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Vice President, Global Head of Marketing, InMobi
Mobile-focused advertising network InMobi recently launched a slate of advanced video ad formats for advertisers targeting smartphone users in India. The move underscored how important rich media ad formats have become in the maturing market. eMarketer’s Rahul Chadha spoke with Arun Pattabhiraman, vice president and global head of marketing for InMobi, about the evolution of India’s mobile-first ecosystem, and what advertisers need to focus on to connect with consumers there.
eMarketer: How would you describe the overall state of the online advertising market in India right now?
Arun Pattabhiraman: Compared to developed markets such as the US or even more advanced Eastern markets like China, India is at a nascent stage. If you look at the overall contribution of digital to the media spend, it’s significantly lower in India. TV and newspapers continue to be the dominant mediums for advertising, with digital contributing only about 12% to 15% at the most, and about 30% of that range goes to mobile.
Mobile Video App Install Ad Benchmarks Worldwide: Top 10 Countries, Ranked by Ad Spending Share, Q1 2016 & Q1 2017 (% of total among ads served by InMobi)
Programmatic Video Ad Benchmarks Worldwide: Fraud Impression Rates, by Country, Q1 2017 (among impressions analyzed by Pixalate)
Desktop Digital Video Ad Benchmarks in Select Countries in Asia-Pacific: Viewable Completion Rate, Q3 2016 (based on impressions served on the TubeMogul platform)
Digital Video Ad Benchmarks in Select Countries: Completion Rates, March 2015-Sep 2016 (among impressions served by DoubleClick)
Average Daily Time Spent Searching for TV/Video Content Among Internet Users in Select Countries, Q2 2016 (minutes)
Asia-Pacific Time Spent with Media: China, Japan, South Korea and India Estimates and Forecasts for 2013–2018
Time Spent with Media and Ad Spending in India: eMarketer's Estimates and Forecast
Marketing in India: To Target New Audiences, Advertisers Need to Go Local and Mobile
Marketers in India Still Reluctant to Spend Big Despite Sizable Digital Opportunities
India's Digital Advertisers Shift Spending to Video