Distribution of digital ad market in India FY 2021-2028, by format

In the financial year 2023, the display format dominated India's digital advertising, accounting for 38 percent of the total market. However, the forecast for fiscal year 2028, suggests a shift with video overtaking display as the leading format, increasing its market share to 37 percent.

The swift ascent of digital advertising

In recent years, India's digital advertising landscape has experienced remarkable growth, with the market size exceeding 400 billion rupees in 2023, and revenues reaching over half a trillion rupees the same year. Driven by sectors like telecom and e-commerce, which are increasingly turning to digital platforms to engage with their customers more effectively, digital advertising is becoming essential in today's marketing landscape. Moreover, the broader shift in consumer attitudes towards digital consumption further underscores the importance of effective digital advertising.

Television: advertisers’ safe bet

Television advertising remains a cornerstone of India's advertising landscape, despite the growing influence of digital platforms. Close to 300 billion rupees were spent on television advertising nationwide in 2023, making it a vital choice for advertisers. The FMCG sector stands out as a major contributor, accounting for a substantial portion of this spending, with Hindustan Lever Limited leading as the largest television advertiser in the country.