Agencies beefing up digital wing ops to meet growing online ad demand

Written by Lalitha Srinivasan | Mumbai | Updated: Sep 15 2014, 22:25pm hrs
To meet the growing online advertising demand, Indian advertising agencies are scaling up the operations of their digital wings with new initiatives, tools and processes.

For instance, Ogilvy & Mather India (O&M) is recruiting fresh talent to add muscle to its digital wing Neo@ Ogilvy while rival FCB Ulka Advertising is investing in upgrading its technological capabilities to offer specialised services. Madison World is building customised tools for online advertising and Leo Burnett India is integrating its digital team with main line advertising to offer a seamless digital communication.

The online advertising market in India will reach R3,575 crore by March next year, a 30 % rise from R2,750 crore in March 2014, according to a joint study by the Internet and Mobile Association of India (IAMAI) and IMRB International.

Recognising the growth potential of this sector, Dentzu Aegis Network has integrated its three digital specialist companies Isobar, Webchutney and iProspectCommunicate2 to form a Digital council to offer specialised digital services to its clients.

On O&Ms online advertising plans, Sanjay Ramakrishnan, president & country head of neo @ Ogilvy, said, We have set up a centre of excellence which houses engineering and product folks with the focus on new product development in the ad tech space.

He said the agency is also beefing up the e-commerce business to offer end-to-end solution starting from usability and design to analytic to platform implementation to go to market strategy.

According to a recent data from GroupM India, brands spent around R2,520 crore in digital media advertising in 2013, up 30% from a year earlier. It estimates this expenditure to grow 35% year-on-year to reach R3,402 crore in 2014.

Madison World is conducting training sessions to teach its entire team the nuances of digital advertising. This effort can dovetail digital into every communication plan we recommend to our clients. This makes our digital solution more integrated than just a stand-alone offering, said Gautam Kiyawat, CEO, Madison Media Group.

Madison is also investing in technology to make its campaign management tools more efficient. We have built custom tools that combines media deliveries across both legacy and digital media. Our campaign management tool is ready to take advantage of programmatic buys, explained Kiyawat.

Madison launched Madison Unicorn, a propriety tool, which uses advanced analytics to raise return on investment of online ad campaigns.

Like Madison, FCB Ulkas new initiatives are driven by investments in enhancing technology capabilities to deliver better value. We have set up an analytics wing that powers realtime data/information for better understanding of the consumer. We are setting up programmatic buying for more efficient campaign deliveries, said Nitin Karkare, COO, FCB Ulka Advertising, Mumbai.

On Digital Council, Ashish Bhasin, chairman & CEO South Asia, Dentsu Aegis Network, said, the objective behind the move is to provide its clients specialised expertise in the digital advertising arena. Our council has 500 digital specialists from seven cities to offer their services. We are also launching our global tools and process in India. We are now recruiting fresh talent to scale up our operations in this domain, he added.

Saurab Varma, CEO, Leo Burnett India, said, the agency is strengthening its operations in Delhi to woo online advertisers. We are building expertise across content. We are creating an integrated team that is we are integrating our digital team with main line team to offer seamless communication, he added.