Indian advertising market grows at an estimated 15.5 % in 2016

India is one of the fastest growing advertising markets globally with an estimated growth of 15.5 per cent in 2016, driven by a large consumer base and burgeoning e-commerce, says a report titled “Digital — The New Normal of Marketing” by the Confederation of Indian Industry (CII) and KPMG. Although the share of digital advertising spend remains low at 12.7 per cent, it is one of the fastest growing media at an expected CAGR of 33.5 per cent (2015-2020) to cross ~255 billion in 2020. Of the digital advertisement spends, “search and display” commands the largest share.

“The post-demonetisation days have clearly showed how the country is set to leapfrog a few stages to embrace the power of digital. Mobile is being rapidly adopted and marketers have an incredible opportunity to enhance the game of digital communication and deliver great customer experiences at each point of the journey,” said Thomas Varghese, chairman, CII National Committee on Marketing, and CEO, textile business, Aditya Birla Group.