Financial Daily from THE HINDU group of publications
Friday, Mar 04, 2005
Financial Daily from THE HINDU group of publications Friday, Mar 04, 2005 |
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Marketing
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Advertising Online ad market to touch Rs 100 cr V. Rishi Kumar
Hyderabad , March 3 INTERNET & Online Association (IOA), a non-profit trade body with the mandate to increase Internet usage, has embarked on a process to enumerate online user base, monitor online advertisements and track emerging market trends. The President of IOA, Ms Preeti Desai, told Business Line that the online advertising market could not be classified as nascent any longer as it is on course to cross the Rs 100-crore mark shortly. It is projected to touch Rs 280 crore in two years. "Corporations, sceptical initially, are gradually seeing the value online ads are adding. We have crossed the estimate of 24 million users and are already at 25 million as confirmed by us and ISPAI (Internet Service Providers Association of India)," she said. Ms Desai said: "The impact of technology is seen only when it benefits a substantial portion of the population. We believe that our mission of `100 million Indians online by 2007' is possible and IOA will work towards this objective. At that size India will be one of the top three Internet markets in the world. We are also committed to creating a secure, safe and dynamic environment for children and teenagers." Further, she explained, "The research study on all three sectors — online advertising, e-commerce, and mobile content and communications — that IOA has mandated IMRB (Indian Market Research Bureau) is a crucial step to empower marketers, media planner, buyers and businesses with the right data tools, which will unequivocally help them make educated decisions and increasingly cater to connected Indians, whether online or mobile." The in-depth baseline research study across 28 cities with a sample of 8,000 will provide compelling proof to what all our members believe in: "same budget, better results," she said. "Online channel is shifting from browsing to order. This has disrupted the Indian marketing universe. We clearly see two key trends impacting e-commerce growth rates: One, a growing and maturing online shopper base due to increasing trust, supported by better shopping experience and great deals, and second, there is strong presence of traditional offline brands such as Samsung and LG, watch brands such as Titan and Swatch, and mobile handsets and accessories of Nokia and Motorola, along with apparel brands Arrow and Louis Philippe," she explained. "The online advertising market grew by 23 per cent last year from Rs 34 crore in 2002-03 to Rs 42 crore in 2003-04, compared to that we are on a positive track this financial year with an estimated growth of over 90 per cent to near Rs 80 crore and fast landing into a permanent place on the advertiser's schedule," she said.
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