spending

Handset vendors are the biggest spenders on digital ads

Micromax, smartphone vendor, used to spend about 10% of its marketing budget on digital media until last year. Now, more than a third of it goes towards online campaigns. Rivals such as Karbonn, Lava and Microsoft too have increased their spending on digital advertising, as they target the fast expanding clutch of buyers who first do the research online to zero in on a product and they buy it from one of the e-commerce sites.