For the advertisement industry, e-commerce is the flavour of the season with all players together expected to would spend around Rs. 1,000 crore in this festive month alone, according to industry estimates.
The e-commerce industry has seen a rapid growth in the past two years so much so that it currently accounts for around 10% of Rs. 35,000-crore Indian advertisement market.
“The trend will continue for at least next five years as all e-commerce players are trying to get customers to go online,” said MG Parameshwaran, president Advertising Agencies Association of India (AAAI).
“Everybody is trying to create a name and get people to understand this new model in a short period of time. Hence you spend a lot on promotions,” said Latif Nathani, managing director, eBay India.
“In the last two years advertisement spend by e-commerce players has substantially grown and everybody views this festive season as very crucial,” said Ganesh Subramanian, chief operating officer, Myntra.