As one opens the most visited Indian site, http:// www.irctc.co.in, one can notice some advertisements from `Itz Cash' or `Done Card' in a banner format . As one clicks on the link given in the site, some advertisements appear in the form of `Pop Ups'. These advertisements are sometimes astonishing and sometimes irritating. These ads symbolize the emergence of the `Online advertising' industry. This significant customer base and new emergent technology are redefining the whole advertising market. In this context, Internet and the World Wide Web are emerging as the new platforms to deliver marketing messages and attract customers through search engines, banner ads, social network advertising, advertising networks, e-mail-marketing, rich media, pop-ups, e-mail spam and online classified advertising.
The first online advertisement was created by Hotwired for AT&T and it appeared on the Net on October 25, 1994. A major dotcom crash in 2001 had diminished the success of online advertising. However, this industry has worked to revive itself and is now a $9 bn industry. The business of online advertising is growing three times faster than any other form of advertising.
A recent report by FICCI reveals the market value of the Indian online advertising as Rs. 270 cr, that represents a 69% Y-o-Y growth from 2007. However, this still stands as just 1.3% of total advertising. The Lintas media report, cites that Internet advertising in India is at Rs. 215 cr, that represents a 43% Y-o-Y growth from 2007. Also, the report forecasts that the market would grow to Rs. 2,500 cr by 2011. Thus, the marketing value of Indian online advertising is Rs. 242.5 cr which is the average of both the above figures. This is more than the estimate given by Starcom MediaVest Group in April 2007 which put the Indian online advertising market value at Rs. 225 cr.
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