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How Big Is Digital Media In India?

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Disclaimer: I am the co-founder of a Digital Marketing Training Company. I have never ran any campaign on any other Media platforms. So, my views might be biased.

Few years back, when we started Digital Vidya, I used to have an open discussion on this question in every workshop we conducted.  All the traditional Media platforms including TV, Newspapers and Radio were classified in the category of “Mass Media“, which have the potential to reach out to mass audience and Digital was most considered as an “Engaging Media“, which is different from the “Mass Media” channel. Is it really true?

I started to enquire into what is the actual reach of other media platforms. The first major problem that I faced was that there was no clear metrics that I can trust, specially, if you have started your career in Digital Domain. In Digital Domain we are used to evaluate the exact numbers like Registerd Users, Monthly Active Users, Page Views, goal tracking etc.

While having discussion with people in traditional media space, I used to get metrics like No. of TV owned households, Total DTH connections, Television Rating Point (TRP), total circulations and Opportunity to See. None of these Metrics was convincing enough to give me reasonable estimate of  “Number of people” viewing or reading a particular content in a given day/month. This was the closest that I could get to the reach of one of the leading publishing media in India.

While I was having a discussion with one of the senior sales team member, I got to know that their media circulation across all cities is close to 80 Lakhs. If we multiply that with Opportunity-to-See each publication, the total readership is in the order of 2-2.25 Crores.

Let’s try to compare that with “Reach” of Digital Media. Internet Users in India will cross 300 million mark by December 2014 according to ‘Internet in India 2014’ report jointly published by the Internet and Mobile Association of India (IAMAI) and IMRB International, which is close to 15 times the reach of the leading publishing Media!

If we look at various media players in Digital Space in India, here is the list of top 10 players as per the data shared by Similarweb.com.

Digital Media Channels in India

The leading Digital Media players are Google & Facebook. Let’s deeply look into how big are each of these channels, individually. To know the reach of Facebook, you can access Facebook Ads Creation interface. It will give you almost real-time details of users’ profiles on Facebook. As per Facebook Ads, Facebook has close to 11.4 crores registered users, but by the way, is it possible to acquire close to 50% of this reach for any organisation!

Facebook Users in India

Looking at these numbers, I do not think there is any reason why Indian Business across all domains and of all sizes should not be seriously exploring Opportunities in Digital Marketing. If you need further Orientation on various Digital Marketing Techniques, you can try out our 2.5 hrs FREE Digital Marketing Master Course to get an overview of what our business is doing in the Digital Domain.

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