Webchutney works with leading companies in India by

developing award-winning and memorable experiences

for brands to connect, engage and build sustained
relationships with their consumers online.
Our clients include Airtel, HP, Microsoft, Unilever, Marico
and Titan amongst others. We work with them in areas
of online advertising, website design, mobile marketing
and social media.

l M e d ia O u t lo o k 2010
Ranked as India's Number 1 Digital Agency two years in
a row (Brand Equity Agency Reckoner, The Economic Digita igital Marketing Sce
D
nario
Times, 2008 & 2009), Webchutney is committed to A study of the Indian
leading the interactive marketing industry.
We are a team of over 150 digital marketing
professionals across New Delhi, Mumbai and Bangalore.
Visit us at www.webchutney.com for more information
Follow us on www.twitter.com/webchutney
Join us on www.facebook.com/webchutney

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved. Knowledge

Partner
 In 2009, we witnessed a dramatic pace of change in the
adoption of digital worldwide by consumers, marketers,
publishers and agencies alike. The growth of this medium
over the last decade has surpassed that of any other
media, with popular social networking site Facebook
boasting a larger worldwide user base than entire
population of countries put together and citizens taking charge of their
nations' state of affairs by disrupting political agendas on Twitter.
As the intensity of the power that online has put into the hands of masses
magnifies, advanced cutting-edge and sophisticated technologies are
shrinking boundaries to enable faster, agile and seamless
communications across demographics. Human-computer-interaction and
social behaviour online have become deep subjects of interest and
research among marketing experts and brands alike. In a post-digital
environment, considering the frenzied pace at which this medium is
progressing, how will brands communicate with their consumers through
meaningful deliberate action?
And how are marketers gearing up for this change?
In a country where more than half of its population is below 25 years of
age, how are digital communications influencing and shaping consumer
preferences? The answer lies with the largest age-group of 25-35 years
active online in India today who access the Internet anytime anywhere,

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

and prefer 'functionality' over brand image.
Today, branded content must hold equal importance as free value for the
marketing message to permeate and touch the lives of target audiences.
One-way marketing messages will die a slow death, but the wave of
change brought about by digital best practices will leave
brands confounded if they don't adapt to interactive methods of
engagement quickly.
We attempt to understand the current state of digital, specifically the
online medium in terms of marketers approach in adopting this medium
to increase brand value and keep pace with changing trends. The 2010
Digital Media Outlook Report presents a dynamic view of online ad-spends
of top 1000 advertisers in India, their rationale in using this medium, and
their outlook towards this medium in the next fiscal.
Sidharth Rao
Chief Executive Officer
Webchutney
 4 Prologue

Ad-Spends of
Top 1000 Marketers 6
in India

C o n t e n t s
Usage, Attitude
12 and Perception of

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

Online Medium

Digitial
Outlook 2010 24
 Amidst strong recessionary headwinds of 2008-09 that blighted the global
advertising market, a stellar 66% growth recorded in 2009-10 bears
testimony to the imminent boom in India's online industry.
On the other hand, the medium remains bogged in a quagmire of paradox
and irony with the lowest spend-share in the ad-pie. If we dig deeper, the
advantages of the medium over traditional media have become an impediment
to its growth. Specifically, the innate advantage of its 'measurability' has
been stretched to 'over-measurability' which reflects in the gap between
marketers understanding of the medium versus its actual potential.
With its promise of a large audience base and contextual targeting, Social
Media has become a norm with every second marketer across verticals

Prologue and businesses looking to advertise online today. Its growth trends are
impressive (40% growth estimated in 2010-11) with 63% marketers
either using or planning to use it in the near future. Yet this medium does
not seem to deliver expected results for marketers and there is a sense of
dissent in its effectiveness. The reason lies in the 'one size fits all' approach
adopted by most advertisers. A measure of impact on brand credibility, its
reputation, and number of recommendations/brand referrals add equal
value in judging the 'engagement value' of this medium.
The range of options open to advertisers online have grown beyond Search
and Display. Interactive online channels such as E-commerce are expected
to provide the much needed momentum in India's digital economy. It is,
however, one of the most underutilized channel with only 20% of top 1000

