Viability of Print Advertisement and Digital Advertisement

‘Necessity is the mother of invention’ nowadays is quoted as ‘invention’ is mother of necessity in the business world.

Nowadays, people experience new things every day. The current market invents interesting things to satisfy the requirements of the user and making life easier for them. It is only though advertisement people recognize these goods. The demand is created only through advertising through different media. The two main modes of advertising are print media and digital media, the backbones of commerce industry.

Traditional advertising or print advertising is more effective for enhancing business at a local level. When it comes to print media advertising, circulation plays a vital role. The more circulated a printed publication is, the larger section of readers receives advertisements. The downside of print advertising is that even if placed in well-known and largely circulated publications, the advertisement may simply go un-noticed. Sometimes to counteract the lackluster readership response to a print advertisement, a company should post the advertisement in a relevant magazine.

Digital advertising helps to generate a wider geographic net toward a specific kind of customer. The major advantage of digital advertising is that it is an affordable cost form of advertising and is more easily acceptable for a specific fixed budget amount compared to the fees required for the publishing an advertisement in print. One of the most important features of digital advertisement is that the digital ad can be interactive that can take the form of a simple video clip, a brief game or even an interactive video game sponsored by some advertiser, depending upon budget constraints. Interactive ads provide a more memorable experience for the advertisement viewers than printed advertisements.

Pros of Print advertisement and Digital ads

In this era of high technology, print ads still have their place as effective medium to generate good marketing value of a product or service and even improve sales. Whereas, digital advertisements are best option for companies having fixed budget, a digital advertisement offers an advertiser a greater control over its viewers. Hence, less money is wasted on the viewers who have no interest in the particular advertisement. The print advertisements are particularly effective since anyone can afford a newspaper, even the poor, whereas computers and digital ads require a certain level of affluence to access. One can generate useful marketing information with digital advertising, since most proprietary systems of digital advertising offers additional information on user trends and successful referrals. To make a larger impact on readers, an attractive, full-page advertisement in the print media is necessary, since smaller advertisements are more easily ignored by readers. But overall digital ads are the best suited to most retail and remote service-based business needs.

The Indian market is estimated to be worth US$ 18 billion by 2017. With increasing brand awareness and purchasing power among-st the youth, especially in small cities, spending by Indian consumers is expected to grow four times to US$ 4.2 trillion by 2017. Such high growth potential in consumer spending attracts keen interest in different marketing and strategy initiatives.

India has 120 million internet users who spend approximately 16 hours per month online. Time spent online has a significant association with digital advertisement on internet which may help grow online advertising. The digital advertising market is fastest growing segment in India.

The online advertising market in India is expected to touch Rs 3,000 crore in 2015 from Rs 2,000 crore in 2014. Of the current Rs 2,750 crore, digital advertisement market contributes the large part. Search advertisements constitute nearly 38 per cent of total advertisement followed by display advertisement at 29 per cent. The Internet's share in total advertising revenue is estimated to grow to 16 per cent in 2018. Online advertising or digital advertising which was estimated at Rs 3,000 crore in 2014, could rise nearly threefold to Rs 10,000 crore in five years, increasing at a compound annual rate of 28 per cent.

The interesting fact is that Indians paid Rs 25,200 crore to access the Internet in 2014, a figure greater than the Rs 22,000 crore that print medium garnered in subscription and advertising.

Source: LinkedIn