Thursday, 3 May 2018

Digital advertising spend occupies 16% of total ad-spends:IAMAI-Kantar Report

Thanks to cheaper smartphones, falling data rates, rural penetration, the share of the digital advertising spend has reached 16% of the total ad-spends in India, according to ‘Digital Advertising in India 2017’ report, jointly published by the Internet and Mobile Association of India (IAMAI) and Kantar IMRB.

The total ad spends is estimated to be Rs 59,000 crore. The digital ad spends in India is expected to grow at a CAGR of 30% to touch Rs 12,046 crore by December 2018. The ad spends on digital grew at a rate of 27% to touch Rs 9,266 crore at the end of 2017.

As per report, Search has the biggest share of digital ad spending with 27% (Rs 2,502 crore) of total digital ad spends being made on search.This is followed closely by spends on video and mobile which is around 19% with ad spend being Rs 1,779 crore and Rs 1,761 crore respectively.Social media is the third largest category with 18% ad spends comprising Rs 1,668 crore. Display ads attracted 16% of total ad spends at Rs 1,483 crore.

According to report, spend on mobile advertising (SMS/In-app ads) also recorded high YoY growth of 34% from Rs 1,314 crore in 2016 to around Rs 1,761 crore in 2017.


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