MAM
India’s AdEx revised to Rs 62,483 cr. by EEMA; includes ‘experiential’ with 13.6 per cent share
MUMBAI: ‘Experiential Marketing’ or the concept of creating a bond between the consumer and the brand beyond ‘buying and selling’ by immersing them in an experience, is an underrated and underrepresented form of marketing, several marketers guiltily admit.
Historically they have shied away from accepting experiential as a separate media to spend on, due to the dearth of representative figures, measurement challenges and studies done on the subject.
Off-late things have changed and experts observe that experiential marketing is increasingly becoming part of the popular marketing conversation, thanks to the acceptance of digital and the advent of several new technologies.
This has led to several industry bodies to sit up and take notice, and do a quantitative evaluation of the sector. In fact a recent report on the sector released at the EEMAX Conclave 2016 has raised India’s estimated total adex for 2016-2017 to Rs 62,483 cr by including an additional ad ex of Rs 8,483 cr represented by experiential marketing.
As per a report compiled by Business World and Tstratoo, in partnership with Event and Entertainment Management Association (EEMA), between 2014 and 2016 the experiential marketing industry has seen an estimated 16 to 17 per cent growth.
The EY-EEMA report for 2014-2015 assessed the experiential marketing industry size to be worth Rs 6250 cr in terms of revenue out of which Rs 3750 cr represented the organised sector and Rs 2500, the unorganised sector. Estimates for its 2015-2016 report pegs the industry at Rs 7281 cr, showing a growing increase in the representation of the organised sector. It amounted to Rs 4,369 of the total worth in 15-16 financial year.
EY-EEMA predicts sector’s growth
Identifying ‘experiential’ as a whole new media segment in which marketers are investing their media budget, the study further provides an advertisement expenditure break-up.
FICCI-KPMG report predicts India’s total AdEx to reach Rs 54000 cr in the year 2016. Citing that advertising spend in the experiential marketing sector doesn’t feature in the major industry reports like FICCI-KPMG, GroupM’s TYNY and Pitch Madison, the report takes the liberty to include the estimated Rs 8,483 in the total adex, increasing it to Rs 62,483.
Upon consulting the report with marketing expert and Maxus experiential marketing national direct Vidur Patney, he said, “It is a disorganised and fragmented sector. Not many firms have a process or are part of larger groups to ensure that the quoted figures are spot on to be used in such researches. While I trust EY, the numbers are what companies say, and are seldom validated.”
Brands
EcoMedia Solutions launches EcoMeter to track carbon impact in media
New tool aims to bring real data and accountability to ads and events
GURUGRAM: EcoMedia Solutions has rolled out EcoMeter, a new solution designed to bring sharper carbon accountability to advertising, media, marketing and events.
Built on its proprietary EMS platform, EcoMeter aims to help brands and agencies measure the environmental impact of campaigns and on-ground activations using real-world data rather than broad estimates.
The move comes as sustainability gains traction across boardrooms, even as measurement within the advertising ecosystem remains patchy and often reliant on spend-based assumptions. EcoMeter attempts to change that by using localised emission factors and activity-based inputs, offering a more grounded view of carbon output.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That does not reflect what is actually happening on the ground,” said EcoMedia Solutions founder & CEO Rumjhum Gupta. She added that the tool factors in variables such as location, execution and materials to deliver a more accurate picture.
The platform allows users to compare media choices based on environmental impact, plan lower-carbon campaigns and generate data-backed ESG and BRSR reports. It spans formats including OOH, DOOH, print, digital and live events, bringing sustainability into the same decision-making framework as cost and performance.
EcoMedia Solutions says the larger goal is to move the industry beyond surface-level sustainability claims towards measurable action. As scrutiny from consumers, investors and regulators intensifies, tools like EcoMeter could play a key role in helping brands back intent with credible data.
With this launch, the company is betting that the next big metric in advertising will not just be reach or ROI, but impact that can be counted in carbon.
