群邑：2023年印度广告报告_24页_20mb

报告摘要

2022: Addressable TV homes grew from 10 million to 22 million HHs, driven by high penetration of smart TVs (90%), increased broadband connections, and content explosion on OTT. Used for reducing spill over, incremental reach, and niche targeting. FAST channels like Samsung Ads emerged.
2023: Connected TV households expected to increase from 22 million to 30 million, accelerating integration with linear TV planning. Broadcasters and tech platforms will collaborate to address addressable needs. ACR data will enhance targeting, supporting hyper-localized ads and personalized content.

2022: Sports media rights surged, with IPL reaching $3 billion (approx Rs. 24,000 Cr.) and Indian cricket teams gaining viewership. Influence of digital media highlighted, with brands investing in live sports for appointment viewing.
2023: Continued growth expected, with heights of media rights; sports as a sustainable focus for TV and streaming, emphasizing omni-channel data integration.

2022: AI/ML automated marketing strategies, improving efficiency with results like 5-30% ad performance gains. Tools like CoPilot enabled hyper-personalization and data-driven insights.
2023: In-house AI capabilities in ad platforms will compete with third-party services, co-existing through data sharing. AI will counter digital fragmentation by leveraging first-party data for precise campaigns, incorporating cognitive and conversational AI.

2022: India's Personal Data Protection Bill underscored data governance; focus on judicious data acquisition with consumer control. Tools like WPP Geograph enabled hyperlocal targeting in compliance.
2023: Privacy laws will drive data co-ops using decentralized clean rooms, fostering first-party data use. Companies will scrutinize partners and explore blockchain for secure data exchanges.

2022: Influencer marketing fueled commerce, with brands achieving growth from startups and legacy companies. Creator economy expanded, moving beyond endorsements to brand launches, especially in Tier 2/3 markets.
2023: Predicted growth; influencer spending expected to cross ₹1500 crores (15e9). AI tools like Inca will ensure scientific planning and accountability, with new guidelines boosting transparency in influencer content.

2022: Web3 adoption slow in India; retail media demand doubled by 2027 - using programmatic fusion for monetization. Demos and ONDC momentum. ONDC will enable hyperlocal marketplaces.
2023: Retooling focus on meaningful online experiences and Massively Multiplayer Online (MMO); 5G supporting advancements. Retail media will expand with sightlines on attribution; visual search enhances commerce through instant relevance and discovery.

2022: Green and fair initiatives scaled: EV sales grew over 210% YOY; organic products and green packaging rose. Corporations bolstered inclusive infrastructure.
2023: Predicted exponential growth in sustainable products: EVs to nearly double to 2.2 million units (68% CAGR); organic consumption CAGR 22%; green packaging at 27.5%. DEI expands to cover age, capability, and inclusivity in all areas.

2022: Focus on consumer attentiveness, with advancements in attention response curves for better planning and pricing. New metrics like qCPM explored.
2023: Attention-centric monetization via quality-based advertising will streamline planning, ensuring relevance and higher engagement in fragmented media.

2022: Content production globalized, leveraging OTT platforms for diverse audiences. Traditional retail shifted as e-commerce slowdown: physical experiences re-emerging.
2023: Boundary-breaking content for niche audiences; brands integrating multichannel into true omnichannel by recognizing consumers across physical/digital. ONDC standardizing commerce for seamless experiences.

2022: Sports moved local, with amateur tournaments democratizing access. Inclusivity grew, e.g., through minor leagues and Women's events.
2023: Continued rise in localization and Women's sports, with Indian cricket's overall inclusivity strides. Docuseries becoming ads for engaging fans beyond live events.