“We help our clients decode changing consumer behavior and the impact of the pandemic”

The advertising industry has seen spending by players in the FMCG, e-commerce and SME segments in 2020 and 2021, says Tushar Vyas, President – Growth & Transformation – GroupM (South Asia). In an interaction with e4m, Vyas also explained how many companies have gone 100% digital with the intention of reaching consumers directly.

What consumer trends have you noticed over the past 2-3 years?

Changing consumer behavior and the evolution of the digital and technology ecosystem remain key enablers. The pandemic has not only accelerated digital media consumption, but digital transformation will impact every facet of the marketing value chain.

Which categories have performed well over the past two years, and which are struggling?

Advertising spending in 2020 and 2021 was strongly supported by FMCG, e-commerce and the SME segment. The growth of FMCG has taken place thanks to e-commerce, increased rural consumption, the need for trust/health and hygiene products, the proliferation of direct-to-consumer businesses and the increase in competitive activities.

Sub-segments like online shopping, edtech, gaming, video and fintech have seen significant consumer recovery during the pandemic. Advertisers in these segments have taken advantage of this opportunity and have shown their presence in 2020 and 2021.

With digitization proving imminent after the pandemic and the dynamism of the startup ecosystem, many companies in this space have digitized in an effort to reach consumers directly. Most of them started with 100% digital to use the captive audience available on the Internet.

How do you help your customers who belong to categories in difficulty?

Our teams have worked with clients to decipher changing consumer behavior and the impact of the pandemic – helping them understand the growth lever, media spend optimization, new opportunities and direction to results.

We also help clients on their digital transformation journey, growing and growing their e-commerce presence and building stronger data and analytics capabilities.

Give us a sneak peek at GroupM’s latest “This Year, Next Year” (TYNY).

The advertising industry has developed well in 2021 and a growing economy like India is expected to support growth in advertising spending. The current economic environment also appears favorable for the industry, the report suggests. There are factors beyond economic indicators that shape the industry. These are often leading indicators that can be transformational.

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