MAM
Online advertising to overtake television by 2019: PwC
MUMBAI: The latest edition of the ‘Global Entertainment and Media Outlook’ 2015-2019 compiled by PwC clearly indicates digital advertising as the way forward. According to the report, revenue for digital advertising is expected to grow at a fast a rate of 12.2 per cent Compound Annual Growth Rate (CAGR) against 1.2 per cent for non-digital. Though, non-digital advertising will still command 60 per cent of the total global ad spend in 2019.
What’s worth noting is that the global revenue on advertisement will see a rise at a CAGR of 4.7 per cent to 2019, with Indonesia emerging as the fastest growing advertising market at CAGR of 12.9 per cent.
By 2019, digital advertising as a whole – including digital out-of-home – will account for 38.7 per cent of total global advertising revenue. The internet’s triumph over television as a medium for advertising will be facilitated by the fast growing market for mobile and internet video advertising.
Mobile internet advertising will surge at a 23.1 per cent CAGR to 2019, overtaking display internet advertising globally in 2018 and replacing paid search in the US by 2016 as the leading internet advertising category. Global video advertising spend which is also expected to rise at a CAGR of 19.5 per cent will be catalyzed by a near-doubling of global smartphone connections to 3.85billion in the said year.
This rapid rise in mobile and internet video advertising calls for media companies to offer both native and programmatory inventory of their advertising portfolios, taking into consideration the timescales and skills set of these two varied mediums which need different management.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
