2025年数字广告报告

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DIGITALADVERTISING

REPORT2025rBYM

bAVnTableof

ContentsFOREWORD04EXECUTIVE

SUMMARY

10CHAPTER1.THE

INDIAN

ADVERTISING

INDUSTRY

12CHAPTER2.THE

INDIAN

DIGITAL

ADVERTISING

INDUSTRY32CHAPTER3.EMBRACING

THE

FLUX

OF

TODAY

AND

TOMORROW

54RESEARCH

METHODOLOGY

85GOLD

PARTNERSPOWERED

BYprsmHarshaRazdanCEO,South

Asia,dentsuFOREWORDThere’s

something

fascinating

about

how

we

experience

the

world.

The

same

moment

can

lookentirelydifferentdependingon

where

westand,how

wefeel,or

what

wechoose

tofocus

on.It’slikeholdingaprism

to

thelight-

turnitone

way,and

you

seeonecolour;

turn

it

another,

andanentirelynewspectrumemerges.The

digital

world

works

much

the

same

way.

It’s

not

static;

it’s

dynamic,

multifaceted,

and

alive

with

possibilities,

offering

new

patterns

every

time

you

shift

your

perspective.

This

year’sdentsue4mDigitalReport-‘LookingThroughtheKaleidoscope’-invitesustoembrace

that

fluidity.

It

urges

us

to

look

beyond

straight

lines

and

fixed

trajectories,

to

see

the

digital

landscapeforwhat

ittruly

is:

a

complex,vibrant

interplay

of

ideas,

technology,

and

humanconnection.Weliveinatimewhenit’stemptingtoalwayslookahead-tochasethenexttrend,the

next

breakthrough.Buthere’sthetruth:thepresentiswhereeverythinghappens.Thedecisionswe

make

today

don’t

just

prepare

us

for

tomorrow

-

they

actively

shape

it.

Right

now,

AI

is

rewritingtherulesofcreativityandpersonalization.The

rise

of

hybrid

experiences

is

redefining

how

we

connect

in

physical

and

digital

spaces.

And

consumers

are

no

longer

passiveparticipants;they’reco-creators,demandingauthenticityand

experiencesthat

resonateonadeeperlevel.What

standsout

tome,

though,is

thatevenina

worldpoweredbyalgorithms

and

automation,

the

human

element

remains

irreplaceable.

The

best

ideas

-

the

ones

that

truly

transform

industries-don’temergefromdataalone.

They

comefrom

a

deep

understanding

of

people:

their

hopes,fears,anddesires.This

iswhat

makesthe

digital

world

so

powerful.

It’s

notjust

abouttechnology;it’saboutusingthattechnologytocreatemomentsthatmatter.Thisreportisn’taforecastoraprediction.It’sacelebrationof

thehereandnow.It’saguideto

navigating

thecomplexityofour

times

withclarityandpurpose.Becausemuchlike

thatprism

inthelight,thedigitalworldoffersendlesspossibilities-italldependsonhowyouchooseto

see

it.Thequestionis:areyoureadytoembracethepresent?04Dr.AnnuragBatraChairmanandEditorinChief,BW

BusinessWorld

Founder,exchange4mediaGroupFOREWORDThelatestDentsue4mDigitalReport2025putsforthafascinatingpictureof

howthe

Indian

advertising

industry

is

evolving,

largely

driven

by

digitaltransformation,

changing

consumer

habitsandtheunstoppableriseoftechnology.Over

the

past

year,

digital

has

firmly

established

itself

as

the

powerhouse

of

advertising,

reshapingeverythingfrommediaconsumptiontobrandstorytelling.Traditionalchannelslike

TVandprintstillhold

theirgroundbut

themomentumisclearlyshifting

towardssocialmedia,

online

video

and

programmatic

advertising—all

fuelled

by

data-driven

strategies

and

an

ever-growingdigital-firstaudience.One

of

the

biggest

takeaways

from

this

year’s

report

is

the

changing

face

of

engagement.

