MAM
Mobile advertising to surpass desktop in 2020: DAN Digital Advertising Report
DELHI: The year 2020 will witness ad spends on mobile devices surpassing the spends on desktop for the first-ever-time, indicates the DAN Digital Advertising In India report launched in New Delhi on Thursday. The spending on mobile devices is expected to grow by 41 per cent during the year and will amount for 52 per cent of the digital advertising share. Mobile advertising had a share of 47 per cent in digital spends in 2019 and is expected to hit 64 per cent in 2022.
The fourth edition of the annual report, deemed as one of the most trusted and accurate estimates of digital advertising trends in the country, was launched under the theme of digital becoming a Rs 50,000 crore opportunity by 2025 in the presence of top management from various agencies under DAN network, including CEO APAC and chairman India Ashish Bhasin and CEO India Anand Bhadkamkar.
The report also reveals the possibility of the digital advertising industry growing at a CAGR of 27 per cent to reach Rs 17,377 crore by the end of 2020. It is estimated to reach industry size of Rs 58,550 crore by the end of 2025. This humongous growth has been attributed to the advancements in marketing technologies and creativity, advent of 5G technology, and increased adoption of e-commerce advertising.
According to the report, the overall Indian advertising industry will grow by 10.9 per cent to reach Rs 74,952 crore by the end of 2020 and is expected to grow at 11.83 per cent CAGR to reach a market size of Rs 1,33,921 crore by 2025. The share of television will remain steady throughout 2020, close to the 39 per cent mark it had recorded in 2019.
As per the findings mentioned in the report, FMCG has the highest expenditure on advertising amounting to Rs. 20,182 crore, which is 30 per cent of the overall segments, followed by e-commerce and advertising. Interestingly, FMCG spends the majority of its ad budgets (61 per cent) on television. The biggest spenders on digital media are BFSI (42 per cent), consumer durables (38 per cent), and e-commerce (37 per cent).
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
