The research paper “Rise of online advertising in India” by Pallavi Mishra, UttarPradesh, India, aims at researching into the online advertising market in India,closely tracking the way in which the Indian online ad industry has evolved. In the first part of her research she briefly introduces the concept of onlineadvertising, the different forms of it and the various advantages and benefits it has.She continues to explain the growth potential the industry has in store fordeveloping countries like India, indirectly connecting the revenues in the UnitedStates that the internet advertising has gauged.
Later in the second half of the paper, the authors statistics mention that onlineadvertising market of India was estimated at INR 75 crores for the financial year2009-10 out of which display advertisements contributed about INR 417 crores, whereas text advertisements about INR 368 crores, in the total revenuesgenerated. This amounts to a remarkable increase of approximately 26% over theprevious financial year. She further quotes that display advertisements areexpected to post a growth of 30% in the financial year 2013-14 followed closelyby text advertisements which are expected to grow at 26% during the sameperiod, briefly supporting her point of argument on the growth potential India hasin the online advertising industry.
However the author’s methodology relies only on library and online research anddoesn’t really have any primary analysis for exploring the dimensions of onlineadvertising. Especially in this area of study it would have been useful toincorporate methods that explore psychological impacts like for exampleobserving advertisers and audience in experimental tests to be able to measureand document the actual usage and rise of the internet advertising. Conductingseveral interviews as a common qualitative approach or which ever methodwould possibly have delivered results that were more helpful to proving the initialresearch title, should have been done.
In the concluding parts of the paper the author states that in India, there is stillscepticism about the utility of online advertising capable of reaching the massesand more importantly, increasing revenues and augmenting profits. She furthercloses the argument by quoting, that supporting growth and development ofinternet advertising in India is not an easy task given the complex demographicvariables like socio-cultural linguistic and religious diversity of India, urban-ruraldivide, etc, and that numerous lacunae have to be filled before the internetadvertising industry can flourish in India. Although the research title is clearly identified, the study and its results seem tofail adding valuable information to this topic. Additionally it seems like the author herself is not completely convinced and fears the stable growth of internetadvertising in India. Therefore due to the lack of foundation for recommendationsof further studies, which is however also recognized by the author herself, it canbe said that there is not much of reliability on the informative value of this study.