TALKING POINT: R ANANDAN ON INDIA’S BOOMING INTERNET USE

VOICE, VIDEO AND VERNACULAR WILL CAPTURE THE BEHAVIOUR OF INDIA’S GROWING INTERNET USERS: RAJAN ANANDAN
At the fourth edition of Google’s flagship event Google for India ‘Advertising track’, Google shared insights about the changing Internet landscape in India, and how that is shaping the consumer behavior and creating new opportunities for marketers. Google is evolving its ads offerings for India and after introducing Smart Display campaign in Hindi, the company has expanded its ad products to support Tamil, Bengali, and Telugu across Search, Display and YouTube and are in the process of adding support for Marathi. They are also introducing an India first Form Ads on Search, that allows advertisers to generate leads seamlessly from their mobile search ads. In another India-first launch, Google introduced a campaign planning tool inside Google Ads that allows advertisers to plan reach-based video campaigns at national level with sub-geo targeting across 36 sub-regions and ix top metro cities.

At the session, Rajan Anandan, VP South East Asia and India, Google spoke about the three big aspects that are shaping India’s internet usage today. He said, “Voice, Video and Vernacular are three big themes that capture the behaviour of India’s growing Internet users. Keeping up with the pace of change in India’s user behavior, we’re doubling down on our efforts to innovate our ads products for India.”

YouTube also unveiled its first ever Creative Excellence Award winners - ads that are shaping creative excellence on YouTube in India. The winners include: Apple for face unlock feature, Vodafone for pug is back with its pack, P&G for the Shiksha campaign, Vivo V9 for Bokeh mode and Pepsi for the adventures of Hunny and Choocha.