Digitalmedia

isn’t

just

about

visibility

anymore;

it’s

about

connection.

Brands

aren’t

just

talkingtoconsumers—theyarecrafting

immersive,

hyper-personalizedexperiences

powered

byAIandreal-timeinsights.Theriseofretailmediaandunifiedcommerceismakingthiseven

moreseamless,blendingonlineandofflinetouchpointstocreatefrictionlessbrand

journeys.While

FMCGcontinuestodominateadspends,weareseeingsomeexcitingshifts.Thetravel

sector

is

making

a

big

comeback,

driven

by

a

surge

in

domestic

tourism

campaigns,

while

telecom

and

e-commerce

brands

are

doubling

down

on

digital,

allocating

a

huge

chunk

of

their

budgets

to

online

platforms.

Short-form

video

is

quickly

becoming

the

go-to

format,

capturingaudienceswithsnackable,engagingcontentthatmergesentertainmentwith

commerce.Another

fascinating

trend

the

report

highlights

is

the

evolving

tone

of

advertising.

Humour,

whichhaslongbeenastapleofIndianadvertising,isnowmakingroomformindfulness-driven

storytelling,especiallyfor

Millennialand

GenZaudiences.These

consumerswant

brands

to

bemore

than

just

sellers—they

expect

them

toreflect

their

values,

createmeaningful

conversations,andfostercommunity-drivenengagement.Andthenthere’sAI.

No

longerjusta

behind-the-scenes

player,

generativeAI

is

now

actively

shaping

creativity,

streamlining

decision-making

and

helping

brands

produce

smarter,

more

emotionally

resonant

campaigns.

The

phygital

revolution—where

physical

and

digital

retail

experiencesmerge—isalsoensuringthatbrandsstayconnected

withconsumersacrossurban

andrurallandscapes,offeringaccessibilitylikeneverbefore.Atthe

heartofallthischange,

one

thing

is

clear:

the

advertising

industry

is

at

an

inflection

point.

We’re

in

a

kaleidoscopic

state

of

flux,

where

technology

and

creativity,

data

and

storytelling,commerceandcultureareallmerging

toredefine

whateffectivemarketinglooks

like.TheDentsue4mDigitalReport2025captures

this

shiftinallitscomplexity,offering

aglimpse

into

the

futureofadvertising—a

world

whereinnovation,personalizationandengagement

will

definesuccess.06NawalAhujaCo-Founder,exchange4mediaFOREWORDThe

pastyear

markedatransformative

chapter

in

digitaladvertising

and

marketing,

both

in

India

and

globally.

As

we

enter

2025,

reflecting

on

past

trends

while

anticipating

future

trajectoriesbecomescrucialforindustryunderstanding.India's

expanding

internet

user

base

positions

the

nation

at

the

forefront

of

the

digital

revolution.Thepreviousyearsawincreasedfocusonpersonalization,drivenbyadvanceddata

analytics

and

artificial

intelligence.

Brands

evolved

from

mass

communication

to

engaging

individualswithtailored,resonantmessages.Thecountry'sdigitalecosystemisuniquelypositionedat

thecrossroadsofrapid

technological

adoptionandadiverse,digitallysavvypopulation.Digital

advertising

emerged

as

the

industry's

dominant

force,

claiming

the

largest

share

of

advertisingspend.Artificialintelligenceplayed

a

central

role

inthis

digital

narrative,

reshapingmarketingapproachestocreativityandefficiencythroughchatbotsandgenerative

contentcreation.Thisadvancementbroughtresponsibilities,particularlyregardingconsumer

trustanddatatransparency.AI

is

no

longerjusta

buzzword;

it

has

become

the

backbone

of

hyper-personalizedmarketingstrategies.Predictivecommercebecame

fundamental,

enabling

precise

anticipation

of

consumer

behaviourwhileenhancingcustomer

journeys.Videocontentmaintaineditssupremeposition

inengagementmetrics,withonlinevideoleadingdigitalmediaspendingandprojectedasthe

fastest-growing

channel.

