Govt unveiled policy for digital advertising

To capitalize on the rising digital audience, the Ministry of Information and Broadcasting has established a new digital advertising policy. Websites having at least 2.5 lakh unique visitors per month, as well as other digital media such as OTT and podcasts, can now be included in publicity efforts. Along with other digital platforms like OTT and podcasts, can now be enlisted for publicity campaigns.

The Central Bureau of Communication can also channelise its public service campaign messages through mobile applications. The ‘Digital Advertisement Policy, 2023’, aimed at leveraging the growing digital audience, also brings in a competitive bidding mechanism for rate discovery.

In a statement, the MIB said that the new policy will help the Central Bureau of Communication (CBC) reach a wider audience by leveraging the increasing digital media consumption in the country.

The ‘Digital Advertisement Policy, 2023’ also has a competitive bidding mechanism for rate discovery to enhance transparency and efficiency. Rates determined through this process will remain valid for three years and will be applicable to all eligible agencies.

The huge subscriber base in the digital universe, coupled with technology enabled messaging options through digital advertisements, will facilitate effective delivery of citizen centric messages in a targeted manner, resulting in cost efficiencies in public oriented campaigns, the statement added.

In recent years, the way audiences consume media has witnessed a significant shift towards the digital space, the MIB said. The Centre’s ‘Digital India’ programme has led to a huge growth in the number of people in the country who are now connected to the internet, social and digital media platforms.