Tablets, smartphones to fuel online advertising

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Nikita Upadhyay, Lalitha Srinivasan: Mumbai, Jan 16 2012, 01:23 IST

base — will be a major beneficiary of soaring internet use. Out of India’s 121 million internet users, 97 million are active, meaning they access internet at least once a month, show data provided by the Internet and Mobile Association of India and Indian Market Research Bureau.

Some advertisers say the tablet boom will affect print and television advertising only when internet access charges fall.

“At first, low-cost tablets will rely on print and TV to create awareness for their brands,” says Prasoon Joshi, executive chairman and regional executive creative director, McCann Erickson, Asia Pacific. “There will be a difference in print and TV advertising with the entry of these devices.”

“But the big difference will happen when connectivity is available at affordable prices,” he adds.

However, some say tablets will piggyback on smart phones, which have already made a mark in India.

“Three years from now, low-cost tablet adoption will be faster as the smart phone base is already there. These users will be the first to migrate to tablets,” says Abhishek Chauhan, senior consultant at Frost & Sullivan. “By 2017, the number of tablet users will go up to 22-24 million from 3 lakh at present.”

The rise in smartphone and tablet usage will propel digital advertising more than the traditional print and television media, say some experts.

“Non-traditional media which include digital communications in India is growing faster than traditional media,” says Ashish Bhasin, chairman, Aegis Media, a media-buying company. “The split ratio between mass media advertising and below-the-line-advertising (BTL) which includes digital advertising

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