群邑：2023年印度广告报告

HOWIT

PANNED

OUTIN2022

ADDRESSABLETVBECOMINGMAINSTREAM

Outofthepandemic,AddressableTVemergedasthefastestgrowthchannelasaddressableTVhomesgrewfrom10millionto22million

HH’s.

Thegrowthwasprimarilybecauseof3factors:

•90%TVssoldweresmartTVs.

•Increasedinbroadbandconnections

•ContentexplosiononOTTandincreaseddailyusageandMAUs

FIFAviewershiptouching11-12MnonCTVwasaneyeopeneronadoptionofCTVviewership.

WesawtheemergenceofFASTchannels-SamsungAdsandTheQ.

AddressableTVofferedclientstheopportunitytocomplementLinearTVplanswithreducingspillover,incrementalreach&reachingnicheaudiences.

ItwasalsoeffectivelyusedforstorelaunchesandotherhyperlocaltargetinglikepointofinterestandaudiencedatafromACRdevicesandgeodatapartners.

AtgroupMwelaunchedourgeo-griddataplatformFCAP,totargetCTVadsonspecificgeo-keysfusedwithcensus,bureau,geo-spatialandpointofinterestdata.Wehaveover70clientsusing.

AddressableTVconsumptionhasproliferatedtheTVlandscapeatscalespeciallyinNCCSAandAB;wenowhaveChordSwitchers,ChordShaversandChordNeversasthenewaudiencecohortsonTV.

WILLTHISCONTINUETOBEIMPORTANT

FOR2023?HOWWILLITEVOLVE?

In2023weexpectconnectedTVhouseholdswillincreasefrom22millionto30millionhouseholds.ThisacceleratestheneedofintegratingConnectedTVplanningwithLinearTV.

EmergenceofhouseholdID;unifyingdevicesconnectedtoasinglenetworkwillbeinterestingdataformarketersfromanomnichannelpointofview.

Projectsareunderwaytomakelineartelevisionaddressable.Thiswilldeliverusecasesasbroadcasters,distributorsandtechplatformswillcometogether.

AlotofFASTchannelsbeyondthedominantplayerswillemergeasOEM’swillsourceformorecontentontheirnativeOS.Thiscanleadtofurtherchordshavingorchordcutting.

AsAddressableTVHH’swillhavemorechoicestowatchLIVETVchannelsoverthetop.

ACRDatawillincreasetargetingcapabilitiesandmeasurement.

AddressableTVadcreativeswillbemorehyper-localized&personalizedandcreatehigheradengagementwithrelevance.RetailMediaAdvertisingonCTVwillbecomeahighlyeffectivechannelforbrands.

HOWIT

PANNED

OUTIN2022

BOOM-TIMEFORSPORTSBUSINESS

IPLmediarightssettheballrollingformultiplemarqueerightsacquisition–ICCMediaRights,whichweremonetizedlaterin2022,wentforUSD3Billion(Rs.24,000Cr.)till2027.

TheinauguraleditionofWomen’sIPLbaggedawhoppingRs.951Cr.for2023-27seasonandBCCIMediaRightsisroundthecornerin2023.

Further,IPLtraditionallyhasbeenanindicatorforthemediaweatherandthereadingswhereindicatethatdigitalmediaisonetokeepaneyeonwithBCCImediarights.

WILLTHISCONTINUETOBEIMPORTANT FOR2023? HOWWILLITEVOLVE?

GovernmentofIndiaintherecentUnionBudgetforSportshasincreasedthebudgetby34%(from2462.59to3397crores).Thisisveryencouragingforthesportsbusinessandmanynewinitiativeswilltakeplaceintheecosystemofsports.Sportsfederationswillinvestatagrassrootlevel,developtalentandpremierleagues.Talentwellbeingandtrainingwillgetelevatedwithglobalstandards.Weseeteamownersincreasingtheirfootprintoverseastobuildtheirfanbase,scouttalentandbuildvaluationfortheirteam.Sportstodayistheonlygenrepromisingappointmentviewing;henceweareseeingincreasedinvestingfromTVandstreamingplatformtoacquiresustainedaudienceonthebackoflivesports.Lastly,firstpartydataisbecomingmoreimportantfromthepointoffanengagementhencewewillseemorethrustonacquisitionandleverageofFirstPartyDatafromthestakeholders.

