Digital vs Print Advertising in India a Casestudy

In India according to reports for every hundred rupees spent by advertisers, Rs 91 is spent on television and the print media while the outd...

In India according to reports for every hundred rupees spent by advertisers, Rs 91 is spent on television and the print media while the outdoor media accounts for Rs 5. The rest is divided between cinema, radio and the Internet. i am amazed at such numbers considering my own experience.A few years ago at my first job my head of marketing told me the old age story that 50% of advertising is wasted but he doesn't know which part now I can tell you that if you use digital you can know which part goes wasted while if you are stuck in traditional TV and print you will still have no clue what amount of your money is getting wasted. We advertised in print, internet and mobile on same day for a amount of Rs 10,000 each
  1. Print got 10 conversions
  2. Internet got 250 conversions ( through Google search ads)
  3. Mobile got 300 conversions (through sms campaign)
This is a clear case of using digital for getting a much higher response especially for direct response advertisers. For brand marketeers however the case is getting a higher reach which can be achieved only through Television but even in that case some internet sites are now getting comparable to english news and business channels while some of the top internet sites getting more visitors than english newspapers. if U.S is any indication future is digital for India also but only for english speaking urban population as of now
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1 comment

VJ1681 said...

Hi Abhishek
Very nice article, very interesting case study.
Can you tell me something more about the same? Which Ad? What Product? etc etc.
Rgds
VJ

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