Digital Advertising in India 2022-23
Published May 17, 2022 by SYNARION IT
Digital marketing is a kind of marketing through online platforms like websites and social media platforms. Digital advertisements could be in the form of images, text, audio or even a video. You can easily achieve your business goals and create brand awareness among the customers. Better customer engagement can help drive sales.
The field of digital advertising is pretty new and growing in comparison to traditional forms of advertising such as magazines, television, newspaper, billboards and others. Digital Advertising in India has not grown simply based on the look of ads, but they have grown based on the way they were built and sold to the audience.
If you want to know why online advertising is helpful, you should know that online advertising helps improve brand awareness and customer engagement. These ads can provide you with an insight into the customer demographics. Social media advertising and paid advertising are the most turnkey channels for small brick and mortar businesses.
In this guide, we will be talking more about digital advertising, its types, benefits, and how it can help grow business.
Types of Digital Advertising
There are four different types of digital advertising:
- Social Media
- Paid Search
How is digital advertising different from traditional advertising?
The main difference between the digital and traditional forms of advertising are:
One example of flexibility is how fast digital ads can go live. The traditional process of printing and then distributing ads through different channels such as newspapers and magazines and painting a billboard can take up a lot of time.
On the other hand, Digital Advertising in India does not require time. It can show up on a website just after the ad is created. In fact, in some cases, the ads are generated automatically based on a given template. However, that does take up a bit of time.
You cannot change the ad once it is put up in traditional advertising. However, this is possible in digital ads even when the campaign is live. Based on the specific channel, it may be possible to adjust the timing, frequency, creative content, targeting, etc. You can make adjustments to your ad based on the performance.
Digital ads are flexible in terms of budget as well. While, in certain cases, the cost of a digital ad might be more than that of a traditional form of advertising, it is again available to small scale businesses with a fixed budget.
Traditional forms of advertising reach everyone who sees them. Digital advertising uses different methods to reach a specific target audience group. As a result, it is easier to connect to people and reach the more interested audience in your ad.
For example, suppose you are selling gym equipment. In that case, you can reach an audience interested in gym machinery or even enthusiasts looking forward to starting with such activities. You can reach any audience interested and have visited your website a couple of times. Based on the format, you can limit displaying your ad to certain times of the day or exclude the audience who already has viewed your ad. A digital marketing company makes sure your ad is relevant and specific to the target audience.
Importance of Digital Advertising
Digital advertising has a significant role in today’s businesses. As we spend most of our time on the Internet, it is quite likely that any ad on an online platform is more likely to grab our attention. A person has access to more than 5 devices, from laptops and tabs to smartphones.
Digital marketing makes it possible for you to connect to every online audience. Using digital ads, you can reach an audience when they are surfing the net, shopping online, streaming a TV show, checking out a website or simply spending time on social media.
Even if they do not purchase at that moment, there is a high chance these potential customers will turn into leads after a while. At least they will remember your brand when they are ready to purchase.
Different Forms of Advertising in Digital Marketing
There are different types of advertising formats in digital marketing. Some common types are:
Search Engine Marketing
Search Ads, also known as search engine marketing, usually appear on search engine result pages (SERPs). These text ads usually appear alongside the organic search results.
On Google, there are about 75,000 searches per second. This is a great platform to attract netizens. The search engine marketing strategy has two techniques:
- Search Engine Optimization – SEO involves using strategies that can generate organic traffic. Link building, usage of keywords, and high-quality content can help a page stand out or rank among all the other results in the search engine. This is usually for the long term. Though the costs are low, the return on investment is pretty high. Usually, a Digital marketing company keeps experimenting with different SEO techniques for the best results.
- Paid Advertising – Paid advertising has an advertising pay where the company can pay users who clicked on their ads. This helps to optimize the resources. This sort of content appears on the “AD” section of Google.
Display ads use text and other visual elements like images or animation. It can appear on websites, apps or any other device. They usually are visible alongside the website contents.
It might be in the form of a banner display; Visual ads are incredible ways to help capture the user’s attention and make sure that they click on your message. The Best Digital marketing company in India takes care of the entire advertising policy.
Online video ads are usually in video format. These appear in similar places as display ads: websites, devices, and apps. In-stream video ads appear right before, during and after the video content.
Streaming Media Advertising
These advertisements are displayed while streaming movies or other videos on various OTT channels. Such media content is delivered with the help of the Internet. There is no need for a cable or a satellite connection.
In the case of Digital Advertising in India, audio ads are played either before or while online audio content is being played. One might come across it while listening to a song or a podcast.
Social media advertising
Social media ads are visible on different platforms like Twitter and LinkedIn. It is one of the most efficient channels to connect to your audience. About a million users are active on Facebook, Instagram, Youtube, and LinkedIn. Users should spend about half an hour daily.