From

short-form

content

on

social

platforms

to

long-form

storytelling

on

OTT

services,

video

marketing

proved

essential

for

deeper

audience

connections.Influencer

marketing

saw

remarkable

growth,

expanding

beyond

celebrity

endorsements

to

includenichedomain

experts,

bringing

authenticityto

brand

campaigns.

Omnichannel

marketinggainedunprecedentedmomentumas

consumers

moved

seamlessly

between

digitalandphysicalworlds,demandingconsistentbrandpresenceacrossalltouchpoints.Despite

economic

challenges,

innovation

thrived,

particularly

in

programmatic

advertising,

which

contributed

significantly

to

digital

ad

spending.

Sustainability

emerged

as

a

crucial

theme,withconsumersincreasinglysupportingbrandsalignedwithenvironmentalvalues.Looking

ahead,

digital

advertising

stands

on

the

cusp

of

transformation.

Advanced

technologies,evolvingconsumerbehaviours,andpersonalizationarereshaping

brand-audienceconnections.AI-poweredtoolshavebecomeessentialforhyper-personalized

marketingstrategies,whilevoicesearchandconversationalAIarerevolutionizingSEO

approaches.Augmented

and

Virtual

Reality

are

offering

immersive

experiences,

bridging

online-offline

interactions.Thesocialmedialandscapecontinuesevolving,withemergingplatformsgaining

traction

alongside

established

networks.

Mobile-first

strategies

remain

crucial,

especially

withadvancingtechnologyinfrastructure.Content

marketing

is

adaptingtoaudience

preferences,shifting

fromhumour-driven

engagementto

mindfulness-focusedstrategiesforyoungergenerations.Vernacularcontent

gainsimportanceinIndia'sdiverselinguistic

landscape.

Success

inthis

evolving

digital

landscaperequiresagility,responsibledatausage,andculturallyresonantstorytelling.08DigitalAdvertisingIndustryRs49,251

Cr

(~$5.93Bn)Rs59,200

Cr(~$7.13Bn)Rs69,856

Cr(~$8.41

Bn)19.09%CAGRAdvertisingIndustryRs1,01,084

Cr

(~$12.18Bn)Rs1,07,664

Cr(~$

12.97Bn)Rs1,15,460

Cr

(~$13.91Bn)6.87%CAGRExecutiveSummary20242025f2026fThe

digital

landscape

isn’t

just

changing

-

it’s

in

perpetual

motion,

powered

by

real-time

advancesindata,technology,andshiftingconsumerbehaviour.AsAI,

immersive

experiences,

decentralizedtechnologies,andhyper-personalizationevolve,theyconvergetoignitegrowth,

disruption,

andtransformation.The

digitalworld

is

no

longer

a

bridgetothe

future;

it

is

the

futureunfoldinginrealtime.Inthisdynamicarena,industriesarebeingredefined,and

opportunitiesare

being

unlockedatan

unprecedentedpace.

To

thrive,we

must

embrace

the

now,

leveragingthemomentumoftoday’sinnovationsto

stay

ahead

in

a

constantly

evolving

ecosystem.The

Indian

advertising

industry

grew

by

6.3%

in

the

last

year,

reaching

a

market

size

of

Rs

1,01,084crorebytheendof2024.

By

2026,

it

is

projectedto

grow

at

a

compounded

annual

rate

(CAGR)of6.87%,

reaching

Rs1,15,460crore.

The

digital

advertising

sector

witnessed

agrowth

of21.1%,closing2024

at

a

market

size

of

Rs49,251

crore.

It

is

expected

to

reach

Rs69,856crore

by2026,with

a

CAGR

of19.09%.By

theendof2024,digitalmediaaccounted

for

thelargestshareofadvertisingspend

at

49%,

followed

by

television

at

28%

and

print

at

17%.By

2026,

digital

media

is

projected

to

contribute61%ofIndia’s

totaladvertisingspend.

