Statista, a leading provider of market and consumer data, estimated that digital advertising spends in 2017 were USD 266.24 billion. This was nearly 50% of advertising across all media. In itself, this is a spectacular achievement considering that the Internet itself came into existence a mere 23 years ago.
Tag Archives: Digital Advertising
Adgully recently spoke to Karthik Kumar, Director, Rage Communications on the business perspective of the company and the future of digital & web-based marketing in India.
A strategy expert with over 35 years of experience Karthik Kumar has worked with some of India’s best known market research and advertising agencies such as IMRB a WPP Company, MARG, now re-christened as AC Nielsen India and Rediffusion DY&R. During his tenure at these organizations Kumar has worked closely with many multinational brands such as Levi’s, Citi, Henkel, Ericson and Colgate Palmolive.
Advertisers who have discovered pay-per-click (PPC) advertising overnight become evangelists of ‘digital advertising’, virtuously declaring the control they have over their budgets and the ability to measure the ‘return on investment’ on their advertising spends.
True, the control and measurability turbo-charges the realised value of advertising, but, as usual, the enthusiasm needs to be tempered with a dose of reality.