Digital contributes to nearly 50% of Dentsu’s revenue

NEW DELHI: Advertising firm Dentsu Aegis Network (DAN) said that 48% of its revenue comes from its digital agencies a decade after it restructured its operations to become digitally focused.

The network owns eight digital agencies across search, creative, media buying and social functions.

“Nearly half of our revenue is coming from digital. Out of the 3,500 people, 1,700 are in digital agencies and out of 23 agencies we operate in India, eight are pure digital agencies. We have become the largest buyers of digital in India, including for Google and Facebook,” said Ashish Bhasin, chairman and chief executive officer, South Asia, DAN.

Dentsu’s claim is significant as it shows that digital technology, once considered an adjunct platform to mass media channels such as television, is becoming more popular, helping advertisers achieve better return on investments on their digital ad spends.

Dentsu claimed it has closed 2018 with a total billing of over ₹6,000 crore, including mainline and digital businesses. Industry estimates that the Dentsu has won more than 50 digital accounts last year including Uber, Colorbar, Marks and Spencer and Tata Motors Passengers Vehicles.