As we enter the new year, IAS conducted a deep dive into what will shape 2022: The Industry Pulse – India Edition.
2022, when compared to 2021, will see advertising continue working to regain some pre-pandemic normalcy. In another sense, it was revolutionary — some fads fomented into real change, and ways of consuming digital media were shifting in seemingly permanent ways. In short, our industry learned to expect the unexpected.
This year, we invite you to explore the 2022 Industry Pulse and join us in helping publishers and advertisers anticipate, innovate, and excel in 2022.
Some key priorities we found that will guide the year forward are:
- Social platforms are poised to be on the top of the priority list for India, to harness the growing popularity of user-generated content and the growth of influencer marketing, with Mobile (77%) ranked as the top priority, followed by Social media (71%) and Digital video (64%),
- With mobile video streaming, consumers gain faster 5G mobile connections — but the threat of ad fraud looms. 78% of India media experts agree that threats such as ad fraud will be a greater concern to their online campaigns, especially across mobile environments this year.
- Respondents cited insufficient transparency (65%) and eroding consumer trust (62%) as key factors to adjusting their ad spending in 2022.
Interested in finding out more? Download the 2022 India Industry Pulse Report.
