Print and TV still dominate advertising in India, but digital is fast catching up

A look at the state of digital advertising in India which is set to touch new highs

I love a good story, be it through advertisements, movies or an entrepreneur who dared to think differently. I believe in bringing in fresh perspectives -- to a corporate profile or a Facebook post -- like new wine in an even newer bottle. I graduated with a journalism degree from the Xavier Institute of Communications. My weekend rituals involve watching Bollywood movies and reading up on style trends.

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22 percent is the expected CAGR in the number of digital shoppers in India, from 160 million in 2016 to 352 million by 2020, according to the Digital Advertising Report 2017
Image: Vivek Prakash


Like with most industries, the digital push ishaving an impact on the advertising sector too. From 12 percent in 2016, the share of digital advertising in overall ad spend in India is forecast to double to 24 percent by 2020. This is largely due to the greater effectivity and benefits of hyper-targeting, according to the Digital Advertising Report 2017 released by the global digital marketing company Dentsu Aegis Network India on February 28.

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In 2016, 63% of the digital media budget (Rs 4,300 crore) was spent on advertising on the desktop while 37% (Rs 2,525 crore)was spent on mobile devices



(This story appears in the 31 March, 2017 issue of Forbes India. You can buy our tablet version from Magzter.com. To visit our Archives, click here.)

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