Posted March 02, 2018 05:14:06The sign advertising services industry is booming in India, where the country’s internet service providers (ISPs) are among the biggest users of digital sign-up tools, which help them attract more customers to their networks.
But the boom in the sector is also coming at a cost to the industry’s reputation.
The industry is already facing stiff competition from other sign-selling services such as Google’s AdSense and Yahoo’s AdWords, which have taken advantage of a huge rise in digital signups, while digital advertisers have been forced to spend more time and effort to develop their campaigns and create new business models.
To combat the rise of digital adverts, Indian Internet Service Providers (ISP) are looking to their rivals in the world of software to make their sign-sales business more profitable.
According to a recent report by the IT & Internet Technology Association (IT&I), the sign-advertising sector in India will soon be worth $11 billion in the next five years, up from $5 billion a decade ago.
The rise in sign-sold services comes as Indian Internet service providers have been grappling with the fallout from the financial crisis of 2008-09, which caused an unprecedented collapse in internet service revenue.
In fact, India’s digital ad revenue is expected to fall to $4.6 billion by 2020, according to a report from global consulting firm Wipro, which estimates that India’s online ad revenue will have to fall below $1 billion in order to compete with Google, Yahoo and other digital advertising providers.
To counter the threat, the Indian government has mandated that internet service users can only use their personal data for their own purposes and not for advertising purposes.
For this reason, the government has recently introduced a slew of new rules to make the digital ad industry more transparent.
The latest set of rules, introduced in October, allows online advertisers to opt-out of sharing information about their advertising revenue with third parties and allows companies to opt out of using the personal data of their customers.
The government’s new rules are not without flaws.
While some companies have already decided to opt in to sharing data with third-party marketers, others are still waiting for a ruling on whether or not their data will be used to advertise their products and services.
But it is hoped that the rules will help the industry to become more competitive.
“Sign-sale companies, which are not just advertising platforms, are also growing at a time when the market for advertising has gone through a dramatic downturn in the last decade,” said Pradeep Kapoor, president of digital marketing agency, Kapoor &.
Lizan Singh, president, IT && Web Solutions India, a Mumbai-based agency, said that the government’s efforts to bring in more transparency in the sign industry is a positive step, as the industry is not yet the same as it was a decade back.
But some critics have expressed their discontent over the way the new rules have been implemented.
“The rules are confusing and there is no clarity on the issue of opt-outs and opt-in.
They are not clear on the amount of personal data that is to be shared and the data will only be shared with third party marketers,” said a member of the digital marketing industry, who asked not to be named.”
What we are seeing is a situation where people have been told to pay Rs 10,000 to opt for a service and then the provider will collect the information from their customer,” the member said.”
There is a disconnect in how the rules are being implemented.
We have been telling the government that this is a bad move, but they are not listening.”
While the rules were initially introduced in September 2016, the implementation has been slower than some other countries, said an official of a digital marketing firm.
“It took six months for the new regulations to come into force.
It is a long time and not a big push,” the official said.
The official also questioned the use of Aadhaar numbers, which the government is considering using as a way to make payments to online advertisers.
The digital ad services industry has faced a lot of criticism from the government, which has repeatedly warned that the industry has grown too fast and that there is a need to ensure that it does not grow too fast.
However, some industry leaders are confident that the new regulation will not affect the sign market in the slightest.
“I believe the government will continue to push to make this industry more efficient and to improve the quality of services provided.
This is good for everyone,” said Sajjad Malik, president and CEO of ad agency, Media &.; Technology, an agency that deals with digital advertising in India.