Top 5 sectors that are investing in Programmatic Advertising

The Digital route in India has taken a steep curve and is growing amongst every industry possible. India’s advertising market is predicted to reach amongst the top global markets in the coming years. The shift is visible in every campaign that is being adopted by brands and publishers across the country. As indicated by the most recent Madisson Advertising Report 2018, Indian promotion spend is assessed to develop by 12.03%. Experts vouch for the digital market sphere and assure the surge to take place in all sectors across the country. Programmatic advertising is said to be at a nascent stage in the country but is experiencing a massive acceptance over the past couple of years. FMCG, Telecom, Banking and Financial services, pretty much every sector of the Indian market is flooded with programmatic experts taking the game a notch higher. The technique and skill to analyse data to increase the ROI is a tricky business. Hence, there is a dire need for Programmatic advertising in the Indian marketing Industry. The process of streamlining and filtering the target audience on the basis of their search and tapping them when they are most vulnerable is carried out with precision. Every sector in India is experiencing a change of trend when it comes to digital or programmatic advertising. Specialists in the field have to say a lot about each sector, giving us the top 5 sectors in India that are investing largely in Programmatic.

FMCG – Fast moving consumer goods have always been the major spender for television advertising, but as programmatic has stepped in a lot of brands have started adopting the digital way. Hindustan Unilever and Procter & Gamble are one of the major contributors to programmatic advertising in the FMCG sector. “Programmatic is definitely at a nascent stage in India but the contribution made by FMCG sector is marginally wider and increasing the investment capacity of the brands. Almost 30% to 40% of the brands are investing in Digital advertising to be in pace with the global leaders” said, Rishabh Agarwal, Head of Programmatic Sales, Chocolate Platform. The increase in the ad spend under this sector has made it to the top of the list.

Automobiles – The automobile sector is always in demand and the increasing preferences and choices have made this space all the more consumer focused. Television ads are being replaced by OOH and Programmatic. Buying and selling of vehicles are not limited to the showrooms anymore. Nissan and Ford are one of the major contributors to programmatic investment in India. The online visibility of the products is creating a massive reach for the common man to make a choice wisely. Arsalaan Thakur, Marketing Officer at Dewanchand Ramsaran Corporation Pvt Ltd contributed, “Automobiles sector is witnessing a huge bounce as far as programmatic advertising is concerned. The feasibility created by online media for the consumers is the right route to tap the audience every now and then.”

Telecom – Internet penetration in India is a matter of discussion in every financial year. The increasing reach of the internet to even the most remote localities is a sign that telecom industry has its grip deep in the business. Companies like Airtel, Vodafone, and Reliance Jio have made the lives of the people a lot convenient and are the leaders of the market. Talking with reference to programmatic advertising, these companies are investing huge chunks of their capital into the digital ad space. Airtel is one of the largest investors of programmatic right now. The investments from the telecom sector is resulting in a boost in the programmatic share to 8% this year.

Education – Technology and education go hand in hand. This sector is also ever changing and creating the right mark on students and decision-makers alike. The increase in the accessibility to understand the education process and institution’s criteria is one of the plus points visible in the digital age. The times have gone when people use to stand in queues outside institutions in order to get their queries sorted. Applications and online presence have made this process convenient for the consumers. Intuitions prefer spending in programmatic as they know the importance of knowing the target audience and tapping them when and where. Programmatic advertising gives them the edge they need in terms of locating their audience. Skill development and online courses like eDX or Coursera have simplified the online education culture. Online course providers help the students in selecting the right course under one roof which eliminates the tiring process of going through institutions individually.

E-commerce – Revolutionizing a shopping experience is what today’s e-commerce sector prefers. Websites like Amazon and Flipkart are the major investors of programmatic but we are witnessing a massive inclination to digital advertising by almost every known e-commerce in the market today. “E-commerce is spending a fair amount of money into Programmatic, which is expected to grow in the coming year,” said Nitin Chowdhary, Director, Digital Infusion. All in all, e-commerce is booming in terms of business due to the allocation of the target audience and understanding their preferences.

Apart from the top 5 sectors, Travel and tourism are one of the major investors of programmatic in India. Websites like Trivago, MakeMyTrip, Goibibo etc. prefer investing in online methods rather than traditional means of advertising. Most of the communication happens over the internet and is feasible to target the audience then and there. Programmatic advertising is creating a mark difference in the advertising space of India. It is estimated to grow in the next 2 years. Experts have recommended using Programmatic as the priority means of advertisement to a lot of brands as it is a more focused and directed method.