Digital advertising in India is expanding rapidly, with the sector predicted to capture 24% of the advertising market by 2020, double the 12% it currently holds, and to be worth INR23.8bn ($370m), according to a survey by Dentsu Aegis Network. The digital ad industry has been growing at an annual rate of over 10% since 2013, when it was valued at $US1.3bn. Earlier this month, the Broadcast Audience Research Council India announced the phased launch of digital measurement services, with a complete roll-out expected in 18 to 24 months.
Digital advertising in India is expanding rapidly, with the sector predicted to capture 24% of the advertising market by 2020, double the 12% it currently holds, and to be worth INR23.8bn ($370m), according to a survey by Dentsu Aegis Network. It is among several reports citing rapid growth in digital advertising, with the rise of e-commerce, widespread adoption of mobile phones and falling data prices among the causes. Earlier this month, the Broadcast Audience Research Council India announced the phased launch of digital measurement services, with a complete roll-out expected in 18 to 24 months.