Given the current situation where #print media has taken a massive hit because of #COVID19outbreak I wonder what's the way forward:

Let's put the numbers for a better perspective:

1. Out of 69,000 Cr ad spends print gets about 20,000 crore & is second biggest medium post TV

2. Radio, Cinema and OOH are unlikely to show any gains from print's loss

3. That leaves TV and Digital as key contenders

20,000 crore pa for print crore means 1700 crores per month

TV aside of #news genre itself would struggle to get its content factory back anytime soon

Let’s look at sectoral split for adex in Print & TV

What stands out is this :

1. FFARER or FMCG / Auto / Education/ Retail / Real Estate / Fashion are the key categories for print

2. In addition to above Telecom / Durables & E-commerce are key categories for TV adex

However, what is empirically known is that it’s been tough to shift ad dollars to digital publishers (significantly) from the following categories:

1. FMCG
2. Education
3. Auto
4. Real Estate
5. Durables & Even Telecom

Quick migration to digital seems difficult to me for

Also Digital has another problem

1. Disproportionately high spends go into Search / Display (largely GDN) & Social (bundling YouTube as well here)

2. Digital Publishers are not really monetising enough

So what does that mean if print can't stage a comeback?

I see the following scenarios emerge:

1. Expect Horizontals like Amazon / Flipkart to show hefty gains on ad led revenue

2. Verticals like Myntra will also gain around fashion spends

3. Contd..

3. Biggest gainers however are likely to be the likes of Milkbasket / BigBasket / Grofers

Since they would be the new moment of truth or point of sale -FMCG would finally have a platform where dollars could shift and with measurable impact

4. But the joker in the pack is #OTT

With people developing a habit of #MXPlayer , #Netflix , #PrimeVideo and other OTT platforms, this is where I expect major ad dollars to shift

What's going to resonate with advertisers is the availability of their core TG readily across these platforms

Apps like TikTok and lingual networks like Sharechat would also see a growth especially on the back of Non Metro spends moving there

I also see a fresh wave of ad supported #edtech platforms which could give subscription driven platform like Byjus a tough time

It's going to a very interesting 12 months in the media shift that we are going to witness! Brace