HOWIT

PANNED

OUTIN2022

ADVANCEDINTELLIGENCE

TOCOUNTERDIGITALFRAGMENTATION

In2022,wepredictedtheriseofAdvanceIntelligencetocounterdigitalfragmentationasitwashumanlyimpossibletoprocessandactupondatapointsthatwerehittingmarketingsystemsanduseofAI/MLwascritical.

2022sawmarketersadapttheirstrategiestowardsautomationtodriveefficiency&efficacy.ArtificialIntelligenceamplifiedmediacapabilitiestobringasolveforthebiggestchallengeformarketersindigital–‘Fragmentation’.

Wesawpositiveadvertisingresultsrangingfrom5%to+30%acrossclients.GroupM’sproprietarytechnologyCoPilotwasthesecretbehindwinningonDisplay&Videoforover130clients.Wealsosawusageinareasofcreative,leadingtohyperpersonalizationandhyperlocalizationusecases.

WILLTHISCONTINUETOBEIMPORTANT

FOR2023?HOWWILLITEVOLVE?

In2023,thecompaniesprovidingAI/MLserviceswillcompetewithAdPlatform’sin-builtAIfunctions.However,inthelongrun,bothwillneedtoco-existasnotonestackhasallthedataandcomputinglogicrequired.

AddressableAdvertisingwillbeafocusareaformarketerstowin.

Withsunsettingofthird-partycookiesandprivacylawsinIndia,AIwillspearheadthedata-drivenmarketingcampaignscentralizedaroundcollection,activation&modellingofFPDwhilealsoautomatingpreviouslymanualmarketingprocessesaroundcreativeanalytics,crossmediaattributionmodelsanddatadriveninsightdashboards

Furthermore,CognitiveIntelligenceandConversationalAIwillbeanincreasingtrendacrossindustryasAIcapabilitiesevolveandmarketer’sdemandforend-to-endautomationgrows.

PRIVACY-FIRSTLEVERAGINGOFDATA

TOBUILDSTRONGERCONSUMERCONNECTIONS

HOWIT PANNEDOUTIN2022

WILLTHISCONTINUETOBEIMPORTANT FOR2023? HOWWILLITEVOLVE?

Theacquisition,enrichmentanddeploymentofFirstPartydataemergedaspriorityformarketersacrosscategoriesin2022

Googlelaunched“PAIR”inQ4of2022,enablingadvertiserstopairtheirdatawithpublishersinaDataCleanRoomenvironment.

“NotOnly”PIIsolutionslikeWPPGeographwereintroduced,whichleveragesamultitudeofaggregatedhyperlocaldatapointstoenablesharpsegmentation&targetingataPincodelevel

WiththenewPersonalDataprotectionBillintroducedinQ4of2022,theneedforPrivacy-firstleveragingofdataisevenmoreimportant.

Datagovernanceiskey.Acquisitionofdataneedstobedoneinafarmorejudiciousmanner.Theindividualwillobtainfarmorecontrolontheirowndata,withincreasingpowertoaccess,editordeleteit.Awell-definedValueexchangethereforebecomescritical,withconsumershavingclarityofwhattheyaregivingforwhatbenefit.

Companieswillsharplyscrutinizepotentialdatapartners,toensuretheirdataisfullycompliant.

ThiswillalsoresultinariseinDataCo-opsbetweencompanies,withtechnologieslikedecentralizedDataCleanRoomsandblockchaingettingdeployedtoensurecompliance.Ascompaniesgetincreasedvolumesofrichfirstpartydata,theywilllooktobecomepublishers.ThiswillfuelmoreopportunitiesforresponsibleDataCo-ops

COMMERCEBECOMES ALL-PERVASIVE,POWEREDBYPERSUASION

HOWITPANNEDOUT

IN2022

2022sawtheemergenceofInfluencerMarketingasadriverforcommerceandgrowthforbrandsacrossbothstart-upsaswellasestablishedbrands.

MultipleDTCbrandshavegrownfromstarttomulti-crorebrandsonthebackofjustinfluencermarketing.Similarlymanylargelegacybrands,speciallyinbeautyandfashioncategories,haveadoptedanalways-oninfluencermarketingstrategytodrivebothconsumerconsiderationaswellascustomerstotheirDTCsitesormarketplaces.

Communityledbuyingisbeingexploredbybrandsbutit'sstillanascentphenomenon.

WILLTHISCONTINUETOBEIMPORTANT

FOR2023?HOWWILLITEVOLVE?

Weseethefollowingtrendsininfluencerecosystem.