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

marketers who account for a substantial 73% of total ad-spends, engaged
in it currently. Other online channels such as Viral Marketing/Online Video,
Ingame Advertising, Virtual/Augmented reality et al witness the same fate
due to lack of understanding of the value added to a brand's overall
marketing strategy.
It is customary for us to applaud innovation in traditional media but
marketers fail to make optimum use of innovative customer engagement
methods online that yield a higher return-on-investment in long-term brand-
building. This blinkered or tunneled vision also decelerates growth of online
marketing in India. Higher recall value, and staying 'top of mind' are equally
important and add up to a brand's effort in 'reaching' out to the masses.
The Digital Media Outlook 2010 report attempts to understand the
rationale behind marketers' allocation of ad-spends across media and
offers deep insights to their perception of the online medium.
5
Shweta Bhandari, Digital Research Analyst, Webchutney
Note: All ad-spend figures and responses estimated in the report represent
the Top 1000 marketers only (not the entire industry), unless specified.
 Indian Ad-Market Grew 16% in 2009
(All Media)
Our survey of top 1000 marketers in India indicates a steady 15%
CAGR in overall ad spends for the period spanning 2008-2011. The
ad-market grew 16% in 2009 from the previous fiscal even as its
global counterpart remained shrouded in gloom with predictions of
negative growth. The IPL and General Elections in 2009 may have
been strong propellants of growth as expected, and the positive
trend is expected to continue with 14% growth in overall ad-spends

Ad-Spends of in 2010-11(E).

Top 1000 Marketers Year on Year Growth in Indian Ad-Spends

in India Total Ad-spends (in Rs Cr)

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

16,289 18,951 21,523

2008-09 2009-10 2010-11

7
 Online Makes Significant Gains; Still
Remains a Fraction of the Pie
Online witnessed a significant 66% growth in 2009, ahead of any
other medium, as increasing number of marketers shifted ad-spends
from traditional media to online. In comparison, growth of TV and
Print was sluggish at 14% and 10% respectively. Despite positive
growth, it is ironic that top 1000 marketers who contributed 73% to
the overall ad-pie allocated only 4% of ad-spends online. Television
claimed the largest spend share of 45%, followed by Print with 38%
and BTL advertising with 19%.
The 'Virtual' Paradox
One of the primary reasons for online contributing lowest share
to the overall pie is the 80:20 paradigm witnessed in budget
allocations. We notice a repeated trend from our survey in
2008-09, as verticals with maximum overall ad-spends
contribute the least online, whereas marketers with relatively
smaller ad budgets spend higher online.
FMCG contributes the largest share of 42% (Rs 7,910 crore)
to the total ad-pie, but shells out a frugal 9% online. BFSI with
overall spend share of 7% contributes maximum to online
spends with Rs 114 crore (19%). Similarly, Consumer Services
sector is the second largest contributor to online spends with
18% of its overall ad-spends allocated to this medium, while its
contribution to the overall ad-pie is almost half at 9%.

Ad-Spend Share by Medium of Ad-Spend share by Verticals

Top 1000 Marketers, 2009 (in Rs Cr)

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

2% 1%
Online, 603
Mobile,95 Overall 42% 11% 9% 7% 7% 6% 4% 4%
3%
Outdoor, 1032 2009-10 3%
Radio, 714
1%

BTL, 3040 2% 3%
Print, 6183 Online 9% 9% 18% 12% 19% 4% 4% 13% 3%
2009-10
2% 2%

TV, 7284 Retail Auto

IT/ITES/Internet BFSI
Media/Pub/Entertainment Telecom
Real Estate Consumer Services
Pharma Durable Goods
Lifestyle Goods FMCG
8 Note: Ad-Spends estimated in Digital Media Outlook 2009 were based on 9
Infra/Equip/Manufac
Top 500 Marketers hence may differ from 2009-10 report
 Display has Maximum Online Online Ad-Spends by Verticals

Spend Share Share 2009-10 Share 2010-11

BFSI 19%
A whopping 65% of online ad spends are accounted by Display, 16%
Website development and Search, and they are expected to continue Consumer Services 18%
19%
to dominate the online landscape in 2010-11 too. Display has and will 13%
IT/ITES/Internet
continue to dominate almost a quarter of online ad spends next FY. 13%

Telecom 12%
Across verticals, BFSI, Consumer Services and IT/ITES/Internet 12%

sector which were the top contributors, accounted for 50% of online Durable Goods 9%
10%
ad-spends across various executions in 2009. High growth in share 9%
FMCG 10%
of online spends is expected from FMCG, Durable Goods and Retail
sectors in 2010-11. Real Estate 4%
4%
Auto 4%
3%
Retail 3%
3%
Ad-Spends Across Online Executions Media/ Publication/ 3%
Entertainment 3%
Lifestyle Goods 2%
Share 2009-10 Share 2010-11 2%
Infrastructure/Equipment/ 2%

