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Mass personalisation key to gain wallet share in online video advertising in 2018


With the population of smartphone users in India expected to reach the 530 million mark and internet penetration growing, the year 2018 could witness another major leap in online video advertising.

Falling data charges followed by a rise in over-the-top video content players will act as a catalyst.

It is expected that the government's push towards a digital and cashless economy will further convince advertisers to shift their models towards online video.

With the rise in OTT videos, content players are encouraged to expand their audience outreach through a mix of both international and regional content. Thus, for any brand trying to carve a niche market for its product and reach optimum visibility, online video advertising is becoming a vital part of its marketing portfolio.

With the steep growth and increasing competition in online video advertising space, digital advertising experts forecast trends that will rule the Indian online video advertising in 2018.

Vikas Katoch, Founder and CEO of Adomantra Digital, said, "Mass personalisation will be the key to winning customer trust and wallet share in 2018. It is expected to retain its significance till 2020 and beyond. Personalisation of digital video ads creates a sense of individuality. The ad placement is tailored to the demographics and context of the customer, intrinsically building a sense of connect with advertisers. Coupled with OTT platforms and digital transformation in Indian transportation industry like installations of ipads/ taxi screens in cabs, monitor screens in aeroplanes and passenger trains; brands and marketers are expected to increase their audience outreach by 15-20% in 2018 through personalised ads."

Surabhi Sinha, Director at Nexzenpro Media Technologies, said, "It was always a great concern for advertisers to engage with the rural population of India which amounts to whopping 70% of the Indian population. However with the ever increasing use of smart phones, the reach is easier and wide spread. Here too, as the literacy rate still is way low; mediums like web search or ad words continue to be lesser used by this population. What is widely consumed is video content. Thus, the most effective platform to engage with the soul of India is video promotions. Vernacular shall rule. This demands multilingual AV content."

"Ads with the right visual content will continue to shoot up the ROI ladder as last year. Brands which will consistently invest in content will achieve more success in comparison to competitors. Content based ads would lead to more engagement for brands, advertisers and marketers due to consumers' willingness to consume ads as part of the total content experience. Added with the touch of personalisation in ads, content based ads can be a game changer in 2018", Vikas Katoch further added.

Raja Chakraborty, Co- Founder, Streamlyn said, "Consumers are more and more open to augmenting their world with useful content, information and offers, while establishing deep emotional connections with brands. Hence, the potential of marketing campaigns with augmented reality is enormous."

Highlighting the emerging trend of native advertising, Raja Chakraborty further added, "Advertisers are soon learning that audiences are more receptive to native advertising over traditional advertising. We may see newer methods of native advertising undertaken by brands which were previously not inclined to offer it.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

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First Published: Tue, November 28 2017. 12:45 IST