•Influencermarketingwillmovefromatest-and-learnmodeltobecominganintegralpartofthemarketingmixoflargeconsumerbrands.Weareseeingthistrendreflectedinthealignmentofconsumercompanieswithinfluencermarketing

AORs

•ClientsareexpectingscientificplanningaswellashigheraccountabilityandagencieslikeGroupMhaveledtheinvestmentsintoplanningtoolslikeIncathatbringscienceandaccountabilityincampaignplanningaswellasinfluencerselection.Incaisalsocollaboratingwithmarketingscienceresearcherstobuildameasurementmodelforcampaigneffectiveness.

•TheinfluencercontentwillbeguidedbythenewguidelinesfromMinistryofCorporateAffairsforinfluencers&celebritieswhichwillalsobuildtransparency&credibilityintheuseofinfluencermarketingbybrands.

•Creatorsandinfluencersaremovingfromendorsingotherbrandstolaunchingtheirownlabelsorbrands,leveragingtheirconnectwiththeirfollowers.

•Weseeinfluencermarketingindustryleadingtothegrowthofcreatorsacrossdifferentsubjectslikefashion,beauty,personalfinance,currentaffairs,food,arts,entertainment,musicanddance,emergingfromacrossthecountry.CreatorsfromsmallertownsarebuildinglargeaudiencesandbrandsarerecognisingtheirimpactinconnectingwiththeconsumerinTier2and3markets

•Thecreatorspendsbybrandsisexpectedtocross1500croresin

2023

THENEXTGENERATIONOFDIGITALEXPERIENCEWILLBEDRIVEN

BYDECENTRALIZATION

In2022alotofbrandsrodeonthemetaverse&NFTbandwagonandanycreateduniqueexperiencesinphygitalspaces.

Ourclientsgotinvolved-fromlaunchingnewcarstoconnectingpeopleoverfoodinthevirtualworld.AtGroupm,wecreatedourownmetaversetoaidinourrecruitmentprocess.

Thescaleofinternetadoptionin2003issimilartotheadoptionforMetaversein2022Forpeopletobeauthenticinthevirtualworld,Avatarsemergedstronglyin2022.

NFTawareness&deploymentisgatheringpace,butslowerthanelsewhereintheworld.In2022,Indiaranked3rdinthenumberofNFTFirms.

2023

Web3.0willcontinuetoadvanceandbecomemorewidelyadopted,leadingtonewapplicationsandusecasessuchasdecentralizedfinance,digitalcollectibles,andvirtualrealitymarketplaces.

However,thedevelopmentandsuccessoftheweb3andmetaverseecosystemwillalsodependonovercomingchallengessuchasscalability,userexperience,andregulatoryhurdles.

5Gtechnologywillenablefaster,lowlatencyandmorereliabledatatransmissionthatcanfacilitatethegrowthandwidespreadadoptionofMetaversetechnology.

The“novelty”valueofNFT’sandMetaverseisfading,andtheirtruevalueisemergingasameanstowardownershipandcollaboration.

2023willbeallaboutMeaningfulExperiences.

Needtofocusoncreatingvalueexchangeforthecustomersandbrandstomakeiteffective.

live-inpartners,includinggenderreaffirmationsurgery,redefinedmaternity/paternityleavesforsame-sexcouples

INCREASEDIMPACTOFCONSUMERSENSITIVITY ANDSUSTAINABILITYONBRANDMARKETING

HOWITPANNED

OUTIN2022

SustainabilityandInclusiondidscaleupsignificantlyin2022.Thiswas

•Shiftsinconsumerpreference-examplesinclude:

seenacrossmultipledimensions.

>>SurgeinEVsalesin2022,withaYOYgrowthof210%translatingtoover1millionunitssold

>>Significantriseinconsumptionoforganicproducts

•

••

>>Inthefemininehygienecategorywashablepadsgrewat~20%,whichisalmost3Xoftheoverallcategory

Significantcorporateandbrandactionsacrosscategories-

•Launchoforganicvariants-AmullaunchingOrganicAtta

examplesinclude

McDonaldscreatinguniquepackagingfordifferentlyabled

consumersCompaniesofferinginsurancecoveragetoincludesame-sexand

washrooms.

•Companiessetupinclusiveinfrastructurelikegender-neutral

WILLTHISCONTINUETOBEIMPORTANT

FOR2023?HOWWILLITEVOLVE?

