Trends 2020: Advertisers now eyeing meaningful & outcome-based media

Saket Sinha, Senior Vice President, Client Leadership, m/SIX, lists the big changes expected in terms of content growth, consumers’ digital footprint, data regulation and AdEx growth in 2020. 

What were the few big changes that you think were of importance in 2019 for our industry?
The biggest change for our industry was TRAI’s New Tariff Order (NTO) and its consequent impact. 

What are the big changes that you are expecting in 2020?
The early news for 2020 has not been encouraging, with quarterly growth forecasts at 4.5-4.6 per cent. This could lead to a digital-first approach with more accountability, measurability, and an outcome-based approach. Video, Vernacular & Voice will see phenomenal growth, thus leading to great demand for content. 

How has consumer behaviour changed with the introduction of tech-based marketing?
There is a heightened awareness of privacy and data security. However, the number of people who are actively choosing not to disclose their digital footprint is minuscule. Even if you don’t want it, you end up leaving a solid footprint. 

Consumers freak out on seeing the sharp targeted messaging capabilities, but we have barely scratched the surface in terms of possibilities as well as capability. So, consumers can expect more. 

Are we expected to see some big shifts around data regulation in India?
There is a Government notification about law for data regulation on the lines of GDPR. The new rules also state that companies would have to hand over “non-personal” data of their users to the Government, and New Delhi would also hold the power to collect any data of its citizens without consent to serve sovereignty and the larger public interest. This could result in a lot of unrest from free speech activities. 

How do you anticipate the AdEx growth across platforms in 2020?
The growth should be in high single digits (9-9.5 per cent). Advertisers will spend, but on meaningful and outcome-based solutions/ media. TV would continue to mirror overall AdEx growth. Digital would grow faster.