The world of technology is one that has affected all spheres of life and the world of advertising is no different. These days, with the smartphone penetration increasing by the minute, a huge majority of the population is switching to the digital medium to cater to their professional and recreational needs. In such a situation, the digital medium becomes the ideal place for brands and companies to advertise their products. This, in turn, creates immense employment opportunities in the world of advertising technology.
In today's scenario, there are a lot of colleges and institutions offering certification courses in this. However, not many people are aware of what this profession is all about. In this article, we bring to you all that you need to know about advertising technology and the career opportunities available in the same.
· What Is Advertising Technology?
Most people think that advertising technology is all about the pop-ups that come on the right-hand side of our computer screen when we browse any website. However, the realms of advertising technology (or digital marketing, as it is popularly known) expand to much more than that.
Things like advertising in gaming and VFX, digital hoardings and TV advertisements are all a part of this. Since the Indian audience is one that is easily influenced by visual data, this form of advertising is one that is seen to be the most effective here.
· Reasons For Advertising Technology To Gain Popularity
The smartphone penetration in India has been the highest on the global scale. With operators like Jio making their way into the Indian market, more and more people have joined the digital bandwagon. So, there has been a significant growth in the budget allocation for mobile marketing by the different companies.
Since there is more customer engagement in digital media, more and more traditional businesses are now heading towards digital channels to meet their advertising and marketing needs. This has created an unprecedented growth of job opportunities for professions in the world of advertising technology.
. Qualifications And Skill Set
One needs to be a graduate in order to pursue a career in advertising technology. Those with a background in mass communication or advertising management are preferred. Good computer operation skills are necessary in this field since most of the work here is carried out over the Internet.
Other than that, excellent communication skills, a creative mind along with the inquisitiveness to learn is necessary to be able to do justice to your job. After all, the more out of the box you are able to think, the better you will fare in this profession.
For candidates who have completed their graduation in some other field of study (in the humanities discipline) and want to pursue a career in this field, there are a number of certification options that are on offer. These certifications may either be obtained from a digital platform or one can go for classroom coaching.
A number of institutions offering distance learning programs also offer certifications in advertising technology. Since this is a dynamic field, most of the courses here are up to date with the latest changes in the world of technology.
In the Indian context, an advertising technology executive makes an average of INR 3.5 to INR 4 lakhs with the starting salary for freshers being as high as INR 3 lakhs. The exact salary figures will depend on the skill set that you possess, the location that you are working from and the organisation that you are working for.
For candidates who have expertise in PPC or SEO optimisation or are working from cities like Bangalore and Mumbai, the salary is higher than that of the national average.
. Work Environment
This is primarily a desk job that involves minimal or no travelling. It does not have rotational shifts or demands associates to work on weekends. In fact, since this is a highly creative field, many professionals prefer to work from the location of their choice as a part of their work-from-home programs.
Most of these jobs do not have a fixed clock in hours and employees do not really have to worry about clocking in for a certain number of hours in a week. What is important here is ensuring that the work gets done in a befitting manner.
· Growth Is Expected To Rise
As per reports issued by FICCI, there has been a 38.2 per cent rise in the amount spent on digital advertising and the value now stands at more than INR 70 billion on a national scale. Experts have predicted that there will rise to more than INR 200 billion in the coming years.
In such a situation, there will be a greater need for more people in this profession to cater to the growing demands. As professionals in this field are directly involved in client handling and delivery, they need to be in a position to understand the revenue model efficiently, and thus help the company make maximum profit.
Because of the sheer importance of their job role, such professionals are amongst the most highly paid ones in the field of marketing and advertising.
Most of the recruiters in this field hire candidates straight out of campus. Even if someone aims to seek jobs outside the college, there are ample opportunities for the same. WATConsult, iProspect, Webchutney and Mirum India are some of the biggest recruiters in this field.
These days, traditional advertising sites like Havas, Fountainhead, JWT India, etc. are hiring advertising professionals in good numbers.
Having thrown light on the enormous potential that the world of advertising technology brings along, we are sure you must be considering making a career here. If that is your line of thought, it will be fair to say that this is one career decision that you will not regret.