Thiswillcontinuetogrowatanacceleratedpacein2023.Itwillbecomefarmoremainstreamacrossbrands&categories

Thenumberofelectricvehicles(EVs)onIndianroadsin2023isexpectedtonearlydoubleto2.2million.Thisexponentialgrowthisexpectedtosustainthroughnearfuture,witha68%CAGRpredictedtill2027

Themovetoorganicwillgainmomentum.ThisisslatedtogrowataCAGRof22%till2028

Greenpackagingwillalsogrowsignificantly.Increasingconsumerawarenessaroundsustainabilityandpreferencetowards

eco-friendlysolutionsareexpectedtodriveaCAGRof27.5%throughto2029

ThefocusonDEIwillfurtheracceleratein2023.DiversitywillexpandtoincludeAgeandCapabilitiesinadditiontoGenderandSexuality.Inclusionwillbecriticalincommunications,beitinternalortoconsumers.Andthepowerofdataandanalyticswillbeleveragedacrosscompaniestodetectsystemicpatternsofbias.

NEWTRENDSFOR

2023

MOVINGTOWARDSATTENTIONPLANNING

Withtheaccelerationofdigitalmediaandshiftingexperiencesofconsumers,it’simportanttounderstandtheimpactofattentivenessoftheconsumerasheengageswithmedia/mediaassets.

Wehaveenhancedourunderstandingonexactlyhowmanyimpressionsforasinglemediumormultimedialeadtocross-channeloptimisation.

Whatwehaven'tbeenabletocaptureistheviewabilityimpactofeach

impressiononintent&purchase.

Thewayforwardisan“attentionresponsecurve”,whichallowsfornewplanningandpricingdiscussions.Newmeasureslikequalitycostperthousand[qCPM]arebeginningtobeexploredandtraded.Weneedtoensureqismeasuredinawaythatrepresentsrealquality.

CONTENTBREAKSBOUNDARIESANDCREATESNEWOPPORTUNITIES

OTTplatformsthemselvesarebecomingpopularenoughtobelicensedintoproductsandpromotions.Fromamarketingandpromotionstandpoint,brandsarelookingatleveragingplatformlikeNetflixandPrimeVideoacrosstheirportfoliotocreatecampaignsusingmultipleshows,movielibraryandevenpopularmusicfromsomeshows.

Todayweseeaudienceembracingcontentfrommultiplegeographiesandlanguage.AKashmirifromSrinagariswatchingandappreciatingMalayalamorTelugucontent.Weallhaveseentheaudiencepan-IndiacelebrateRRR,PushpaorKGF.Wehavecontentinabundancetosuiteconsumptionpatternsforeclectic/nicheaudiencesaswellasthemasses.

LikesofPostMalone(FeedingIndia),Russ(IndiaTour),ImagineDragons&JacksonWang(Lollapalooza)havecometoIndiainthelast12months;andontheotherendwe’veDiljitDosanjhperformingatCoachella2023aspartofthefestival'sexpandedgloballineup.Wewillmoreofthisin2023.

Themyththat’sgettingbrokenisthebeliefthattypicallyIndiansdon’tpayforcontent&experiences.Asmentionedabove,weseethatIndiansactuallydopayandtheyarewillingtopaypremiumforsomecuratedexperiences.

FromanadvertiserPOV,thesearehighlyengaged,high-spendingaudiences,makingtheseeventsaperfectplatformtocapitalizeon.

RISEINRETAILMEDIA

RetailmediainIndiaisexpectedtodoubleby2027.

Withdemandforaccountabilityoneverysinglerupeeofad-spend,retailmediaoffersanend-to-endsolutionfromdiscoverytoshopping,withtheabilitytoconnectdatabetweenconsumer,theonlinemarketplaceandbrands.

Forpublishers,monetizationviaretailmediaamplificationwiththefusionofdataandpowerofprogrammaticwillbegrowingdemandchannel.

InIndia,theriseofadspendsondigitalretailmediawilldependonhowtheretailmedianetworksareabletodemonstratethevaluebycomplementingsearcheffortsandnotcompetingwiththem.

Usageofeffectivehyper-localizedandpersonalizedcreativeateachstageofthefunnelofretailmediawillbecriticalinrealizingthefullpotential.

WhileretailmediawillbeusedprimarilyforCPG,itwillalsobeleveragedbynon-endemicclientstofindaudienceswithrelevantcategoryusage.

Challengeswillcontinuetoexistonmeasurabilitybeyondendlevelattribution.

