Ad spending may soon shift from TV to digital

Over 600 million Indians pay for cable television or over-the-top (OTT) and other content through telcos, according to a recent EY report. The number is expected to grow to over 750 million by 2021.

How content providers create is changing, and with that, digital advertising will change as well. Traditionally, advertising has been done in silos, based on the platform, says Kedar Gavane, vice-president, sales and partners (India and Australia), Comscore. According to him, what’s changing is the interplay between devices—television, desktop and mobile.

“Today’s media planners are asking how storytelling for a particular brand is changing when I use all these platforms together. How can I bring efficiencies in the way I spend money and how I can bring complementary reach across platforms,” Gavane said.