MUMBAI: Domestic brokerage firm Kotak Institutional Equities<\/a> said that there could be potential triggers during the second half of fiscal year 2018 like strong Government stimuli to boost consumption, acceleration in unorganised-to-organised after implementation of GST, and rise in ad intensity led by Patanjali, Reliance Jio<\/a>, which could have a positive impact on the ad spends.
\n
TV ad<\/a> spends growth could be muted at 10 per cent this calendar year (CY) as against 14-19 per cent growth over the past 3-4 years, largely dragged down by weak volume growth of the FMCG sector<\/a>.
\n
\"FMCG ad spends growth decelerated in the calendar year 2016 due to a weak volume growth followed by impact of
demonetisation<\/a>. We expect recovery from demonetisation over the next 2-3 months or so, but recent increase in raw material prices can put some pressure on margins which in turn could constrain double-digit increase in ad budgets in calendar year 2017,\" it said.
\n
\nThe brokerage firm noted that funding constraints, lack of improvement in economics and consolidation will weigh on ad growth from the e-commerce sector.
\n
\"We note e-commerce ad spends grew many fold during calendar year 2013-15 and boosted TV ad spends growth. This category grew marginally below
industry<\/a> in CY 2016 even as it saw closures, ad budget cuts and consolidation thanks to the step up in advertising from mobile wallets.
\n
\"We expect this category to underperform TV industry in CY 2017 as well, unless there is a meaningful rise in ad intensity induced by
Alibaba<\/a> which is likely to enter Indian e-commerce space directly or through its investee companies in PayTM<\/a> and Snapdeal<\/a>.\"
\n
\nFMCG accounts for nearly 49 per cent of TV ad spends, while e-commerce contributes around 7 per cent of the TV ad expenditure, Kotak Institutional said.
\n
\n
\n<\/p><\/body>","next_sibling":[{"msid":56698783,"title":"CCI seeks Airtel, Vodafone, Idea's reaction to Reliance Jio claim","entity_type":"ARTICLE","link":"\/news\/cci-seeks-airtel-vodafone-ideas-reaction-to-reliance-jio-claim\/56698783","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":56698983,"entity_type":"ARTICLE","title":"Rise in ad intensity led by Reliance Jio & Patanjali to have positive impact on ad spends","synopsis":"\"FMCG ad spends growth decelerated in the calendar year 2016 due to a weak volume growth followed by impact of demonetisation.\"","titleseo":"telecomnews\/rise-in-ad-intensity-led-by-reliance-jio-patanjali-to-have-positive-impact-on-ad-spends","status":"ACTIVE","authors":[],"Alttitle":{"minfo":""},"artag":"PTI","artdate":"2017-01-21 09:52:25","lastupd":"2017-01-21 10:07:54","breadcrumbTags":["Reliance Jio","industry","fmcg sector","ADS","TV ad","Kotak Institutional Equities","Alibaba","SnapDeal","PayTM","demonetisation"],"secinfo":{"seolocation":"telecomnews\/rise-in-ad-intensity-led-by-reliance-jio-patanjali-to-have-positive-impact-on-ad-spends"}}" data-authors="[" "]" data-category-name="" data-category_id="" data-date="2017-01-21" data-index="article_1">

增加广告强度由依赖Jio &帕坦伽利的观点对广告花费有积极的影响

“快速消费品广告支出增长减速在2016年度由于体积增长疲软demonetisation紧随其后的影响。”

  • 更新2017年1月21日10:07点坚持

孟买:国内经纪公司科塔克机构股票说,可能有潜在的2018财年下半年触发像强有力的政府刺激消费的刺激,加速unorganised-to-organised销售税实现后,和增加广告强度由帕坦伽利的观点,依赖Jio,这可能有积极影响的广告支出。

电视广告花费增长10%可能在今年增长百分之14 - 19 (CY)反对在过去3 - 4年,主要由体积增长疲软的拖累快速消费品行业

“快速消费品广告支出增长减速在2016年度由于体积增长疲软的影响紧随其后demonetisation。我们预计复苏demonetisation未来2 - 3个月左右,但最近的原材料价格上涨可以放一些利润率压力进而限制两位数的增加在2017年度广告预算,”它说。

