2023年印度广告报告（英）-24页_20mb

Summary of Report Analysis

Addressable TV Growth

Addressable TV experienced rapid expansion, with homes growing from 10 million to 22 million. Factors included the high adoption of smart TVs (90% of TVs sold), increased broadband connections, and content explosion on OTT platforms. It offered clients opportunities for complementary advertising to Linear TV, reducing spill-over and reaching niche audiences, and enabled hyperlocal targeting. For 2023, addressable TV households are expected to increase to 30 million, driving integration with linear TV and enabling more personalized, hyper-localized ads through advanced ACR data.

Sports Business Expansion

Sports media rights generated massive revenue, such as IPL rights at $3 billion and ICC rights monetized through 2027. India's government boosted the sports budget by 34%, supporting grassroots initiatives and premier leagues. Live sports drive sustained audience engagement, leading to increased investment from TV and streaming platforms. In 2023, sports business continues to grow with greater focus on digital media, influencer collaborations, and sustainability in sports marketing.

Advanced Intelligence and AI

AI/ML advanced to counter digital fragmentation and improve efficiency in marketing. Tools like GroupM's CoPilot boosted campaign performance by 5% to 30%. In 2023, AI will handle data-driven campaigns with first-party data, while companies compete with ad platforms' built-in AI. Cognitive intelligence and conversational AI will evolve, enabling end-to-end automation and data enrichment for targeted marketing.

Privacy-First Data Practices

The Personal Data Protection Bill emphasizes privacy-first data leveraging, with stricter data governance and consumer control. Data co-ops and decentralized clean rooms like blockchain will ensure compliance, and companies focus on first-party data to build consumer connections. As data becomes more regulated, brands will redefine value exchanges and adopt privacy-compliant partnerships.

Commerce Trends

Commerce is pervasive with influencer marketing driving sales beyond 1,500 crores in 2023. Retail media networks are expected to double by 2027, offering end-to-end solutions via programmatic activation. Visual search enhances shopping experiences by providing instant relevance and better discoverability. Omnichannel strategies are evolving with hybrid commerce, ONDC protocols for democratized shopping, and the rise of "What I didn't know I want" purchasing trends.

Sustainability Impact

Sustainability is growing mainstream, with increased EV sales (210% YOY growth), organic product consumption, and green packaging. Brands prioritize DEI (Diversity, Equity, and Inclusion) in marketing, fostering inclusivity in sports and other areas. In 2023, these trends accelerate, influencing brand loyalty and ad targeting with a focus on eco-friendly and equitable practices.

Key Trends for 2023

• Attention planning moves beyond impressions to viewability and quality metrics.
• Content creates cross-border opportunities, with global influencers and markets expanding.
• Visual search and omnichannel experiences enhance personalization.
• Sports localization and inclusivity drive fan engagement.
• AI, privacy, and sustainability unify into core strategic focuses for advertisers and marketers.