Digital Ad Spending in India to Surpass $1 Billion Next Year - eMarketer
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Digital Ad Spending in India to Surpass $1 Billion Next Year

Digital still accounts for just a quarter of the total media market

April 7, 2016

India’s media market is growing robustly, according to eMarketer’s latest estimates of ad spending around the world. Total media ad spending in Asia-Pacific’s second-largest country is set to grow at double-digit rates through at least 2020—and those growth rates are even set to rise in the coming years.

This year, eMarketer estimates, advertisers in India will spend about $7.41 billion on paid placements in all media, up 11.3% over 2015 spending levels. By 2020, spending will hit $11.82 billion.

Most of that spending still goes toward traditional media—and will continue to do so throughout eMarketer’s forecast period. This year, just 12.6% of all ad spending will go toward digital. In 2017, digital ad spending in India will surpass $1 billion and will amount to 14.3% of total outlays. By 2020, the figure will be 20.2%.

And mobile, in turn, is an even tinier slice of the whole pie, at just 3.3% of total media ad spending this year. That translates to less than $250 million in ad spending—nothing to sneeze at, however, considering it represents a doubling of 2015 mobile internet ad spending investments in India.

Mobile is also a relatively small share of digital ad spending, but that’s changing quickly. This year, just over a quarter of digital ad spending will be mobile. By the end of eMarketer’s forecast period, that share will almost double, to 50.2%. At that point, just over 10% of all ad spending in India will go toward mobile placements.

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