MAM
Google, Facebook corners more than half of advertising revenue spend in Asia
NEW DELHI: Google and Facebook have cornered around 60 per cent of the advertising revenue spent online in Asia, even as the online spending on commercials in India is around seven per cent.
A study by Economist Intelligence Unit‘s (EIU) report on environment for Asia‘s Internet businesses revealed that the market is challenging as its size in Asia is still small and there are many players competing in the online advertising space.
Monetisation through online advertising is not easy, as even big names in the global publishing industry have seen that there are simply too many players competing for same advertising dollars, the report said.
“In Asia this is compounded by the small size of individual markets. In Malaysia and Thailand, for example, just one per cent of advertising revenue is spent online. In India, this is slightly higher at seven per cent. But of the $ 410 million being spent online, 60 per cent goes to Google and Facebook, with only the remaining 40 per cent going to other online players,” it added.
This is mainly because Google and Facebook have the highest number of users on the internet, being the top two sites in the world.
“Online advertising budgets, while growing, remain small and skewed towards the larger players. While e-commerce is growing rapidly, finding the winning business model remains difficult in many markets,” the EIU report said.
Outside of North Asia, entrepreneurs report that internet users are reluctant to pay for intangible items such as content. This is particularly so when there is pirated content easily available, it added.
However, EIU said mobile advertising is slowly gaining traction and Asia will be one of the biggest markets.
While online advertising in Asia is forecast to grow at a modest pace (from 24 per cent of worldwide online advertising in 2010 to 26 per cent by 2015), the mobile advertising market is really taking off.
By 2015, Asia is expected to account for one-third of the mobile advertising market globally, it said.
Online advertising spend in India was about Rs 2,260 crore as of March 2013 and is estimated to grow to Rs 2,938 crore by 2014, while, mobile advertising is estimated to reach Rs 250 crore in 2013, a growth of 40 per cent year-on-year.
Globally, online advertising revenue stood at USD 99 billion in 2012, which is estimated to grow at 15 per cent to USD 113.5 billion in 2013. In the case of mobile advertising, the revenues were USD 6.4 billion in 2012 and is expected to touch USD 9.7 billion in 2013.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
