Online ad spend to touch Rs 993 crore in 2010-11: IAMAI-IMRB

The online ad spend is expected to grow by 28 per cent in the current financial year. Display advertising spends will continue to remain bigger than text advertising.

The total online ad spend is estimated reach the Rs 993 crore mark in the current financial year, as per IAMAI-IMRB Online Advertisement study. Of that, Rs 534 crore will be routed to display advertising (mostly banner advertising), while Rs 459 crore will be spent on text-based online advertising.

In the last financial year (2009-10), the total amount of money spent on online advertising was Rs 785 crore; about Rs 417 crore went to display advertising, while Rs 368 crore was spent on text advertising, the study adds.

Travel (13 per cent), BFSI (12 per cent), telecom (13 per cent) and automobile (12 per cent) are the few sectors which will contribute about 50 per cent of display ad spend during this financial year. The rest will be contributed by sectors such as consumer durables (9 per cent), online publishers (8 per cent), IT (8 per cent), FMCG (7 per cent), education (7 per cent), electronic media (6 per cent) and print media (1 per cent).

The percentage of spend on display advertising by mentioned sectors was more or less the same in the last financial year.

Sectors which are anticipated to become the top contributors to text advertising in this fiscal year are BFSI (24 per cent), travel (20 per cent) and online publishers (16 per cent). About 40 per cent of the text ad spend is expected to be contributed by auto (6 per cent), telecom (7 per cent), IT (10 per cent), education (4 per cent), FMCG (4 per cent), consumer durable (3 per cent) and print and electronic media (2 per cent).