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

Manufacturing 3%
25%
24% 24% Pharma 2%
2%
22% 21%

18%

As marketers with large ad-spends experiment with a variety of

10% executions online to fully explore the potential of this medium, we would
9% 8%
7% expect to witness an increased contribution of this medium to the
6% 6%
5% overall ad-pie. FMCG and Automotive have displayed keen interest in
3% 3%
2% 2% 2% the medium with heightened visibility in 2009 to capture the Indian
masses online specifically with display advertising, but the depth of
Display Website SEM/O EDM AdNet Social Others Affiliate Viral utilization has been limited to lead generation activities to a large
extent. Most marketers seem to approach online with the typical mass-
media mindset, overlooking its biggest strength in building organic
10 brand engagement and experiences. 11
 Social Media Sheds the 'Beta' Tag
In 2009, Social Media usage increased with 5 in 10 marketers
advertising across popular networks like Facebook, Youtube, Orkut etc.
Marketing strategies of a large number of advertisers across the globe
have evolved beyond the traditional 'one-way' messaging by leveraging
social platforms to amplify customer-engagement and bring the brand
alive through authentic, one-on-one conversations. While the effect of
this phenomenon has rubbed off on Indian marketers, most of them
are still at a nascent stage in identifying optimal use of the channel in
promoting advocacy among the online Indian audience.

g e , A t t i t u de
Usa
Stage of Usage Across Online Executions

r c e p t i o n of Primary Executions
and Pe
d i um
13%

On l i n e M e 2% 24%
8%
31%

7%
38% 38% 38%

8% 11% 13%

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

85%
69% 62% 55% 51% 50%

EDM
Website

Interactive
Brand

Promo
Website

Display-Rich/

Social Media
Platforms
Text/Static
Display
Ongoing/Currently Used
Planning to Use
Not too Sure When

12 13

Note: Executions with 50% or more usage indicated by marketers,

have been considered Primary.
 At the same time, more than 50% of online marketers still engage in
primary executions such as creating brand websites (85%) and display
Mobile: Much Ado About Nothing?
ads (62% engage in Text/Static ads). Low usage of 'Tertiary
2009 was touted to be the year of Mobile with over 600% growth
Executions' like Viral Marketing (21%) and interactive/emerging media
like Branded Sponsorships (19%), E-commerce (20%), Ingame expected in ad-spends on this medium1, however actual growth of
Advertising (9%) has been one of the biggest barriers in whole-hearted mobile has only been 45% and is likely to drop to 36% in 2010-2011.
adoption of online marketing. While the number of mobile users has increased exponentially in India,
only 1 out of 25 mobile users surf online through their mobile2. As
Secondary Executions smart-phones break away from the 'niche' tag, mobile Internet
penetration increases with evolution in mobile content as well as
44% 51%
mobile ad-serving platforms, coupled with the advent of 3G technology,
59% 60% 63%
63% 63% 67% mass-consumption will play an influential role in the development of
8% mobile marketing landscape in India.
6%
8% 7% 4% 7% 5% 11%
49% 43%
33% 33% 32% 30% 28% 26%

Ad SEO/SEM Contextual Paid Adverblogs Paid Blogs Mobile Spend Share of Mobile in Ad-Pie
Network Search/ Keyword Inclusion Ads/Apps
Listing Search
Rs 129 Cr
Tertiary Executions

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

Rs 95 Cr

66% 74% 75% 0.8%

76% 82% Rs 65 Cr
84% 90% 87% 93%
0.6%

14% 5% 0.4%
6% 5%
21% 21% 20% 19% 6% 10% 3% 7%
11% 9% 8% 7% 5% 2%
Viral
Marketing

