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Writer's pictureRISHI KORDE

The advertising industry in 2024 is marked by considerable uncertainty, presenting numerous challenges for startups.




In 2023, the Indian startup ecosystem faced significant challenges, including a decline in investments, reduced valuations, governance issues, retrospective taxes, and decreased marketing spends. Layoffs, shutdowns, and diminished advertising efforts became prevalent. Experts anticipate that 2024 will be a crucial year, shaping the future of the media and advertising landscape. Media agencies, especially those catering to startups, are expected to experience a slowdown as clients slash marketing budgets to maintain profitability. The crisis could impact both traditional and digital advertising platforms, with concerns about a potential recalibration in the advertising and media sector.

Indian startups secured only $10 billion in funding in 2023, a 60% decrease from the $25 billion raised in 2022. The median ticket size also dropped to $2.2 million from $4 million. High-profile startups like Byju's faced significant losses and a sharp decline in valuation. Edtech and gaming startups, once dominant advertisers, are grappling with challenges such as retrospective taxes and legal battles. Crypto firms ceased advertising due to regulatory issues, and government bans affected betting companies.

The fund crunch at startups has hampered their ability to invest in advertising, limiting overall industry spending. Startups are streamlining operations by closing non-core verticals, reducing expenses, and freezing recruitment. This has led to a cutback in advertising expenditure. The impact is expected to be felt across traditional channels like TV and print, as well as digital media platforms. However, opinions vary, with some predicting a rise in digital ad spend, driven by tech startups seeking better visibility and ROI.

Startups are adopting a more analytical and data-driven approach to advertising, prioritizing cost-effective channels and campaigns with clear cost-effectiveness and better ROI. Traditional channels like print and TV are anticipated to be hit harder due to their higher costs. Tech giants Google and Meta reported significant ad revenue growth in India, attributed to small and medium-sized businesses (SMBs).

In response to the fund crunch, startups are expected to pivot their advertising budgets towards cost-effective digital platforms, emphasizing performance marketing over brand building. This shift focuses on measurable results, with startups prioritizing metrics like conversions, click-through rates, and user engagement to allocate resources effectively and achieve trackable growth outcomes.



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