1. Advertising in the Age of New Media
By Ms Archana Kumari and Mr. Manish Prakash
Assistant Professors, Department Of Mass Communication and New Media

2. Where as Traditional Media provides limited space and time to the advertisers, New Media has unlimited space and time.
The Traditional Media has limited accessibility but New Media can be accessed anytime, anywhere.

3. New Media: New Avenue
New Media has given new direction and a new platform to the advertisers and brought in huge business opportunities worldwide in 21st century.

4. The most noteworthy development which revolutionised the avenue of New Media is Internet.
Almost overnight, the Internet's gone from a technical wonder to a business must.
– Bill Schrader, businessman
The term ‘Global Village’ coined by Wyndham Lewis in 1948 and popularised by Marshall Mc Luhan in 1960, has been converted into a reality.
- J. Jethwaney, Head, ADPR, IIMC, New Delhi

5. Convergence New Media became so popular due to one more factor – Convergence. Here Convergence means: convergence of technology, convergence of creation, convergence of communication.

6. These two factors – ‘Internet’ and ‘Convergence’ unleashed a whole new world of opportunities for not only advertisers but for the whole human race.

7. Emergence of Social Media is another feather in the cap for New Media which further enriched it and increased its accessibility for every strata of society with the use of advanced technological devices.

8. It's hard to find things that won't sell online.
Jeff Bezos,
founder, Amazon.
A growing number of advertisers are making use of the virtual world by placing online commercials, podcasts and videos on YouTube and various social networking sites.
J.Jethwaney, Head, ADPR,
IIMC, New Delhi.

9. Economic Advantages of Online Advertising
The global online advertising industry is forecasted to grow to 17 percent of the total media advertising.
- (Roy, 2011)
A big advantage of online advertising is that it is interactive and can be easily measured constantly in some cases including hits-to-purchase.
- (John and Anand, 2007)

10. Economic Advantages of Online Advertising
According to Prof. Jaishri Jethwaney, there are two principal drivers for this growth, first being the growth of ‘mobile internet’ and second in the form of devices that is creating new experiences and ability to do innovations.

11. Indian Scene of Online Advertising
Spending on advertising by top 100 marketeers
In India, the advertisers look at digital media as a support medium.
(Bapna, 2011)
Advertising through digital media is just about 2 percent of the estimated Rs billion advertising market.
- (Jethwaney, 2012)
Medium
Rs. (in billion)
Television
72.84
Print
61.83
Below-the-line (BTL)
30.40
Outdoor
10.32
Online
6.03
Radio
7.14
Mobile
0.0095
Source: Digital Media Outlook 2010 (webchtney)

12. The slow growth of online advertising in India till 2015 , is bacause of following few reasons:
Among the various business categories, the Fast Moving Consumer Goods (FMCG) sector which contributes most in the advertising spend share at 42 percent, contributes only 9 percent towards online advertising.
Internet is used by the advertisers only as a medium and not engaging the consumer or being interactive in a big way.
However the prediction of PriceWaterCooper and industry experts towards growth of online advertising in India is quite inspiring.

13. Indian Scene of Online Advertising
Projected revenues of the Indian E&M industry in billion INR,
Segment
2013
2014
2015
2016
2017
2018
CAGR
Television
420
486
568
648
756
846
15%
Print
223
241
259
278
298
314 7%
Internet access
252
352
446
552
613
662
21%
Film
126
141
161
179
198
217
12%
OOH 19 21 23 25 26 28 8%
Radio 18 20 27 32 40
17%
Music 12 13 14 16 22
13%
Gaming 30 35 38 43
Internet advertising 29 52 68 87
100
28%
Total
1,120
1,337
1,576
1,827
2,068
2,272
Source: Industry discussions and PwC India analysis

14. Indian Scene of Online Advertising
The revenue from advertising is expected to grow at a CAGR of 13% to reach 632 billion INR, from 350 billion INR in Overall, the share of consumer spend is expected to increase. Consumers’ expenditure is expected to increase from about 69% in 2013 to about 72% in 2018.

15. Indian Scene of Online Advertising
Television and print are expected to remain the largest contributors to the advertising pie in 2018 as well.
Internet advertising should emerge as the third-largest segment, with a share of about 16% in the total E&M advertising pie.

16. While this marks a major shift, the Indian internet advertising segment is still way behind its US counterpart, which is expected to be nearly as large as TV advertising in 2018.

17. Though slowly but steadily advertising in India is going to touch new heights with the increasing use of new media as very well predicted by PwC India analysis.