Interesting But Predictable Trends in India's Advertising Landscape

6 min Read

Year on year digital ad spend has been on the rise, and 2023 is no exception. Meanwhile TV, Print, Radio & Outdoor media continue to shrink / maintain the status.

India’s digital advertising sector continues to undergo significant expansion & is projected to touch INR 31,500 crore in FY 2023, marking a substantial 30% growth. Digital expenditure will soon  constitute 36.3% of the total ad expenditure. From available indications, this upward trend will persist, and digital spending will  touch INR 41,000 crore in FY2024. At this point, digital will finally overtake television ad spend.

Some key trends shaping the landscape of digital marketing include:

*Emergence of generative AI for creating compelling content.

*Increasing prominence of short-form video and live streaming. 

*Role of influencer marketing in enhancing brand relationships.

*Prevalence of personalized marketing powered by AI / ML.

The driving force behind this growth primarily stems from social media and online video platforms. The FMCG and e-commerce sectors contribute significantly, accounting for over 60% of digital ad spending. Other notable contributors include consumer durables, BFSI, auto, and ed-tech, with FMCG, e-commerce, retail, and ed-tech sectors experiencing over 30% growth in ad spending.

A substantial shift toward mobile platforms is evident in the digital media spending landscape, with mobile and tablet commanding an impressive 77% share of total digital media spend in FY 23, while desktop’s contribution has declined to 23%. 

The surge in mobile advertising can be attributed to the widespread adoption of smartphones and increased reliance on mobile devices in daily life, fueled by factors such as Jio’s affordable Internet, which has significantly increased internet usage, providing access to nearly half of India’s population.

Despite the overall growth, it’s notable that digital media spending growth is not uniform across all major industries such as Auto, BFSI, Retail, and Consumer Durables, with notable exceptions being FMCG and e-commerce.

Unlike traditional media spends, which are often controlled by large ad agencies, the digital media spend landscape is diverse, presenting opportunities for small and medium-sized digital agencies. The rising digital media spend is poised to be a game-changer for agencies with 2 to 200 professionals

We are aDintelle. We help agencies scale up and manage their clients’ marketing business operations through hyper automation and cloud-based flexibility. This allows agencies to prioritize productivity over operational management. Adintelle’s solutions help agencies save time and money by automating billing processes, offering real-time analytics, and monitoring profit margins. 

Want to set-up a demo?  Schedule a customized call with our expert.

Acknowledgement: The above is based on a 2023 research paper by ET Brand Equity/Ipsos. 

– Author
Soumitra Ranjan Sen,
Head of Growth

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Posts

Advertising

FUTURE OF SOCIAL WEB 2025-26

Have you ever wondered how the landscape of social web search will evolve in the coming years?

Read More
Advertising

Tectonic shift of Entertainment consumption in India: The streaming revolution

India has witnessed a tectonic shift in cricket consumption.

Read More
Advertising

Embracing Change: A Futuristic Perspective on Best Practices for Advertising Agencies

As the Head of Product at a pioneering SaaS company named Mediaware Infotech Pvt. Ltd.; that has been at the forefront of developing software solutions for advertising agencies for over two decades

Read More
Ad Tech

Single Platform for All Your Agency Business Needs

In the fast-paced world of advertising, where deadlines are tight and clients are demanding, agencies need to stay ahead of the game to ensure their clients are happy.

Read More
Ad Tech

How aDintelle came to be

Back in February 2017, we launched the first version of aDintellé (then called aDintell). With Print, TV & Radio modules along with a basic Virtual Collab module.

Read More
Rocket
How aDintelle came to be
Back in February 2017, we launched the first version of aDintellé (then called aDintell). With Print, TV & Radio modules along with a basic Virtual...
Read More
Single Platform for All Your Agency Business Needs dark (1)
Single Platform for All Your Agency Business Needs
In the fast-paced world of advertising, where deadlines are tight and clients are demanding, agencies need to stay ahead of the game to ensure...
Read More
image (13) 1
Tectonic shift of Entertainment consumption in India: The streaming revolution
India has witnessed a tectonic shift in cricket consumption.

Read More
AdIntelle-Blog2 image 1
Interesting But Predictable Trends in India's Advertising Landscape
Year on year digital ad spend has been on the rise, and 2023 is no exception. Meanwhile TV, Print, Radio & Outdoor media continue to shrink /...
Read More
Social search web adintelle 1
FUTURE OF SOCIAL WEB 2025-26
Have you ever wondered how the landscape of social web search will evolve in the coming years?

Read More

End to end agency operations suite

Looking for multiple solutions?

A crazy bunch of marketers, techies and product enthusiasts trying to build the next big thing!

Our Story

Driven by a passion for empowering advertising agencies, aDintelle is on a mission to redefine the way agencies work and supporting them in achieving their fullest potential.

About Us

Our team of dedicated professionals is committed to delivering excellence by providing cutting-edge software solutions tailored to agencies' unique needs and enabling them to achieve remarkable results.

Join Us

We are a dynamic team of young and experienced members where talented individuals can thrive and make a significant impact while also having some fun!

Latest news, insights, and inspiration

Blog

We try our best to share what we learn in our journey across tech, marketing and more with a hope to add some value to our readers.

How aDintelle came to be

Back in February 2017, we launched the first version of aDintellé (then called aDintell). With Print, TV & Radio modules along with a basic Virtual Collab module.

Read More

FUTURE OF SOCIAL WEB 2025-26

Have you ever wondered how the landscape of social web search will evolve in the coming years?

Read More