A majority of consumers in India (75%) prefer to see personalised ads, according to the new India Advertising Report 2017 from Adobe Digital Insights. Online ads tend to be viewed as more useful and interesting compared to traditional radio or magazine ads, according to the survey of 3,000 consumers and 300 marketers earlier this year.
Respondents in Australia, South Korea and India found personalised and funnier adverts offered a distinct improvement over other online ads. Australians also prefer ads to be delivered less frequently, whilst Indians prefer relevant and targeted ads, and South Koreans enjoy visually appealing content ads.
Indian consumers are overall more likely to trust brands with their personal data and believe that marketers are respectful of their privacy rights.
Mobile makes up over a third of video viewing time, with Millennials spending 41% of time to view content on mobile devices, compared to 34% among other generations.
Video viewing time however varies widely between countries, with India consuming more video on mobiles (34%), followed by South Korea (29%) and Australia (22%).
Mickey Mericle, Vice-President, Marketing and Customer Insights, Adobe, explains:
“Personalised experiences are key to winning customer confidence, and brands in India are strongly positioned to ride on this trend by leveraging the digital wave sweeping across the country. The ADI data clearly establishes that India’s vast millennial population is the most positive on the relevance of advertising they see today, and perhaps more appreciative of marketers’ efforts to drive relevance, as they started online in time when efforts were rudimentary and less effective. We see this boosting the confidence of marketers embracing digital strategies to drive businesses goals and deliver enhanced customer experiences.”
According to consumer opinion, just 48% of advertisers have improved over the last 24 months, whilst advertisers tend to think 63% have improved. Naturally, consumer opinion counts.
Indian advertisers are particularly interested in programmatic ads with 25-38% of advertisers planning to spend over half of their budgets across programmatic channels.
Quality is another key area of focus for marketers with 53% of Indian advertisers interested in improving their media quality followed by more accurate measurements of return on ad spend (ROAS). Interestingly, 82% of them agree that independent, third-party measurements are very important.
Kulmeet Bawa, Managing Director, Adobe, South Asia, concludes that the Indian market is in a unique position right now, given smartphone growth rates alongside Internet network expansions and a tech-savvy Millennial population.
“Major brands in India across verticals, including retail, media and entertainment, BFSI and government are already demonstrating evolved digital strategies for effective customer engagement. We are seeing that marketers in India are ready to embrace the digital mind-set more than ever before, and acknowledge the significance of a solid digital marketing strategy towards delivering amazing customer experiences that drive real business impact.”