App-vertising
E-Commerce

In-Game
Online

Advertising
Video

Referrals/
Branded
Sponsorships

Affiliates

Podcasts

Virtual/
Augmented
Reality

2008-09 2009-10 2010-11

14 Ongoing/Currently Use Planning to Use Not too Sure When 15

1
Note: Executions with 50% to 25% usage indicated by marketers, have been considered Secondary. Webchutney Digital Media Outlook 2009 Report
Executions with 25% usage or below indicated by marketers, have been considered Tertiary. 2
Juxt India Mobile Report 2010
 E-Commerce Demands More Attention
% Spend Share of Mobile Across
Verticals 2009-10 Today, 9 out of 10 online Indians search for product information on
the Internet. E-commerce has the ability to bring the much needed
'differentiation' that brands struggle to obtain in an over-crowded
21% 21% 21% and fiercely competitive market. Online consumers, who form a
sizeable chunk of any brand's target audience with growth in
Internet penetration across classes, have become a powerful
10% resource for such brands to influence brand image, visibility and
8%
7% 6% recall among their peer groups both online and offline.
3% 2% 1%
The convenience associated with researching for products and
purchasing them online cannot be replicated at a brick and mortar

Pharma
BFSI
Consumer Service

Real Estate

Telecom
Auto

Lifestyle Goods
Durable Goods

Infra/Equip/Manufac

IT/ITES/ Internet outlet. Next generation digital consumers are quick to realize the
efficiency of a 'click and mortar' store. This 'disruption' in the
traditional purchase model will only increase in the future with
greater exposure to technology and the advent of m-commerce.
In our conversation with marketers, 7 out 10 indicated they were
not sure how soon they would include e-commerce in their
SMS/Text based marketing has been the only predominant activity marketing strategy and only 20% marketers have utilized this
undertaken in Mobile sans innovative and engaging made-for-mobile

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

channel in 2009.
interactions in 2009. App-vertising and location based advertising have
garnered significant traction on engaging platforms like FourSquare,
Gowalla globally, but lack of similar innovations and adoption by users
in the Indian context has failed to convince marketers to subscribe to
the hype created around this medium.
Only a handful of marketers (25%) claim to increase spends on this
medium next FY; majority (38%) claim to decrease spends or keep it
same (38%).

16 17
 Perception of Online: Just Another These are some of the pertinent reasons why online remains at the
fringe till date. Its ability to target selective audience accurately, poses
'Lead Generation' Medium? a great advantage over 'wastage' witnessed with other mediums but
the number of marketers realizing this potential are few and far in
In an attempt to understand what drives allocations of budgets to between. Their 'mass media' approach towards online has rendered it
online based on marketers' perception and awareness of various just another tool to acquire leads, which may or may not deliver results
attributes and strengths of the medium, we find a majority of sectors as effectively as offline channels.
like FMCG, Durable Goods, Pharma and Infrastructure/
Manufacturing/Equipment investing online for its ability to 'generate
leads' and being a relatively 'economical' medium. Only a handful of
them like Automotive and Media/Publication/Entertainment engage in Marketing Objectives of Top 1000 Marketers
online activities to spread 'brand awareness' and 'engage customers',
while few sectors such BFSI and Consumer Services find value in
Brand Awareness
'utilizing it in integrated marketing campaigns'.

Increase Sales/Leads
1
.8
2
Increase Reach 3 Customer Engagement
.6
BFSI
Your brand utilizes the Internet in integrated marketing campaigns 4
Consumer Services 5
Ability of the Internet to generate leads for your brand 6 Image Consolidation
.4 Internet is an Economical Medium Product Differentiation Base:801

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

.2 FMCG Infrastructure/ Equipment/
Measurability of Return-on- Manufacturing
investment on the Internet Durable Goods
.0
Pharma

-.2 It is ironic that top 1000 marketers' usage of an interactive medium

Reach of Internet in your target audience like online is minimal, whereas 'driving customer engagement' is a top
-.4
Awareness of your brand on the Internet marketing priority. If Internet is not the most engaging medium then
Attributes

-.6 Ability of Internet to engage customers which medium is?

Auto

-.8
Media/Publication/Entertainment
-1.0
- 1.0 - .5 0.0 .5 1.0 1.5
Vertical
18 19

Note: The closer a vertical is to an attribute, the stronger it associaties

with that attribute vis-a-vis other attributes.
 Dissatisfaction with Social Media Execution
Secondary Executions
Relatively Higher. Cool "Tools" Like 100%
Augmented Reality, Podcasts Fail to 80%

Live up to the Hype 60%

40%
Although marketers were forthcoming in embracing Social Media in 20%
2009, certain degree of dissatisfaction with Social Media can be
attributed to lack of awareness in metrics and optimum/appropriate 0%

