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Compiled by: Payal Talreja

Digital media will increase its share in total media spending and is forecast to account for over

10% in the near future. Within the digital media landscape, advertising spending for mobile ads

and social media is likely to grow at a higher rate. However, search ads are projected to continue

to dominate the market and grow at steady pace. With the increase in mobile and internet users,

the influence of digital advertising over online media is estimated to increase manifold through

online videos, web-based advertising, search ads and social media. Large companies are likely

to opt for integrated campaigns simultaneously over multiple platforms in future.

Aranca’s Views

Source: GroupM, Business Standard

Digital Media Spending in India

Trending!Digital media spending in India is witnessing a

double-digit growth owing to strong internet

penetration (as of November 2014, India ranks third

globally with 243 million internet users and a

penetration rate of nearly 20%).

Digital Media Spending in India (USD Million)

Total Media Spending in India - Share of Digital Media

2009

180254

321361

431558

2010 2011 2012 2013 2014E

In addition to high internet penetration, India also had 67 million smartphone users in 2013. This number is forecast to reach 156 million by 2017.

CAGR (2009–14): 25 %

42% 42%

6% 6% 4%

44%39%

7% 6%4%

44%38%

8%6%

4%

TV Digital Out of home Radio

2012

2013

2014E

Digital Media Spending in India By Sector, 2013

Increased competition between e-commerce giants Flipkart and Amazon is likely to further boost digital media spending.

Although the FMCG sector currently dominates digital media spending, e-commerce is forecast to break into the top five sectors soon.

USD 431Million

Others 37%

FMCG 29%

Consumer Durables 22%

Retail 12%

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