net advertising
DESCRIPTION
Net Advertising. This is the latest media which has been invented in the fag end of the last century. - PowerPoint PPT PresentationTRANSCRIPT
Net Advertising
This is the latest media which has been invented in the fag end of
the last century
Although Marketers are raving about it there are a lot of questions which are still to be answered. It is in the
process of evolution and advertisers are still groping in the dark to find the
right solutions for themselves.
A brief History
• 50’s TV was introduced
• 60’s Mainframe computers came in
• 70’s The electronic chip was invented
• 80’s the first PC came in
• 90’s the internet was evolved
• 00’s E – Com., Internet transactions
NASSCOM Statistics
2000 2008 Target
Total No. of PCs 4.3 million
(5.1 million – 2001)
30 million
Internet subscribers 0.77 million 35 million (26 million)
Internet users 3.2 million
(6.4 million – 2001)
100 million
Cable TV subscribers 37 million 70 million
Fixed Phones 26 million 125 million (50 mill
TV sets 60 million 225 million
Internet Access: capital cities lead the way
• While the capital cities account for 77 % of Internet connections, the other cities and towns have approximately 23 % connections.
• Of the 77%, 55 % are in the top metros.
Global Projections
• Year 2000
Offline advtg 237 billion USD
Internet advtg 10 billion USD
• Year 2004( projections)
Offline advtg 244 billion USD
Internet advtg 61 billion USD
What is the net used for? (2003)
Used for % of users % of time
E-mail 90 35
Information 50 9
Chat 43 9
Education/Academic 41 11
Downloads 38 6
Movie/Music/Games 27 4
Jobs 23 4
Age group of Indians accessing Internet as on 30th June 2000
Age group Percentage
< 18 12
18 - 24 49
25 - 39 28
40 - 54 8
55 + 3
Age profile of Internet users as on 2003
Age groups %
15 -20 25
21 - 25 29
26 - 30 14
> 30 32
% of Males and Females accessing internet in India
Males Females
June 1999 82% 18%
June 2000 77% 23%
June 2001 79% 21%
MHI of Internet users
MHI %
<10000 40
>10000 60
Frequency of Internet use
Frequency Percentage
Daily 48
2 – 4 times a week 31
Once a week 10
Fortnightly 8
Once a month 3
Surfing rates
Days of the week Percentage
weekdays 89
Saturdays 78
Sundays 66
From where Internet accessed (2000)
From where? Percentage
Cyber cafe 30
Office 23
School/Institute 19
Home 15
Friends/relatives 13
From where Internet accessed (2003)
From where? % on working days % on Holidays
Cyber cafe 30 27
Office 29 7
Home 25 47
Other 16 19
Time Spent on the Internet
Time logged (min) % on working day
% on Holiday
<30 21 16
30 - 120 64 71
>120 15 13
Time of Internet Access
Access between % on working day
% on holiday
0900-1500 38 18
1500-1930 28 32
1930-2300 27 41
2300-0900 7 9
Advertising on the netYear Rs. Crores
1998 - 99 6
1999 - 00 14
2000 – 01 19
2003 - 04 42
2004 – 05 162
2006 - 07 218
2007 – 08 900
There has been a over 50% growth in the last three years
A NASSCOM survey determined that the real growth of the
Internet in India would take place through the cable TV than PCs
India has 43 million C & S connections but only 5.1 million PCs
Profile of the Indian Internet user
Category Percentage
Professional/Executive 43
Students 38
Housewifes 4
Others 15
Perhaps the biggest bottleneck for Internet growth today is that enough investment has not been channelised towards e - security
India invests 0.8 % of Web expenditure towards e – security
whereas the international average is 5.4%
“If you want to master the future, you have to invent it.”
- Peter Drucker
Building Internet brands
Vs
Building Brands using the Internet
The Interactive Marketer’s Dream
Delivering the right offer to the right person at the right time on the right
device.
9 predictions
• It is about C2B
• More promotions
• Non – internet companies would catch up
• Internet companies will acquire big offline companies
• Advertising would get more scientific
• The internet will be everywhere
• What will be not bought online?
• Device convergence is a bad bet
• More products and services will be for free