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MAINLY MOBILE
Mobility is one of the mega-trends. 2015 will continue to be the year of mobile Internet. In many a case, the first experience with the online world is on a mobile today. Communication in digital will be dominated by handheld devices. Smartphones and tablets have effectively become the centre of consumers' lives. Infact, mobile is the only media that reaches markets where even TV cannot reach.
The real-time application of big data will be audience-based planning. This will lead to better personalisation and context for sharper targeting. Programme-based media-buying will give way to audience-based media buying. The latter is based on the simple premise that the behaviour of individual profiles are a better, cheaper and more efficient proxy for a brand's target than the context in which we find them (ie. programmes they watch/consume).
CONTENT CROWNED KING
Content will be key for digital media companies and marketers. 'Made for web'/'Made for mobile' content will gain momentum. Brands will try to curate high-value content. Brand messaging will be presented more through story-telling.
SOCIAL MEDIA'S MANY AVATARS
Social media diversification is on the anvil with the emergence of new social media communities in niche interests/formats, even as the category grows overall, both in terms of users and usage. For advertisers, this will open up opportunities with new destinations and formats of content.
India remains one of the top-three video-consuming markets. Currently, 60 million users consume online video on the desktop, and an equal number on the mobile. Indians consume close to 5 billion videos every month on average. The year 2015 will also see higher growth in video consumption with the connected vernacular user base overtaking English speaking/ reading audience base. Telcos will add fuel to the fire with attractive data plans.
PHYGITAL EXPERIENCE
Decoupling of the Internet from the PC, and on to mobile has been a key trend in the last few years. But 2015 will see the beginning of decoupling of the Internet from the 'screen' and on to connected devices and wearable tech - be they gadgets for personal fitness, healthcare , position tracking, personal safety, reminder services, access control , energy saving etc. The real and virtual world will come together through phygital experiences as brands use digital technologies to create immersive experiences through touch , gesture, motion at retail and activation touch-points.
CONVINCED CMOS
The time spent on TV and print has reduced thanks to the world of YouTube and news apps: A clear reason for a CMO (chief marketing officer) to catch her audience by going digital. The Internet in all forms of devices reaches around 240 million users, and in 2015, it is predicted to reach 350 million. That will cover practically all kinds of niche audience and more. Not to mention covering the bulk of the youth population.
The CMO will also be swayed to spend on mobile advertising. Mobile reaches where nothing else does, even in media-dark areas. Hence, a communication strategy for non-metro/rural audience without the power of mobile is not comprehensive. It is the only media that connects over half of India in a customised way that no medium can.
Of course, measurement is critical to change opinion. Over the years, companies like Comscore, Nielsen and Millward Brown have made strides in showing brands the direct correlation between digital advertising and the impact on brand measures.
BETTER ROI IN AV PLANNING
Many publishers and broadcasters are eyeing the video space. Very soon you will have most of their content available online, accessible through any device that can connect to the Internet. So, if broadcasters see this as a logical extension of their sales channels to monetise content, it can only mean that advertisers and their agencies will need to do audio-visual (AV) planning rather than TV planning to deliver the best return on investment for their clients.
Handling GroupM's flagship media agency's full service digital offerings, the author has over 15 years of experience. He set up the largest mobile practice at GroupM in 2008: Madhouse India. He is an empanelled member of the Mobile Marketing Association.
Vinod Thadani,
Chief Digital Officer (South Asia), Mindshare
Chief Digital Officer (South Asia), Mindshare
