“Even with the global financial crisis, India digital market is one of fastest growing market in the world. With world’s 2nd largest online population and most of the growth coming from mobile India Digital landscape is transforming rapidly. Mobile helped internet to reach the rural population and increase its penetration to 34% as compared to 18% in 2014. We still face issues such as high cost, diversity of language and culture, education which needs to be addressed for further penetration.” Said Viren Anand, Founder Sense Digital Media
In an interaction with MediAvataar India, Viren took us through the advent and progression of programmatic buying in India and how more and more marketers are hinting towards it.
Here’s the complete Q&A….
MediAvataar: Throw some light on the phenomenon of Programmatic buying in India.
Viren: Programmatic buying is now showing some positive signs. As compared to 2011 when RTB went mainstream, there were very few takes in India for automated buying both at publisher and clients end. Lack of expertise, huge investment in technology and lack of SaaS providers for RTB, Bidders, DMPs, DSPs and SSps were few factors restricting the same. Now with development in technology and focus on audience instead of sites/publishers is opening market for programmatic buying in India.
MediAvataar: We are competing against a whole range of communication specialists – from marketing agencies, to in-house teams and freelancers. How do you stand out to win the pitch?
Viren: We are not a competition to them. We are a solution provider. Agencies are our clients too. Our offerings are very niche and targeted. We work with multiple clients and have different media strategies for each one of them. We are more of a solution provider than a media sellers.
MediAvataar: Programmatic in India is a fairly recent phenomenon. How do you think it will pan its progress?
Viren: It’s not that recent. Just that there were less takers earlier. Programmatic uses intelligent data to purchase advertising. Smarter targeting and intelligent data collection is motivation clients to invest in DMPs and try to understand their customer behavior much better. It’s helping client to take smarter decision based on data. On the other hand flexibility to choose between open bidding (RTB) and premium inventory publishers are opening up for the RTB integration. With mobile devices, usage, and behavior changing rapidly, programmatic environment have to offer much more.
MediAvataar: How would you describe the digital landscape of India at the moment?
Viren: Even with the global financial crisis, India digital market is one of fastest growing market in the world. With world’s 2nd largest online population and most of the growth coming from mobile India Digital landscape is transforming rapidly. Mobile helped internet to reach the rural population and increase its penetration to 34% as compared to 18% in 2014. We still face issues such as high cost, diversity of language and culture, education which needs to be addressed for further penetration.
MediAvataar: Three digital marketing trends you think marketers should imply.
Viren: Data is the key – Invest in collecting meaningful data will help brands to reach out to the consumer. Consumers no more trust a brand communication. They read a lot about the brand before choosing one. Better data will help brand to make that decision in their favor.
Invest in good content – Customer associate himself with the brand stories. Investment in good content be it video or articles is a must. Seeding stories on social media and with the help of native advertising will become an essential part of online strategies.
Mobile – Next grown of internet user is to come from mobile phones. Developing integrated strategies for web and mobile is the future.
What would be your advice to people who are thinking of starting their own venture?
This is the right time to start. With India making a mark in international markets, world eyes are on India looking for the next big thing. Have faith in your Idea, build a strong and trustful team and go for it.
MediAvataar: Where do you see the future of Digital marketing, and communications heading?
Viren: Marketing automation will lead the growth for digital marketing and communication. Investment in technology for buying media, making strategies and understanding the online consumer behavior is where the future is. Consumer buying decision is getting complex and we need to understand today’s customer journeys across devices and time.
