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.
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.