AtGroupM,wehavelaunchedourretailmediaproductnamedDiscoveryCommerce.Itconnectsalldotsfrommarketplaceinsights,media,creative,programmatictopurchaseinonefunnel.

VISUALSEARCHGOESMAINSTREAM

VisualSearchdeliversinstantrelevancetoaconsumersearch.Itallowsusersto

getexactlywhattheywantratherthanalookalike.

Visualsearchalsoallowsforconversionofinterestinonespecificproduct(e.g.apparel)totheentirecollection–expandingtheshoppingcart

ItleadstoahugeedgeonSEOandhowweenhanceourmarketingROI.Whiletaggingforsearchtypicallyneededrealpeopletotagindividualproducts,withVisualsearchtheimagesareSEOreadyandincreasethechancesofdiscoverability

Moreimportantly,marketerscantapintoconsumers'stateof"WhatIdidn'tknowIwant"andincreasetheARPU

NEWDIMENSIONSOFOMNICHANNEL

Thedramaticshiftsinconsumerbehaviourduringthepandemicsawmostagile

brandsshifttomultichannelretail,withecommercegettingahugesurge.

PostthePandemic,weareseeingfurthershiftsinconsumerbehaviour.Whileecommercecontinuestogrow,therateofgrowthisslowingdown.Wearewitnessingre-emergenceofphysicaltrade,withhighstreetrentalsmovingupandconsumersoptingforthejoyofphysicalshopping,touch&feel,etc.Weseearisein“Experiencecenters”acrossbothtraditionalandnewagebrands.TheemergenceofMetaverseandthegrowthinAR/VRwillpowernewshoppingexperiencesforconsumers.

Brandswillgobeyondmultichanneltodeliveratrueomnichannelexperience.ThefirststepistorecognizeconsumersacrossPhysical&Onlineenvironmentsandthengivethemaseamless,consistentandrewardingbrandexperienceat

everytouchpoint.

DEMOCRATIZATIONOFCOMMERCEWITHONDC

ONDCispromisingtobethenewjewelfromtheIndiaStack.

WhatUPIdidtopayments,ONDCisexpectedtodotoCommerce.

Themomentumgainedin2022willleadtolargerparticipationfrombrandsandmarketplacestobeenabledontheONDCnetwork.

Currentlyover22,000+sellersareonthisopennetwork.

Withtransparencyandlevelplayingfieldforallpartnersatthecore,ONDCwillhelpbusinesseshavemorechoices,largerdemandspectrumandavoidanceofsearchbias.

Tobuildtrustinanunbundledanddemocraticenvironment,settingupkeyelementssuchasIssueandGrievanceResolution,ScoringandBadging,ReconciliationandSettlement,CataloguingServiceswillbecomeimportant.

In2023,wewillseeemergenceofhyperlocalmarketplaces.YournearestKiranashopcanpossiblybeenabledontheONDCprotocols.

BirthofecommerceservicescompanieswillincreaseasIndia’sshareofGMVonlineincreasesacrosscategories.

Weseeexcitingtimesaheadwithscreen-to-doorcommerceenabledbyONDC.

SPORTINGNATIONINTHEMAKING

Weseeastrongmovetowardslocalisationofsports,encouraginglocal/

regionalplayersandprovidingopportunitiesforthenationtobecomeaplayingnationratherthanjusta“watching”one.

WhiletopdollarsarebeingcommittedatthetopofthefunnelwithIPLandICCMediaRights,weseeapps/platformsdemocratisingsportsbroadcastspaceatanamateurlevelbyprovidingstreamingplatformstolocalsportstournamentsandamateurgames.It’sessentiallydevelopingsmallercohortsofsportsenthusiastswhoplay,watch,supportandenjoytheirfriendsandfamilyperformingon-fieldatlocal,communityevents.WithmoreIndiansbecomingfitnessconsciousandparticipatinginactivesports,weseethismediumdevelopingfurther,creatingandcateringtoanicheaudienceandcorrespondingsetofadvertisers

Inclusivitybecomingmainstream

Indiansportsecosystemwentthroughametamorphosisin2008withtheadventofIPL.Cutto2022,IPLhitanunprecedentedhighwithmediarightscrossing100Cr.permatch!Whilethat’sbeentheheadlineforthesportingindustry,diversity,equalityandinclusionhasbeenslowlymakingitspresencefeltintheIndiansportsarena.WesawearlysignsofitwithWomen’sKabaddiChallengeasapartofPro-KabaddiORWomen’sT20Challengetowardsthefag