Marketers in India Still Reluctant to Spend Big Despite Sizable Digital Opportunities - eMarketer
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eMarketer Interview

Marketers in India Still Reluctant to Spend Big Despite Sizable Digital Opportunities

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An interview with

Rajiv Dingra

CEO and Founder, WATConsult

Topics:

Interview summary

Rajiv Dingra, CEO and founder of WATConsult—a Mumbai-based hybrid consultancy that splits its business between media planning and digital branding—spoke with eMarketer’s David Green about why spending by marketers in India lags, and why digital video is growing.

Interview

eMarketer: What role does digital play in relation to total media ad spending in India?

Rajiv Dingra: The entire advertising market in India is not more than $10 billion to $11 billion, which is quite small when compared with China, where digital alone will account for that. Internet penetration in India is about 25% to 30% [of the population], or 300 million-plus users, and digital spend is pegged at about 12% to 15% of overall spend—anywhere between $1.1 billion and $1.2 billion. So it’s a small market, but it’s probably the fastest-growing market in Asia-Pacific at 30% to 35% [per year], and by 2020 it is pegged to be close to a $3.5 billion to $4 billion digital advertising market.