MAM
DoubleClick’s cross media ad spending report indicates drop
NEW YORK: DoubleClick, a leading provider of marketing tools for advertisers, direct marketers and web publishers, has announced the release of its Cross Media Ad Spending report commissioned in conjunction with Nielsen//NetRatings. The study was designed to gain a complete picture of the relative growth of ad spending by media and the key industry segments in the US over the last five years.
The study supports the drop that all media has seen in ad spending with the recession. More specifically, the data found that certain categories of advertising, magazines and online advertising have been particularly hard hit.
The following are some findings from the study:
The television ad spend has recovered quicker than any other media. With more than half of ad expenditures, 55 per cent in 2001, spot and network television together maintain the primary share of advertising spending. However, its growth has flattened out over the past few years. In some categories it has gained share, particularly from magazines, because advertisers have sought efficient mass audience reach in a recession environment. In fact, most of the advertising growth over the last year has come from local TV news with an increase of over 9 per cent, Hispanic TV with nearly 7 per cent, and Network TV with nearly 6 per cent.
Furthermore, the data shows that newspapers are second to television in terms of ad spending in the media mix but they have seen ad spending decline since mid 2000. The current decline has primarily affected the local newspapers, which have seen some of the biggest swings in ad spending over the last five years. They experienced the highs of the tight job market, increased classified ad spending and are now going through the low.
Online ad dollars have followed in categories transformed by the Internet .The adoption of the online medium has caused some of the most dramatic media consumption and purchasing shifts over the past few years and ad dollars have followed in categories where the purchase process has been transformed by the unique capabilities of the Internet. The publishing and media sector uses the Internet to attract new users to their sites. The sector devoted 15.5 per cent of their total first quarter 2002 spend of $479 million to online advertising.
The results of the study claim that certain key categories are actually spending much more significant portions of their advertising budgets online. The Internet has surpassed other traditional media such as radio, outdoor and is gaining this share from categories where online has become a material purchase or information channel such as retail, travel and employment services.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
