- The advertisement expenditure (adex) of the digital media, which includes internet and mobile mediums, has increased by 74 per cent to Rs 680 crore in 2008-09,
- The digital media will see a growth of 25 per cent this year as compared with just 7 per cent for TV and a fall to -2 per cent and -4 per cent for newspapers and magazines, respectively.
- Industry players attribute the adex growth to the size of the internet users, price factor, good return on investment and on the accountability of the medium.
- The online user base in India is 45.3 million by September 2008, according to the latest Internet and Mobile Association of India report — 42 million are urban and the remaining 3.3 million rural.
- The ad rates on the internet, compared with other forms of media, play a vital role in increasing the revenue of the segment.
- Industry players predict a good future for the internet medium. it predicts that the sector will see a rapid growth in the next two to three years.
- “Percentages are not important. The internet’s share in the total adex is 15-16 per cent in many Western countries, while in India it is just two or three per cent. That is because we lacked infrastructure which is rapidly picking up and the sector, in the next two three years, will see a boom,”
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