Campaign India's December series where industry leaders talk about a surprising moment from 2018 and an expectation from 2019 continues.
Here's what Navin Khemka, CEO, MediaCom South Asia, had to say.
Surprising moment of 2018
The most surprising day was when the news of India being the world’s largest data guzzler was out. It was surprising to see how India has taken to consumption of the internet in the form of video, WhatsApp, Facebook etc. driven by cheaper data - the media landscape seems to be changing too fast.
Prediction for 2019
2019 is a big year with the BIG 3 – Lok Sabha Elections, IPL and the Cricket World Cup. With all these means media will be in limelight and the advertising industry is expected to see robust double-digit growth. All media is poised to grow, primarily led by digital. Cross screen planning with robust third party might be a reality leading to better metrics and mix reach. The first half of the year is not expected to be affected as the BIG 3 will help boost the advertising industry. Political stability post elections is very critical for the growth of the industry in the latter half of the year. Advertising could become cautious due to this. Start-ups are also expected to see a robust growth as app crazy Indians adopt more and more of new age technology making their lives simpler!