Does getting into interactive advertising call for huge investments?
Yes. Interactive advertising calls for huge investments. To start with, interactive advertising needs creative people, who are very expensive. Then comes training and technology. All these entail huge investments. Only those advertising agencies which are prepared to invest in all these areas will become successfully interactive and Internet-driven. How do you see the Indian advertising industry evolving five years down the line? The top 15 advertising agencies will account for as much as 80 per cent of the total business. And there might be some 100 advertising agencies fighting for the balance. So, shakeout is inevitable. Eventually, business volume will decline and it will become difficult to sustain. The Indian advertising industry will double in size to Rs 20,000 crore. There will be only two or three agencies operating in the Rs 3,000 crore-bracket.
