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Market Research Report

India Digital Advertising Industry Outlook 2019-2035 : Market Size, Trends, Growth, Opportunities | COVID-19 Impact Analysis

Published Date :

2021-03-01

Report Pages :

254

Format :

PDF

Region Covered :

India

India Digital Advertising Industry Overview

Digital is no longer a medium, it’s a way of doing business. The digital transformation is affecting every business, agencies and marketers who don’t recognize this, will be left behind.  Communication today is considered as a space age business from the mist of time. Technological advancements and enhancements in visual and print media both indoor and outdoor (Advertising) have grown out of social, economic and commercial developments since man has started his life as a social being. The Indian advertising industry has evolved from being a small-scaled business to a full-fledged industry. It is projected to be the second fastest growing advertising market in Asia after China.

The growing popularity of smartphones, widespread availability of 3G/4G services and surge in internet penetration in the country; digital advertisement spend in the country is now at 15.5% of the overall advertising spend.

India Digital Advertising Industry Segmentation

By the type

  • Mobile Advertising
  • Video Advertising
  • Social Media Advertising
  • Banner Advertising
  • Search Advertising
  • Display Advertising
  • Online Classifieds
  • Portals/Vortals Advertising
  • Email Advertising

By end-user industries

  • FMCG
  • Automotive
  • Telecom
  • Education
  • HH Durables
  • Real Estate & Home Improvement
  • E-Commerce
  • Clothing Fashion Jewelry
  • BFSI
  • Retail
  • Travel & Tourism
  • Corporate
  • Alcoholic Beverages Others

We conducted interviews with the Consumers (B2C Vs B2B), Digital Advertising Brands, End User Industry Verticals, Contractual Suppliers, Product Managers, Consultants, Decision Makers, VPs, Executives, Sales Managers, Regional Sales Head, C-level Executives, etc.

Key Benefits: India Digital Advertising Industry Outlook, 2019-2035 (Edition 2021)

  • The report includes India Digital Advertising Industry Manufacturers, Contract Manufacturers & Brands Outlook (Market Competition & Global Presence), Business Strategy & Financial Analysis of Major Players. Further, the study also covers Industry Insights (Future Trends & Forecast Data), Trade Data (Exports and Imports), By India Digital Advertising Industry Type (Manufacturing & End User Industry Outlook), End User Industry Analysis (B2B Vs B2C), Competitive Intelligence, Opportunity Analysis
  • Market Data : Market Size (USD Billion), Market Share (%), CAGR (%), Y-O-Y Growth Rate (%) of India Digital Advertising Industry Industry and further it bifurcated into Countries, 2019-2035
  • Sales Data of India Digital Advertising Industry : By Each Packaging Type, By End Users, By Manufacturers Type, By Application, By Countries, (By Volume & Value), 2019-2035
  • Manufacturing Outlook of India Digital Advertising Industry : Manufacturers Outlook, Revenue & Market Share of Manufacturers, Manufacturing Capacity, Operational Margins, Contract Manufacturers & OBMs Outlook, etc., 2019-2035
  • Brands Outlook : Revenue Share (%) of Manufacturers By Packaging Type, Market Positioning, Ranking Analysis, Product Portfolio, Competitiveness, Regional Presence, No. of Products, Investments, Partnerships & Collaborations, Mergers & Acquisitions, etc., 2019-2035
  • India Digital Advertising Industry End User Outlook : End User Preferences of Packaging & Brands, End User Spending, Average Spending Power, Adoption Rate (%), Penetration Rate (%), Green Initiatives, Govt. Regulations, etc., 2019-2035
  • Market Dynamics : Growth Drivers, Challenges, Opportunities, Trends, SWOT Analysis, Porter's Five Force Model, PESTLE Analysis, etc., 2019-2035
  • Trade Data of India Digital Advertising Industry (Export & Import) : By Each Segment, By Major Destination Countries (By Value & Volume), 2019-2035
  • Supply & Demand Analysis : By India Digital Advertising Industry Type, End Use Verticals, By Countries, 2019-2035
  • Target & Potential Markets : By Major Countries & Industries
  • Detailed Outlook : India Digital Advertising Industry Industry Analysis : (Manufacturers, Raw Material Outlook, New Products, Ongoing Researches, End User Analysis, Manufacturing Models, Demand Analysis for Each End User Industry, Govt. Norms, Market Dynamics etc.)

