According to a new report by Expert Market Research titled, “India Advertising Market Growth, Size, Share, Report and Forecast 2024-2032″, The India advertising market size was valued at approximately INR 916.32 billion in 2023. Aided by the growing adoption of aggressive marketing strategies, the market is projected to grow at a CAGR of 11.0% during the forecast period of 2024-2032 to reach around INR 2344.01 billion by 2032.
Advertising in India refers to the promotion and communication of products, services, or brands through various media channels, including television, print, radio, outdoor, digital, and social media. As one of the fastest-growing economies, India has witnessed significant developments in its advertising landscape, driven by factors such as rapid digitization, changing consumer behavior, and increased mobile and internet penetration. The India advertising market serves as a vital pillar of the country’s economic growth by connecting businesses to their target audiences. With its ability to influence consumer choices and shape brand perceptions, the advertising market continues to evolve, presenting new opportunities for businesses to engage consumers in innovative ways.
One of the key India advertising market trends is the rapid shift from traditional to digital platforms. Over the past decade, digital advertising has seen exponential growth as more consumers spend time online and on mobile devices. This shift is largely driven by increasing internet penetration and smartphone adoption, especially in rural and semi-urban areas. With platforms such as Google, Facebook, Instagram, and YouTube becoming prominent channels for brands to engage with their audiences, digital advertising is now at the forefront of the market. This growth in digital platforms is leading to a significant change in market demand, as brands allocate more of their advertising budgets to online campaigns. Additionally, programmatic advertising, which uses data and technology to automate the buying and selling of ad space, is becoming a key trend, allowing advertisers to target specific audiences more effectively.
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Television remains one of the dominant mediums in India’s advertising landscape, especially for large-scale brand promotions and national campaigns. Despite the rise of digital platforms, television advertising continues to maintain a significant share of the India advertising market value, particularly due to its mass reach across diverse demographics. Regional language channels have seen a substantial rise in viewership, contributing to the expansion of television advertising. The growing preference for content in regional languages has encouraged advertisers to create localized campaigns, enhancing their engagement with regional audiences. Moreover, television advertising continues to be a popular choice for sectors like FMCG, automotive, and e-commerce, which rely on high visibility and broad-based consumer outreach.
Print media, while facing challenges globally, continues to hold relevance in India, particularly in regional advertising markets. Newspapers and magazines still attract a considerable share of advertising revenue, particularly in non-metro cities and rural areas where digital penetration is lower. The strength of print media in regional languages has kept this traditional medium alive, as many consumers still prefer to consume news in their native languages. Advertisers targeting tier 2 and tier 3 cities are leveraging the reach of regional newspapers, contributing to the demand for print advertising and thus, the India advertising market development. However, the overall print advertising market is gradually declining, with digital media gaining dominance, especially in urban areas where online news consumption is on the rise.
The growth of influencer marketing is another notable trend in the India advertising market growth. As social media platforms continue to thrive, brands are increasingly partnering with influencers—content creators with large followings on platforms like Instagram, YouTube, and TikTok—to promote their products and services. Influencer marketing allows brands to connect with niche audiences in an authentic and engaging manner. Micro-influencers, with smaller but highly engaged follower bases, have become key players in helping brands build trust and credibility with specific target groups. This form of advertising has proven especially effective for industries such as fashion, beauty, food, and travel, where visual storytelling and personal recommendations can strongly influence consumer behavior. The rise of influencer marketing is contributing to the India advertising market expansion as brands seek to tap into this new form of consumer engagement.
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Radio advertising, though considered a traditional medium, continues to thrive in India, especially in regional markets. With a vast reach across urban and rural areas, radio serves as a cost-effective medium for advertisers, particularly small and medium enterprises (SMEs) looking to target local audiences. The flexibility and affordability of radio advertising make it a preferred choice for localized promotions and retail advertising. Additionally, the growth of FM radio stations in regional languages has increased the reach of radio advertising, further contributing to the India advertising market share. Despite its smaller share compared to television and digital platforms, radio continues to play an important role in the advertising ecosystem, particularly for local businesses.
The out-of-home (OOH) advertising market in India is also experiencing changes, with digital OOH (DOOH) emerging as a significant trend. Traditional billboards and outdoor ads are increasingly being replaced by digital screens in high-traffic areas such as shopping malls, airports, and metro stations. The integration of technology in OOH advertising allows for more dynamic and engaging content, including real-time updates and interactive ads. With urbanization and infrastructure development, DOOH is gaining momentum as a powerful tool for brands to capture consumer attention in public spaces. This shift towards digital out-of-home advertising is contributing to the overall market growth, offering advertisers new ways to engage with consumers in an increasingly mobile and tech-savvy environment.
The India advertising market is also benefiting from the rise of e-commerce and the digital economy. As online shopping continues to grow, e-commerce companies are among the largest advertisers, especially on digital platforms. These companies rely heavily on digital marketing to drive traffic to their websites and mobile apps, using targeted ads, search engine marketing, and social media campaigns to reach potential customers. The competitive nature of the e-commerce space has led to increased advertising spend, contributing to the India advertising market demand. Additionally, the growth of digital payments and fintech companies has further fueled the demand for digital advertising, as these businesses aim to build brand awareness and acquire new customers.
Market Segmentation
The India advertising market can be divided based on medium, and region.
Market Breakup by Medium
• Television Advertising
• Radio Advertising
• Print Advertising
• Internet/Online Advertising
• Outdoor Advertising
• Mobile Advertising
Market Breakup by Region
• North India
• East and Central India
• West India
• South India
Competitive Landscape
The EMR report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the India advertising market. Some of the major players explored in the report by Expert Market Research are as follows:
• Crayons Advertising Limited
• The DDB Mudra Group
• Creation Infoways Pvt. Ltd
• Avail Advertising India Pvt Ltd
• Triverse Advertising Pvt. Ltd
• Purnima Advertising Agency Pvt. Ltd
• Web Cures Digital
• Urja Communications Pvt. Ltd
• SocialPulsar
• Dentsu India
• Others
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