New Delhi: Digital media in India is set to cross a key inflection point some time this year.
Digital’s share of advertising will rise to Rs1,969 crore in 2012, overtaking outdoor (Rs1,841 crore) and establishing a clear lead over radio (Rs1,618 crore), according to media buyer GroupM India. Last year, these numbers were Rs1,515 crore, Rs1,697 crore and Rs1,458 crore, respectively

The digital domain is drawing an increasing share of advertising budgets, thanks to the traction of the social media, the ability to monitor online campaigns in real time, and the potential inherent in India’s move from 2G to 4G (fourth generation, high-speed Internet networks), skirting the damp squib that is 3G (third-generation, high-speed mobile services).

Already several large advertising networks have acquired stakes in smaller, independent digital media agencies in the country. Earlier in June, JWT, a WPP group agency in India, announced the acquisition of a majority stake in the online business of Hungama Digital Media Entertainment Pvt. Ltd founded by Neeraj Roy.

Max Hegerman, who has headed JWT’s digital media initiative for the past four years, will announce the appointment of a national creative director for the new business soon.
“There is a need for partnerships to build a core digital capability as the perception of the medium is changing from being a repository of information towards creating engagement with consumers

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