Clients and Regulatory Body of Advertising: ADVERTISING MEDIA OF BANGLADESH: TV, Radio, Newspaper, Internet, Sms

The advertising industry is made of companies that advertise, agencies that create the
advertisements, media that carries the ads, and a host of people like copy editors,
visualizers, brand managers, researchers, creative heads and designers who take it the last
mile to the customer or receiver.
The size of the advertisement market in Bangladesh including print, electronic, online and
billboard is estimated at more than Tk 2,000 crore annually and it grows at 10 percent a
year, according to industry insiders
There was very little advertising practice in Bangladesh before independence (1971) due to
inadequate industrialization and learning.
Demands for specialized advertising agencies were very limited. Pioneers in the field such as
Bitopi, East Asistic (now Asiatic), and Interspan entered the market almost in the year 1967.
ADVERTISING MEDIA OF BANGLADESH: TV,radio,newspaper,internet,sms
CLIENTS AND REGULATORY BODY OF ADVERTISING

private national companies (PNCs), multinational companies (MNCs), and Non-
Government Organizations (NGOs). The MNCs comprise maximum media share followed
by the PNCs comprising.
The major client of the print media is the government. The advertising business is governed by
the competition prevailing in the market; products having high competition advertise more. Also
consumer goods hold higher portion of the advertising budget.
The Ministry of Information is the primary controlling authority and may decide to change all
or a part of terms and conditions of contracts with the advertising media.
Advertisements related to drugs, cigarette and the like require prior permission of the
Ministry of health.
ABOUT Ad Agencies:
According to formal media sources, a total of 150 agencies are registered with Bangladesh
Television, while the number exceeds 500 when both the formal and informal sectors are
considered. However, more than 70% of the formal market share is held by the top nine
advertising agencies of the country. These agencies, in descending order of market share, are
Adcomm, Asiatic, Bitopi, Unitrend, Grey, Interspeed, Popular, Madona, and Matra.
Advertising Media:
Advertisement media in Bangladesh can be classified into two categories based on the placement
strategy - Above the Line (ATL) category and Below the Line (BTL) category, each claiming
about 50% of the total revenue. ATL includes newspapers, magazines, radio, television, and
satellite and cable television. Placement strategies under BTL includes event management, in-
house advertisement (company performing own advertisement) at point of purchase, outdoor
advertisement (billboards, hoarding, neon signs, and bell signs), innovative activities (jatra, street
drama) and advertisement on vehicle bodies or fliers. There is no official data on advertising in
Bangladesh. It is belived that the country’s total advertising marketing is worth tk 20 billion
a year. Some 70% of it is assumed to be government advertisements.
Bangladeshi Ad market
Although there is no official number on the amount spent on this new form of marketing, the
four digital agencies that The Daily Star spoke to quoted Tk 200 crore to Tk 1,000 crore as
the nascent industry's value.
Popularity of Digital campaigns:
This is evident in the popularity of digital campaigns.
Companies like Uber, Pathao and other e-commerce and digital service companies are
riding on digital media; they never run a campaign in traditional media. Start-ups also
embrace these digital platforms as it is cost efficient.
Mobile operators are also diverting their campaigns from traditional media to digital media as
they shift focus to data services.
Ad Industry analysis in Bangladesh
Bangladesh has been ranked among the world’s fastest-growing media markets. Zenith, in its
Thirty Rising Media Markets report, expects Bangladesh’s ad market to grow by $457 million
between 2017 and 2020.It is expected to reach $1.3 billion in total over the next three years and
see an average annual growth of 15%, reports Campaign Asia-Pacific. The country’s steady
growth will make its ad market more than twice the size of Pakistan by 2020
Trends in the Digital Advertising Industry

