The rollout of BARC, Phase III radio auctions, the continued spending power of e-commerce as a category, the growing importance of Facebook and Twitter as marketing platforms and major media account movements - both in India and globally - these are just some of the major happenings that impacted the media, marketing and advertising space in 2015. But how will 2016 pan out for the industry? The IMPACT Trends Report 2016 reveals what could be the game-changers for the industry this year
Last year, Digital continued to gain traction as more and more marketing dollars were invested, marketers looked at smarter ways of using the medium. Twitter and Facebook will continue to have a major impact on digital advertising going forward even as marketers start taking into account the growing popularity of Instagram and Pinterest. The year 2016 will continue to be a big year for mobile as marketers will need to find innovative ways to engage the consumer, who is spending more and more time on his phone. While Big Data has been making all the noise so far, in 2016 marketers will need to decouple the hype and adopt a right-size approach to data. The media agency space which saw major account movements in 2015 - both in India and globally – expects at least two more game-changing account movements in 2016. Looking at the creative side, long format ads, which went viral and garnered lots of hits and shares last year, will continue to make their presence felt with newer ways of story-telling. The role of influencers will gain more importance and there will be an increase in purpose-driven campaigns as more advertisers try to connect with real people in a real way. Meanwhile, Print players are optimistic that Print will see good growth in 2016 on the back e-commerce and state elections. Regional will also be the way to go for Print players who will look to consolidate their presence on Digital. 2015 was a watershed year for the television industry with the rollout of BARC data in the first half of the year and then the rollout of rural data which saw a massive jump in the viewership of Free-to-Air (FTA) channels. This trend will continue in 2016 with broadcasters looking at revenue models for FTA channels even as advertisers and media planners look at these channels with new eyes. 2015 also saw the long delayed Phase III radio auctions take place and this year we expect to see Radio players set up stations and expand geographically, but also look to improve their bottom-lines. If 2015 saw consolidation in the OOH industry, this is expected to continue into 2016. E-commerce, start-ups, telecom, real estate are expected to fuel the growth of the sector.
For a more detailed forecast of what 2015 holds for each domain of the advertising and marketing industry, read on.
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Ashish Bhasin, Chairman & CEO South Asia - Dentsu Aegis Network Chairman Posterscope & psLIVE - Asia Pacific, Kartik Sharma, Managing Director, Maxus, Mallikarjun Das, CEO, StarcomMediavest India, Milind Pathak, COO, Madhouse South Asia, Lavin Punjabi, President, Affinity, Pancham Endlaw, Head (South Asia), Opera Mediaworks, Gautamm Mehra, VP and Head (Social Media), iProspect India, Sanjay Mehta, Co-CEO, Mirum India, Madan Sanglikar, Co-founder and MD (Indonesia) & Executive Director (SE Asia), Affle, Karan Gupta, CEO, Andbeyond.media, Rachna Lather, Marketing Director, Motorola India, Shashank Sinha, Senior General Manager- Marketing, Eureka Forbes, Sanjay Tripathy, Senior Executive Vice President - Head Marketing, Product, Analytics, Digital & E-Commerce - HDFC Life, Aditya Save, CMO, Shaadi.com, Ankita Dabas, Co-Founder, FabFurnish, Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India, Peyush Bansal, Founder & CEO, Lenskart, Jitin Paul, Chief Marketing Officer, Bharti AXA Life Insurance, Siddharth Bindra, MD, BIBA, DD Purkayastha, MD & CEO ABP Group, Mitrajit Bhattacharya, President & Publisher, Chitralekha Group, President, AIM, Benoy Roychowdhury, Executive Director - HT Media, Vivek Khanna, CEO, HMVL, Rahul Kansal, President, Brand Function, BCCL, Indranil Roy, President & Publisher - Outlook Group, Prashant Panday, MD & CEO, ENIL, Abraham Thomas, CEO, Radio City 91.1 FM, Nisha Narayanan, COO 93.5 RED FM, Riya Mukherjee, Radio, Music and Content Consultant, MK Anand, CEO and MD of Times Network, Vikram Chandra, Group CEO & Executive Director, NDTV Group, Sangeetha Aiyer, Vice President and Head Marketing, A+E Networks|TV18, Rahul Johri, EVP & GM – South Asia, Discovery Networks Asia-Pacific, Ritu Dhawan, MD, India TV, Haresh Nayak, Regional Director, Posterscope APAC and MD of Posterscope Group India, Nabendu Bhattacharya, MD, Milestone Brandcom, Rajiv Saxena, MD, Blue Ocean Media, Arun Hariharan, COO, LiveMedia, Sanjeev Gupta, MD, Global Advertisers, Piyush Pandey, Executive Chairman and Creative Director for Ogilvy & Mather India and South Asia, Josy Paul, Chairman and Chief Creative Officer, BBDO India, Rana Barua, CEO, Contract Advertising, KV Sridhar, Chief Creative Officer, Sapient Nitro, Bobby Pawar, Managing Director and Chief Creative Officer, Publicis India, Ashish Khazanchi, Managing Partner, Enormous, Vishal Jacob, National Director - Digital - Maxus, Vinit Karnik- Business Head, ESP Properties and Irfan Khan, CEO, Blogmint.