Market Size and Share

As of 2019, the size of the digital advertising market was around 10,819 crore. Pegged at 61,878 crore in 2019, the Indian advertising market is estimated to grow with a CAGR of 19.62 per cent till 2035.

Television and print media would continue to corner the largest share of media spends at 70% aggregated followed by digital media at 17%. Digital will contribute 29% of the ad market size by 2021. The e-commerce sector which has been increasing it’s spend on television has witnessed a 4% increase in digital spends over the last year going from 30% to 34%. Currently, the advertising expenditure on the digital advertising formats is led by social media (29%) followed by search (25%), display (21%) and video (20%). Digital Video is expected to have the fastest growth.

Revenue Highlights

The Indian Digital Advertising industry is on a high growth path, and appears to be finally reaping the benefits of demonetization and the Goods & Services Tax (GST), that had hit the growth.

  • Revenue in the Digital Advertising market amounts to US$5,672m in 2019.
  • The market's largest segment is Social Media Advertising with a market volume of US$3,375m in 2019.
  • India ranks 9th in terms of Global Revenue in Digital Advertising Industry.

Growth of Digital Advertising

  • Social media has emerged as one of the strongest digital advertising platform and has been successful in increasing consumer engagement for brands.
  • Rise in Internet usage coupled with falling data costs due to 4G and increasing smart phone penetration in the country with time spent on mobile phones is rapidly driving the growth of digital advertising industry.
  • New technology and development of advanced tools are aiding the advancement of the digital marketing industry. There has been an increase in reach of digital platforms viz. video, text and social platforms.
  • The Government of India has carved out a National Film Policy which will tap potential mainly in the animation segment. Also, The Government of India increased the FDI limit from 74 per cent to 100 per cent.
  • India’s per capita income at current prices grew at the rate of 8.6 per cent to reach Rs 112,835 (US$ 1,750.74) in FY18.

Challenges

A large number of advertisers in India still gives an afterthought in investing in digital medium even though there has been a continuous growth in internet usage and adoption in last few years. There are more than 100 million active internet users across India but then too the industry is not being given due attention. It remains one of the last media avenues in the long-tailed consideration set of various avenues. Also, for any media campaign limited amount of money is allotted for digital advertising.

The major hindrance in accessing the digital medium is the lack of infrastructure in terms of connectivity. Accessibility and availability of the medium remains a challenge that the stakeholders need to address.

Indian Advertising market over last three years

It is no surprise that in a rapidly digitizing India, most of the growth in 2018 has come from Digital. It is significant to note that TV not only grew by a 19.2%, but also succeeded in increasing its share of Adex from 37% to 38%.

Household durables, e-commerce and alcoholic beverages have grown the most last year, registering a 20% plus growth rate. The evergreen FMCG is continuously dominating the TV, Print and Radio with a market-share of 33% with Auto coming in a distant second at 11%. FMCG, Auto, Telecom and Education continue to be the four biggest categories. These four categories contribute to as much as 57% to total traditional Adex.

Key Factors that will lead to the high growth

  • As BJP achieved through digital advertisement, more parties are likely to use digital advertising as a potent tool to improve their chances of a win.
  • Both the Centre and the States are likely to focus greater attention on the rural economy, especially farmers. Advertisers will be spending money on media and activation, to tap money that will become available to them.
  • Star Sports is selling IPL and ICC Cricket World Cup across TV and Hotstar to cross last year’s high revenue
  • OTT, the new kid on the block, has seen initial success with growing adoption and viewership base.

Trends in the Digital Advertising Industry

Programmatic marketing: This type of marketing is automated bidding on advertising inventory that happens in real time. The reason it's talked about a great deal is that programmatic marketing, interchangeable with advertising, provides the opportunity to show an ad to a specific customer, in a specific context.