Internet advertising has gone from an uncertain bet to serving as the primary platform for most
companies’ marketing.
Mobile Advertising
mobile advertising has been outpacing all other platforms. In advertising spend, mobile will
overtake TV, leading the ad space. One of the key drivers of this is mobile commerce. The
Mobile advertising industry in Bangladesh is expected grow about 87% in 2020.
Programmatic Marketing
This type of marketing is automated bidding on advertising inventory that happens in real-time.
The reason it's talked about a great deal is that programmatic marketing, interchangeable with
advertising, provides the opportunity to show an ad to a specific customer, in a specific context.
Advertisers can create an automated buying plan based on the data offered on a cross-platform
ad exchange, which introduces elements of financial trading to digital advertising. For example,
a company may have a specific consumer in mind, like a mother who hasn’t purchased a vehicle
in five years, and some of the platforms will have that demographic data and ads to sell.
Content Marketing
Content marketing is an old trend that has been made new yet again. Many advertisers have
struggled to measure the effectiveness of banners and display ads on others’ content. Does an ad
for Ford (F) on an article about how to choose a truck help with sales? How about brand
recognition? These are questions that may never be answered to the satisfaction of the marketer
or the publisher. For this reason, content marketing often serves as an attractive alternative
Problems and Challenges of Ad agency facing in Bangladesh
About 80 percent of ad agency personnel and viewers think that skilled manpower problem is the
main problem for this sector, where as 63 percent people think Investment problem is another
major problem for this industry. Lack of proper training for the manpower involved in ad agency
business is another problem as per my study. Government interruption like bureaucracy is
another problem whereas government should cooperate the sector for better revenue earning
from this sector.
COVID 19’s impact:
Industry insiders have said the ad business has declined by 20-25 percent since the virus
outbreak began. They also claimed that if the current circumstances persist, the ad market will
drastically fall further.
COVID-19 is changing consumer behavior – and therefore advertising
Future of Advertising Industry

 Personalization
Advertising will be shifted from mass advertising to more personalized
advertising. Personalized advertising will be more effective than the traditional ones
which will also transform the advertising industry.
 People hate ads

In recent studies, it is evident that people are hating ads. They are
losing their trust and also their focus from different ads. Just producing flashy advertising
is not enough in these days. People even paying or using apps to block ads in their digital
device. Even in tv or in other medium, they are hardly paying any attention to the
different advertising. The situation will be much worse in the future where customers will
be more powerful and have more control over the viewings of different advertisements.
This can create a massive transformation in the traditional advertising industry. The
industry has to be more authentic as well as highly creative to reach their target
customers.
Conclusion
While preparing this assignments we group mates of Group H discovers that Advertising
Industry is there to rise more and more with the economic situation of Bangladesh is growing
day by day. Increasing GDP, Per capita income, foreign investment, improving situation of local
companies, coming of more multinational companies will accelerate the advertising industry.
Rapid Technological changes, increase number of cellular phone holders, internet are reshaping
the scenarios of advertising industry.
Advertising industries are becoming saturated with competitors of all sizes, to the point where
the products and services we produce and provide, are becoming commoditized. Differentiation
is difficult because truthfully, everyone is offering pretty much the same thing. In the advertising
and marketing industry, commoditization is spreading like wildfire, and creativity looks more
and more like it could get commoditized.
The Internet has accelerated the industry at dizzying speeds. Markets teem with ruthless
competition. Commoditization has for one reason or other, slipped under the radar, despite it
being arguably the biggest threat of all.
But all these hopes of improving scenarios of advertising industry can take downward turn due to
COVID 19. As slow pace economy is the direct result of pandemic, the future may seem grim
unless we can tackle the situation properly. Many companies won’t produce product which will
impact negatively in the advertising industry of Bangladesh.

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Clients and Regulatory Body of Advertising: ADVERTISING MEDIA OF BANGLADESH: TV, Radio, Newspaper, Internet, Sms

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The advertising industry is made of companies that advertise, agencies that create the

ADVERTISING MEDIA OF BANGLADESH: TV,radio,newspaper,internet,sms

CLIENTS AND REGULATORY BODY OF ADVERTISING

Ad Industry analysis in Bangladesh

Trends in the Digital Advertising Industry

Problems and Challenges of Ad agency facing in Bangladesh

COVID 19’s impact:

COVID-19 is changing consumer behavior – and therefore advertising

Future of Advertising Industry

 People hate ads

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