经纪公司表示,资金约束,缺乏改善经济和电子商务部门的整合将影响广告的增长。

“我们注意到电子商务广告花了许多褶皱在历年2013 - 15和提高电视广告支出增长。这个类别下面的小幅增长行业2016年CY即使它看见闭包,广告预算削减和整合由于加大广告从移动钱包。

“我们预计这类表现不佳电视行业2017年CY,除非有一个有意义的广告引起的强度阿里巴巴可能进入印度电子商务空间直接或通过其投资企业PayTMSnapdeal”。

快速消费品占近49%的电视广告花费,而电子商务的贡献约7%的电视广告支出,科塔克机构说。


  • 发表在2017年1月21日09:52点坚持
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MUMBAI: Domestic brokerage firm Kotak Institutional Equities<\/a> said that there could be potential triggers during the second half of fiscal year 2018 like strong Government stimuli to boost consumption, acceleration in unorganised-to-organised after implementation of GST, and rise in ad intensity led by Patanjali, Reliance Jio<\/a>, which could have a positive impact on the ad spends.
\n
TV ad<\/a> spends growth could be muted at 10 per cent this calendar year (CY) as against 14-19 per cent growth over the past 3-4 years, largely dragged down by weak volume growth of the FMCG sector<\/a>.
\n
\"FMCG ad spends growth decelerated in the calendar year 2016 due to a weak volume growth followed by impact of
demonetisation<\/a>. We expect recovery from demonetisation over the next 2-3 months or so, but recent increase in raw material prices can put some pressure on margins which in turn could constrain double-digit increase in ad budgets in calendar year 2017,\" it said.
\n
\nThe brokerage firm noted that funding constraints, lack of improvement in economics and consolidation will weigh on ad growth from the e-commerce sector.
\n
\"We note e-commerce ad spends grew many fold during calendar year 2013-15 and boosted TV ad spends growth. This category grew marginally below
industry<\/a> in CY 2016 even as it saw closures, ad budget cuts and consolidation thanks to the step up in advertising from mobile wallets.
\n
\"We expect this category to underperform TV industry in CY 2017 as well, unless there is a meaningful rise in ad intensity induced by
Alibaba<\/a> which is likely to enter Indian e-commerce space directly or through its investee companies in PayTM<\/a> and Snapdeal<\/a>.\"
\n
\nFMCG accounts for nearly 49 per cent of TV ad spends, while e-commerce contributes around 7 per cent of the TV ad expenditure, Kotak Institutional said.
\n
\n
\n<\/p><\/body>","next_sibling":[{"msid":56698783,"title":"CCI seeks Airtel, Vodafone, Idea's reaction to Reliance Jio claim","entity_type":"ARTICLE","link":"\/news\/cci-seeks-airtel-vodafone-ideas-reaction-to-reliance-jio-claim\/56698783","category_name":null,"category_name_seo":"telecomnews"}],"related_content":[],"msid":56698983,"entity_type":"ARTICLE","title":"Rise in ad intensity led by Reliance Jio & Patanjali to have positive impact on ad spends","synopsis":"\"FMCG ad spends growth decelerated in the calendar year 2016 due to a weak volume growth followed by impact of demonetisation.\"","titleseo":"telecomnews\/rise-in-ad-intensity-led-by-reliance-jio-patanjali-to-have-positive-impact-on-ad-spends","status":"ACTIVE","authors":[],"Alttitle":{"minfo":""},"artag":"PTI","artdate":"2017-01-21 09:52:25","lastupd":"2017-01-21 10:07:54","breadcrumbTags":["Reliance Jio","industry","fmcg sector","ADS","TV ad","Kotak Institutional Equities","Alibaba","SnapDeal","PayTM","demonetisation"],"secinfo":{"seolocation":"telecomnews\/rise-in-ad-intensity-led-by-reliance-jio-patanjali-to-have-positive-impact-on-ad-spends"}}" data-news_link="//www.iser-br.com/news/rise-in-ad-intensity-led-by-reliance-jio-patanjali-to-have-positive-impact-on-ad-spends/56698983">