Content Marketing: In 2018, trends for content marketing revolve around personalization, or the ability to make consumers feel as though you are speaking directly to them. Social media platforms have grown in sophistication to offer greater video capabilities. Twitter is a great example of this

The Bottom Line: Growth in the digital advertising industry will continue alongside innovation. The new level of demographic data and real-time bidding have killed the need for blind ad buys. People are also becoming increasingly jaded when it comes to advertising, forcing companies to couch their messages in creative ways. But, the future is bright for digital advertising.

Digital Advertising: The Consumer Perspective

The success of any form of digital advertising has been driven by the consumers liking of digital media i.e. the platform, the ad avenue and the content. From a consumer’s perspective, the ability to view filtered content, choosing and being provided with only that content which they wish to view, consume and having access to relevant ads, makes digital advertising extremely relevant. Based on KANTAR IMRB’s annual syndicated study on Internet in India (ICUBE 2017), the proportion of Internet users who believe that online ads are informative and that they help them in finding the right product/service they were searching for, is greater than 2016. More important, there has been an increase in the number of consumers who felt that relevance of digital advertising has increased.

Recent Developments

  • Dubai-based Iconiction Ltd plans to enter the Indian retail analytics space in partnership with local entrepreneur Mr Anil Hirani, to set up Iconiction India Ltd
  • The Indian Railways is working on a new advertising policy aimed at installing 100,000 big digital screens at 2,175 railway stations across the country, which is expected generate Rs 11,770 crore (US$ 1.76 billion) revenue annually
  • Snapdeal.com, one of India’s largest and fast growing e-commerce companies, has acquired Targeting Mantra (Insightful Pvt. Ltd), which is a Gurugram-based marketing and personalization Services Company, as part of its plan to enhance the experience for its customers
  • Google is all set to help India implement Prime Minister Mr Narendra Modi's "Digital India" initiative, and the government has a well laid out plan to realize it, said Google's Chief Internet Evangelist Mr Vinton G. Cerf. Digital India is Rs 1.13 trillion (US$ 16.95 billion) government initiative that seeks to transform the country into a connected economy, attract investment in electronics manufacturing, and create millions of jobs and support trade

Market Players

  • Google AdWords
  • GroupM
  • IPG Mediabrands
  • Dentsu Aegis Network
  • AdColony
  • AppLovin
  • Twitter
  • IronSource
  • Vungle
  • InMobi
  • Chartboost
  • Applift
  • AdAction Interactive and others

COVID-19 impact on "India Digital Advertising Industry"

The report analyses and includes complete detailed chapter of 50-70 pages about the short term & long terms impact of COVID-19 outbreak on each segment of "India Digital Advertising Industry" along with government measures to support the sector. It also showcases the current market landscape during COVID, impact of the virus on leading companies, expected demand schedule and supply chain in the industry and other various major factors. This will help you identify those companies that may benefit from this pandemic as well as those that will lose out.

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Key questions answered in this research report

  • What is the total market size by 2035 and what would be the expected growth rate of sales?
  • What are the total sales in 2018-19 and what would be the expected demand over the forecast period?
  • What are the recent developments and business strategy of companies?
  • What are the market opportunities for the existing and entry level players?
  • What are the key market trends?
  • What are the factors which are driving this market?
  • What are the major barriers to market growth?
  • Who are the key vendors in this market space?

Reasons to buy this market study

  • India Digital Advertising Industry Facilitate decision-making based on strong historic and forecast data for
  • Develop strategies based on the latest regulatory framework
  • Position yourself to gain the maximum advantage of the Reasons to buy this market study
  • India Digital Advertising Industry Facilitate decision-making based on strong historic and forecast data for
  • Develop strategies based on the latest regulatory framework
  • Position yourself to gain the maximum advantage of the India Digital Advertising Industry’s growth potential
  • Identify key partners and business development avenues across the globe
  • Respond to your competitor’s business structure, strategy and prospects’s growth potential



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India Digital Advertising Industry Outlook 2019-2035 : Market Size, Trends, Growth, Opportunities | COVID-19 Impact Analysis

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