Digital Advertising Opportunities in Bangladesh
What is Digital Advertising?
Digital advertising, also called Internet advertising (“Internet marketing”) is when businesses leverage Internet technologies to deliver promotional advertisements to consumers.
Global Digital Advertising Market Size:
Digital Ad spending worldwide is on the rise. It is observed by Statista, one of the leading statistics companies on the internet; global digital ad spending will increase up to 335.48 billion in 2020 from 194.6 billion in 2016.
Programmatic technology, which automates online ad placement, is forecast to be worth $42 billion globally in 2020. It will be a key driver of media buying and innovation primarily in USA followed by China, Japan and the U.K.
About 50% of total global ad sales will be digital by 2020. Australia is likely to be a big spender here, with 65 percent of its ad budgets going on digital by 2020, while China is likely to spend 59 percent and the U.S. 56 percent. Ad sales targeted to Mobile users will contribute heavily to this with an estimation to increase by 120% in 2020 from 2015.
ZenithOptimedia identifies Bangladesh as one of the 30 rising media markets with long‐term potential for rapid growth. It forecasts advertising expenditure in these 30 markets to grow at an average rate of 15% a year between 2015 and 2018 — more than three times faster than global average — and to increase by $3.9 billion to $11.6 billion.
Bangladesh Digital Advertising Market Size:
The digital advertising market in Bangladesh is expanding thanks to rapid growth in Internet penetration which is Approx. 68 Mil at present. We have 120 Mil mobile phone subscribers out of which 80 Mil is active, approx. 50% uses smart phone to access internet. About 61 Mil people access internet through mobile phone while 70% of that through smart phones. According to sources digital advertising market is half a billion BDT yearly in Bangladesh and growing at 5–7% YOY.
Key Players in Bangladesh Market:
Corporate and local businesses predominantly find google and facebook reliable for placing advertisement to reach their targeted audience. Others include local ad networks like G&R, Rits Ads and AdPlay.
Customer Expectation with Digital Ad Network:
I have visited and connected with almost 60 corporate and local businesses in Dhaka city and found the following requirement they have with digital ad network
· Advertisement placement into publisher network in Bangla language
· Specific location based targeting — as precise as only Gulshan area in the city
· Specific mobile operator targeting
· Interest based targeting
· Mobile device targeting only — in some cases specific brand and operating system
· Remarketing to selected targeted audience with customized ad
· Publisher list selection option
Youths in Bangladesh are tech savvy, about 80% of total internet users are in between 18 to 34 years. Bangladesh has a median age of 25.4, and the 8th largest population in the world (Source: World Bank). As a matter of fact, Bangladesh has a lower median age than most Asian countries, slightly below India’s 26.6 and above Pakistan’s 22.8. Furthermore, youth comprise of one third of the country’s entire population, while 70% of the population is under the age of 35 which is making companies spend more on digital channels to reach their targeted audience. Telco’s and FMCG are the main spender in Digital advertising in Bangladesh right now with yearly 5–10% of total advertising budget across companies at present but this percentage is increasing rapidly across industries as more customers are becoming aware of its benefits.