Campaign India's December series in which industry leaders talk about a surprising moment from 2018 and an expectation from 2019.
Here's what Hiren Shah, founder and chairman, Vertoz, had to say:
A surprising moment from 2018
Given the volatility of the stock markets, it was a pleasant surprise to see that companies in the internet and digital advertising industry sector showed a comparatively steady performance all throughout the year. This reflects upon the market’s confidence and the positive sentiment for the industry. This confidence can be attributed to the burgeoning growth this sector is currently experiencing, owing to the digital revolution in India. With greater internet and mobile penetration, an increasing share of the country’s population is now online, which is opening up more opportunities for advertisers to reach their customers. For this, advertisers can leverage digital advertising techniques like programmatic advertising, which are redefining the way advertisers reach their consumers, bringing in precise targeting capabilities.
A prediction for 2019
The Facebook and Google “Duopoly” is devouring a lion’s share of the ad spends. However, 2019 may be the year that this scenario may change, and advertisers begin to look beyond Google and Facebook. For starters, Amazon is closing the gap pretty quickly, to challenge the two giants. Apart from Amazon, there are other platforms which advertisers can explore. They would certainly do well to diversify their advertising avenues. This will allow them to get a wider audience reach, which drives better performance and consequently, better results. Advertisers in the USA are already on the path of diversifying their platforms. They are employing an average of 2.8 DSPs. However, Indian advertisers still prefer to go with Facebook and Google, over any other platform. In 2019, Indian advertisers are expected to explore more options. They are getting introduced to techniques like programmatic advertising, which is one of the viable options out there. Through programmatic techniques like Real-Time Bidding (RTB), advertisers can reach premium publishers all across the globe, and precisely target their audiences.