Meet the open internet - where you can reach almost 600 million consumers in India.
Media habits have changed. And your advertising strategy should too. Unlock advertising’s biggest opportunities beyond search and social in India, with our latest insights here — Gateway to the open internet.
Are you investing where they are?
Consumers in India spend 52% of their time online beyond search and social. However, brands today invest less than 20% of their ad spend on the open internet1 . It’s time to put your dollars where it matters most.
Sources: 1 Kanchan Srivastava, 'Will India's Digital Ad Revenue Surpass Projections?', e4M, 14 November 2022. 2 The Trade Desk and Kantar, Gateway to the Open Internet: India Edition, research fielded September 2022.
Why the open internet matters
An open strategy for every brand.
Listening to music and podcasts, browsing websites and streaming TV shows, movies and live sports — that’s what draws consumers to the open internet. And if your brand isn’t right there with them, you’re missing countless opportunities for greater impact.
Rethink where your audiences are.
To maximise your brand’s impact, it’s more important than ever to reach the right audience, at the right place.
Indian consumers are most engaged before and after work, on the open internet. On the other hand, walled gardens remain popular as they multitask during work hours.
Source: The Trade Desk and Kantar, Gateway to the Open Internet: India Edition, research fielded September 2022.
Minimise disruptions. Maximise engagement.
With a growing demand for local and regional shows, quality of content is key among consumers in India. And as brand ads appear alongside premium content on OTT, viewers find them more trustworthy as well.
Source: The Trade Desk and Kantar, Gateway to the Open Internet: India Edition, research fielded September 2022.
With premium content comes greater brand impact.
It’s time to leverage data for brand growth and impact. The more immersed consumers are on the open internet, the better your campaign’s reach and impact.
Source: The Trade Desk and Kantar, Gateway to the Open Internet: India Edition, research fielded September 2022.
The future of digital advertising. Powered by the open internet.
To create the ideal omnichannel marketing plan of tomorrow, it’s key for marketers to go beyond walled gardens — launching smarter, and more impactful campaigns. Download our latest report to find out how.