Those looking to improve brand awareness must always utilize the potential of these platforms. Organic traffic helps to reach a huge number of people. Social media is generally a great channel for advertising. The Best Digital marketing company makes use of social media policies to improve brand recognition.
According to a survey by Adestra, it has been found that 73% of millennials prefer to have communication with companies through such platforms. As many people are connected to this channel, it is easier to communicate with customers. The ROI in the case of email marketing is pretty high. A digital marketing service provider has email marketing experts who can handle regular customer engagement through such channels.
To achieve this return, a few things must be kept in mind.
- Getting enough subscribers
- Engage with the public
- Keep your audience on the email base
- Look for automation tools to automate the process.
Organically your business will get qualified subscribers over time. As you offer high-quality content, it is obvious that your customers will connect more. One should never buy an email list from someone else. You don’t even know if they are the right audience who are interested in your products.
Also, you can nurture the subscribers with relevant content. But you must be careful. You do not want to spam with emails. It is always good to send something once in a while.
Working on Digital Advertisements
There is no specific answer to the working of digital ads as there are a wide variety of digital ads available. You can find ads which are simple to create and publish. Some ads might need complex tools. Such tools are easily available to Digital marketing service providers. There are some ads available for all kinds of budgets with different pricing models and targeting methods.
Publishing Digital Ads
The way digital ads are displayed depends on the type of ad. With some ads, you can purchase advertising inventory – this is the space where ads are displayed.
It is also possible to make purchases programmatically. It is an automated system for buying and selling digital advertising inventory, including display and video advertising.
Demand Side Platform: One can use a demand-side platform. This software automates the purchasing and management of Digital Advertising in India inventory from various publishers.
Supply Side Platform: A supply-side platform (SSP) is software that helps to automate the sale and management of advertising inventory.
Cost of Digital Advertising
The cost of digital advertising usually differs based on format. CPC, also known as Cost Per Click, is a common kind of pricing. You pay every time someone clicks your ad in this pricing model. Another kind is Cost Per Mile (CPM) which means cost per thousand impressions. In this pricing model, you can pay a certain amount for 1000 impressions or for every 1000 times that your advertisement appears.
You might pay using other models, such as paying every time your ad leads to the desired action. As digital advertising can be measured in a variety of ways – how often an ad appears, how many times it is clicked, how it leads to sales and more. So the pricing can be set up based on the ad’s intention.
Metrics of Digital Advertising
Digital ads can be measured in every aspect of performance. If you want to measure the campaign of digital advertising, then you must use these metrics.
- Clicks: The number of times an ad is clicked
- Impressions: Number of times your ad appears
- CTR: Percentage of impressions that leads to a click
- Reach: Number of viewers who see your ad
- Video Completion Rate: Number of times viewers watch the entire ad
The following metrics help to measure the campaign results.
- Conversion Rate – Number of times a customer clicked or made a purchase after viewing the ad.
- Ad-attributed sales – Purchases which can be traced back to the ad.
- Return on Investment (ROI) – Net Profit earned from your ad campaign concerning the budget spent.
- Advertising Cost of Sales (ACOS) – Ratio of ad spend to ad-attributed sales.
- New to Brand Sales – Number of purchases made by customers who never bought from you before.
Best Practices and Tips for Digital Advertising
Though digital advertising strategy can be very complex, there are a few practices that you can implement.
Reach the right audience
Digital advertising makes it possible to target a certain group of audience. So, you can reach your potential customers who are most likely to engage with your brand.
Performance metrics for digital ads can be tracked more easily than traditional ads. You just need to stay updated on how your campaign is working. Keeping track of the campaign will make it easier to understand what is working and what is not.
It is possible to customize every aspect of a digital ad. Right from the copy to the visual assets. The budget matters as well. The best way to find success with your digital ad campaign is to test different variables to maximize the results. Optimization has to be a part of the campaign. The Best Digital advertising company in India will help implement these steps.
Digital ads are quite sophisticated. Your ad must be visually appealing. It should have great catchy content and can target the right set of audiences. You need to be authentic about the process and what exactly you are offering.
The kind of digital advertising channels usually depends on the kind of business and what exactly you are planning to achieve. Social media ads are here to help create high-quality, engaging ads. If you are trying to increase brand awareness, then native or display advertising might be the right choice.
Before you jump into paid digital ads, you need to start with the basics. Just make sure that the online information is clear, accurate, and consistent. You can use the free tools available on different platforms to help grow your online presence and brand awareness. Experts from the Top Digital advertising agency are quite aware of the tips and tricks necessary for implementing the best advertising campaigns.