Government unveiled new digital advertising policy

New Delhi: Websites and mobile applications with a minimum of 2.5 lakh unique users per month and digital platforms like OTT and podcasts will start receiving government advertisements with the Ministry of Information and Broadcasting unveiling a new digital advertising policy on Thursday.

The move comes as the advertising landscape, especially in the corporate sector, has diversified and digital platforms are used for a targeted approach. This policy enables the Central Bureau of Communications (CBC) to run campaigns in the digital media sector.

Websites and mobile apps are classified into three categories – A+ has more than 2 crore unique visitors per month, A has 1 to 2 crore unique visitors, B has 50 lakh to 1 crore and C There are 2.5 lakh to 50 lakh unique visitors. To be paneled with CBC for commercials.

Similarly, OTT platforms are classified into two categories – Category A with more than 2.5 million unique users and Category B with 0.5 to 2.5 million unique users. Podcasters or digital audio platforms must have a minimum of five lakh unique users to be eligible. To join the panel with CBC. Platforms that have more than 2.5 million unique users are also classified as ‘A’ and those with between 0.5-2.5 million unique users as ‘B’.

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It also offers competitive bidding for rate discovery, ensuring transparency and efficiency. The rates discovered through this process will remain valid for three years and will be applicable to all eligible agencies.

According to TRAI’s Indian Telecom Service Performance Indicator January–March 2023, internet penetration in India stood at over 880 million, and the number of telecom subscribers stood at over 1,172 million.

“The policy will enable CBC to empanel agencies and organizations in the OTT and video on demand space. CBC will also be able to take advantage of the growing number of listeners on podcasts and digital audio platforms through a panel of digital audio platforms. Additionally Apart from its rationalization, an official statement said, “As part of the process of empanelment of internet websites, CBC will now for the first time be able to broadcast its public service campaign messages through mobile applications also.”