Tablets, smartphones to fuel online advertising

Some advertisers differ. “I don’t see print and TV losing significantly to internet in the immediate future,” says Srinivasan Swamy, chairman and managing director at RK Swamy BBDO, an advertising agency. “Internet advertising is small today and will take another five years to reach 8-10% of the media spends.”

Till then, I don’t see any major impact,” he added. His agency, however, is planning to train its employees to handle internet advertising to address the new media needs of its clients.

Internet use will explode as cellphones and tablets are used for data access, says Punitha Arumugam, chairman, Madison Media. “Then, it would have a substantial impact on print and TV spends.”

“However, given the convergence of all content to a single screen, it also opens up a world of exciting possibilities for print and TV players,” she added.

As many as 51% data consumers said they were okay with advertisements on their devices if they could access content for free, data by Nielsen Media, a media research agency, released on January 9, 2012 said. “Free apps are preferred by mobile consumers, though many opt for a combination of free and paid apps to include in their collection, which usually averages 33 apps total,” it said.

Among tablet and smartphone users who downloaded only free apps in December 2011, 33%

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