Comparison of Online v/s Offline

advertising spend by Indian

Advertisers in BFSI Segment
Nethra Nagiri
PGDIM
NITIE

ADVERTISING IN INDIA
By 2017, Indian advertising
industry is estimated to be
Rs. 63,000 crore (US $10
billion) with both print and
TV having a share of 38-40%

ADVERTISING CHANNELS
OFFLINE MEDIUM

ONLINE MEDIUM

T. V. & Radio
Events
Campaigns
Word of Mouth

Web

Networking

Social Media

Cold calls

Mobile

Talks & Presentations

Emailing

Print Media

Pay per click

News Paper
Flyers
Magazines

Referrals
Affiliate
Micro blogging
Search Engine Optimization(SEO)

What is BFSI?
Banking, Financial services & Insurance
COMPANIES

Banking

Financial services

Banking

HDFC Bank, ICICI, SBI, Axis

Bank, PNB, Bank of Baroda
etc.

Financial services

Housing Development Finance

Corporation,
Bajaj
Capital
Limited, L & T Finance Limited
etc.

Insurance

LIC,
Tata
AIG
General
insurance,
Bajaj
Allianz
General Insurance etc.

PRODUCTS

Core
banking,
retail,
private,
corporate,
investment,
cards

Stock-broking, payment
gateways, mutual funds
etc.

Insurance

Life
and
insurances
&
processing

non-life
data

ONLINE VS OFFLINE ADVERTISING SPEND BY BFSI IN INDIA

ONLINE

OFFLINE

BFSI set to gain 50 and 150 % increase in the contribution to

business from internet advertising

BFSI managed to get up to 40 % of their total business leads from

digital advertising

BFSI is one of the largest contributors at 3.8% in 2014, after

FMCG, Auto, Ecommerce and Durables

BFSI contribution to ad spends in radio grew by 4.2% from

2013 to 2014

online ad spend of BFSI(in crores)

Offline Ad spend of BFSI(in crores)

4661

790.02

733.15

538

496.76
2260
1750
1140
605.93
2011
205.2

2012
192.5

2013
271.2
BFSI

Total

2015

96.54
TV

102.8

Radio
2013

2014

Print

1) Fitting the
mobile
experience with
responsive
design
2) Getting more
personal with
personalization
3) Reminding the
consumer to
convert with
retargeting
4) Optimizing
and marketing
for search
engines

MARKETING & COMPETITION

BETTER TECHNOLOGY

1) Better
branding
2) Nurturing
leads
automatically
with marketing
automation
3) Making the
most out of
social media
4) Catering to
the consumer
with mobile
banking
5) Digging into
big data and

PERSONALIZATION

Why BFSI Needs Higher Digital Advertising Spends..?

1) Staying consistent
with email marketing
2) Telling visual
stories with video
marketing
3) Attracting more
consumers with
content marketing
4) Promoting content
with paid
amplification
COMPETITION:
1) Competition from
non banking financial
services like
PAYTM,FREECHARGE
wallets
2) Government
initiatives like
JANDHAN YOJNA
creating much

References
www.ibef.org
GroupM estimates, 2015
www.eMarketer.org
Pitch Maddison Outlook 2015