Paid Keyword
Search

Inclusion
SEO/SEM

Paid
Contextual
Search/Listing

Adverblogs

Blogs

Mobile
Ads/Apps
Ad Network
utilization of this medium.
Despite greater visibility of brands in the Telecom, FMCG and
Automotive sectors (to name a few) across social networking sites in
particular, almost 2 out of the 5 marketers who engage in social media
advertising express dissatisfaction with campaign results.
Tertiary Executions
Social Media seems to have become a popular 'fad', but marketers
100%
haven't really understood how to navigate and steer brand advocacy
among online communities to their distinct advantage. Expressions such 80%
as 'Consumers are the new social currency' are afloat, but haven't been 60%
absorbed at the heart of online campaigns to target influencers who 40%

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

'humanize' brand messages and build positive experiences/brand image.
20%
0%

E-Commerce

Referrals/
Viral
Marketing

Online Video

In-Game
Branded
Sponsorships

Affiliates

Advertising

Podcasts

Virtual/
Augmented
Reality
App-vertising
Primary Executions
100%

80%

60% Dissatisfied Neutral Satisfied

40%
It is obvious to note a high level of satisfaction with online executions
20% where ad-spends are maximum notably with Website Development,
0% Display and Search, while maximum dissatisfaction is witnessed with
Brand Promo Display EDM Display Rich/ Social Tertiary Executions like Virtual/Augmented Reality, Podcasts, In-Game
Website Website Text/Static Interactive Media
20 Platforms Advertising, Branded Sponsorships and E-commerce which have not 21
been able to find a strong footing in online marketing efforts.
Dissatisfied Neutral Satisfied
 Marketers Need to Find Value
Beyond Clicks
CPM-Impressions 33% 67%
7 out of 10 marketers use impressions, clicks and page views,
which are pro lead-generation to evaluate effectiveness of
CPC/CTR/CPA-Clicks/
online marketing activities. If we dig deeper, the advantages of 30% 70%
Conversions
the medium over traditional media have become an impediment
to its growth. Specifically, the innate advantage of its Page Views/
'measurability' has been stretched to 'over-measurability' which 27% 73%
Site Visits-Impressions
reflects in the gap between marketers understanding of the
medium versus its actual potential. Metrics such as Number of Leads
clicks/views/impressions provide 'Quantitative' guidance only, 47% 53%
Geerated-Conversion
not a long term approach to 'Brand Building'.
Reponse to Mail/User/
None of the marketers are looking at measuring consumer 54% 46%
Inquiries-Conversion
behaviour post exposure through other, equally important
factors such as brand searches or view-through conversions Audience Measurement
amongst control groups. While marketers have been bullish in 77% 23%
System (Paid)
promoting brand-awareness through social media, most
attempts at measuring effectiveness of such campaigns Audience Measurement

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

remain limited to the number of 'fans/likes' generated from the 80% 20%
System (Free)
group/page/community. Cross channel synergies require
bespoke evaluation, and the measure of effectiveness of a
social community also translates into impact on brand Share of Voice (SoV) 85% 15%

credibility, its reputation, and number of

recommendations/brand referrals which add equal depth in Reputation Metrics
84% 16%
judging the 'engagement value' of this medium. for Social Media

Not Analyzed/
84% 16%
Doesn’t Work

No Yes
22 23
 Effectiveness of Online vs.
Traditional Media
The pace at which digital marketing has evolved worldwide in just the
last decade is evident in the rampant disruption caused in traditional
marketing methods. How has the Indian advertising market responded
to this change? When questioned about the relative effectiveness of
online vis-a-vis traditional media in our discussion with decision makers
who hold the power to drive this change, a few things emerged clearly.
53% marketers still believe online is 'Less Effective' in creating
brand awareness compared to traditional media.
Only 4 out of 10 marketers consider Online as an effective medium

Digital in engaging customers. Which other medium do the rest 6/10

marketers consider for driving customer engagement effectively?

Outlook 2010 28% consider it effective in generating leads while under-utilizing

the medium as a lead-generation tool. Lack of awareness and poor
understanding of interactive executions such as Social Media have

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

triggered such mis-perceptions about this medium.
Online scores as an effective medium only for obvious reasons
such as driving traffic to a website and creating top-of-mind recall
among users.
It is ironic that marketers consider online less effective in generating
leads which is the biggest reason driving its usage. This contradiction
and ineffective utilization of online as a 'direct marketing tool' blinds
marketer's perception and attitude towards it.

