Marketing in India: Digital Means Mobile in India - eMarketer

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eMarketer Interview

Marketing in India: Digital Means Mobile in India

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An interview with

Arun Pattabhiraman

Vice President, Global Head of Marketing, InMobi

Interview summary

Mobile-focused advertising network InMobi recently launched a slate of advanced video ad formats for advertisers targeting smartphone users in India. The move underscored how important rich media ad formats have become in the maturing market. eMarketer’s Rahul Chadha spoke with Arun Pattabhiraman, vice president and global head of marketing for InMobi, about the evolution of India’s mobile-first ecosystem, and what advertisers need to focus on to connect with consumers there.


eMarketer: How would you describe the overall state of the online advertising market in India right now?

Arun Pattabhiraman: Compared to developed markets such as the US or even more advanced Eastern markets like China, India is at a nascent stage. If you look at the overall contribution of digital to the media spend, it’s significantly lower in India. TV and newspapers continue to be the dominant mediums for advertising, with digital contributing only about 12% to 15% at the most, and about 30% of that range goes to mobile.