25
 Positive Outlook for
Digital in 2010
Effectiveness of With increase in overall ad spends to Rs 21,523 crore in 2010-11,
Online vs. Traditional Media growth in online ad spends are expected to witness sustained
momentum with 45% increase making it a Rs 876 crore worth
.6
Creating brand awareness market. 51% marketers indicated increase in Online spends in
Driving traffic to a website 2010-11 which is the highest among all mediums.
.4
Less Effective Generating leads
At the same time, the comparative spend share of mediums is
expected to remain skewed towards offline in 2010-11 as well.
.2
More Effective

-.0
Creating top-of-mind recall Comparison of Ad-Spends by
Driving traffic Delivering promotions to customers Type of Execution in 2008-09 vs. 2009-10
to a store
50%
-.2 45%
41%
Share 2008-09
39% 38% Share 2009-10
Attribute

34%

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

-.4 Selling products or services offline Share 2010-11(E)*
Engaging customers
Increasing consideration/preference 23%
About the Same 19%
-.6 14%
-.6 -.4 -.2 -.0 .2 .4 .6 .8
6% 7% 5%
6% 4% 5%
Degree of Effectiveness 3% 4% 2% 0.6%
0.8%
0.4%

TV Print BTI Outdoor Radio Online Mobile

Note: The closer an attribute is to the degree of effectiveness,
the stronger it associates with that degree of effectiveness

While it is disappointing to note that only 3% marketers are

increasing online spends due to its engagement value compared to
other mediums, 26% look forward to increasing online spends for
26 its ability to reach target audience and 24% cite its ability to 27
increase brand awareness.
 Cross Channel Synergies
Reason for Increase in Online Spends will Provide Compelling Hooks
for Brand Engagement
Economical Medium
27% The need for brands to engage their audience online is more than
Increase Reach ever before. It is time for marketers to discard the obscurity in their
26% blinkered perception of how online functions, and open their vision
Increase Awareness to the rise of a new breed consumers online, who are discerning
24%
brand advocates and yearn exposure to cutting-edge, breakthrough
Increase Awareness
11% viral engagement.
Lead Generation/Sales
8% Marketers who remain oblivious to this change in consumer
3% Other Reasons behaviour will be left far behind, while those who accept this change
will need to stay ahead of new technologies and trends that will
Engagement
constantly transform how audiences connect, consume and engage
with brands. Future digital generations will become less sensitive to
staid, interruptive marketing messages and will demand what they
want at the click of a mouse.
% Response to Spend Allocation in 2010-11 Meeting those demands will not be the prerogative of any one

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

medium in isolation, but will require strategic planning of synergies
Increase Same Decrease drawn across channels. Online plays a vital role connecting brands
to their consumers' social repertoires where they create a world of
32% 24% 29% 30% 22%
47% 41% 41% 40% 39% 38% convenience, drive community sharing and immerse themselves
25% whole-heartedly in creating and exchanging relevant
44% 44% 40% 54%
40% 38%
36% 44% 44% 46% content/knowledge.
51%
24% 18% 19% 27% 30% 25% 25%
14% 16% 15%
What this means for brands is an equal representation of media
Other/Emerging
Media
Events/
Exhibition

Newsletters/
Other Publications
Online

Mobile
Marketing
Radio

PR
Outdoor
Print

Direct
Marketing
TV

that best suits the nature of their message, and extends the value
of that message beyond typical direct marketing executions.
Marketers must take stock of the rapid change that technology and
content serving platforms are bringing into the lives of their
consumers, and give them something meaningful to think about or
act on by inviting them to participate and build unique experiences
28 for them to become self-serving brand evangelists. 29
 Methodology
In 2009, Online witnessed a surge in growth worldwide as a
result of the recession. This year, we decided to expand the
scope of our study and identify the impact of global trends on
marketers in India, if any, and therefore spoke to double the
number of decision-makers and influencers vis-a-vis last year.
The 2010 Digital Media Outlook presents opinions and views of
Chief Marketing Officers and Marketing Heads of India's Top
1000 advertisers. We spoke to decision makers across 13
verticals pan India, and conducted
in-depth face-to-face interviews.
The primary objective of the report was to study the nature of
allocation of ad-spends by top marketers across various
mediums. In the process we also analyzed the reason/rationale

© 2010 Webchutney Studio Pvt. Ltd. All rights reserved.

that drives these allocations, specifically towards online. As we
dug deeper, we also faced their current understanding of the
medium, whether marketers have kept pace with digital trends
that influence their consumers and their overall usage, attitude,
perception and satisfaction with the Internet.
The study was conducted over a period of four months
spanning April to July 2010.

30