The

telecomsectorleads

the

way,allocating

66%ofitsmediabudgettodigital,withe-commerce,

pharmaceuticals,and

FMCG

segments

followingcloselybehind.Socialmediaandonline

videoleaddigitalmedia

spending,

with

socialmediacontributing29%

(Rs14,480crore)and

online

video

close

behind

at28%

(Rs

13,756

crore).

Advertising

spendson

e-retailplatforms

contribute

to

22.93%

of

all

digitalmedia

spends.

TheFMCGand

e-commerce

sectors

are

thelargestcontributors

toIndia’sdigitalmediaindustry.

Withindigital

media,

FMCG

directs

44%

of

its

budget

to

online

video,

while

e-commerce

prioritizes

paidsearch(39%)and

social

media(31%).The

next

chapter

ofcustomer

experience

is

beingshaped

bythefusion

ofgenerative

AI

and

humancreativity,

transforminghowbrandsconnect

with

theiraudiences.Generative

AI

speeds

upcontentcreationacrosstext,visuals,andmusic,automatingrepetitivetasksandfreeingup

creators

to

craft

richer,

more

personalized

stories

that

truly

resonate.

However,

as

AI-generatedcontent

becomeswidespread,maintainingauthenticityand

emotional

depth

is

vital.WhileAI

delivers

hyper-personalized

contentwith

unmatched

speed,

human

creativity

ensuresculturalrelevanceandemotionalimpact.BrandsthatmasterthebalancebetweenAI

efficiencyandhumaninsightwillfosterdeeper,moremeaningfulconnections.InIndia’sfast-changingretailmedia

landscape,a

new

era

of

customer

engagement

is

unfolding,

powered

by

real-time

shopping

data.

Retail

media

enables

regional

businesses

to

compete

with

larger

players

by

tailoring

campaigns

to

individual

preferences.

This

shift

is

helping

brands

create

more

personalized,

impactful,

and

purpose-driven

relationships

with

theirconsumers.101111111111111111111111111111111111111111111111111111111111111111111111111111111111111111111C4A卩T[R12ThegndianAdvertising

I丑δu8七xyehTnaidnggnisitrevdA

yx七8uδ丑I14TheIndianadvertisingindustrygrewby6.3%inthe

previousyear,

closing2024with

a

market

size

of

Rs

1,01,084

crore.

This

growth

was

primarily

driven

by

the

general

and

assembly

elections,

which

triggered

a

significant

surgeinadspending.Lookingahead,theIndian

advertising

landscape

is

poised

for

modest

growth,

with

major

sporting

events

such

as

IPL

2025,the

ICCChampionsTrophy,andtheAsiaCup2025,alongwithother

cricketing

events,

expectedto

be

keygrowthdriversthisyear.These

events

will

offer

significant

opportunities

forbrandstoengagewithdiverseaudiences,ensuringtheindustry’scontinued

upward

momentum.Growthof

Indian

AdvertisingIndustry(Rscrore)10.8%10.8%9.4%8.9%95,0876.3%85,81256,47151,85118.2%1,07,664519,,91-12.9%ADINDUSTRYGROWTH62,564

72,6036.5%

7.2%1,01,0841,15,4602024a2026f2025f68,4752020202320222018201620192021201721.8%2026f2024The

Indian

advertising

industry

is

projected

to

grow

at

6.5%,

reaching

a

market

size

of

Rs

1,07,664crorein2025.Growthisdprojectedtoacceleratein2026,withtherateincreasing

to7.2%,drivingthemarketsizeto

Rs1,15,460crore

byyear-end.

Digital

media

continuesto

leadthetransformationwithaCAGRof19.09%,reflectingsignificantinvestments

inonline

platforms.

Key

growth

drivers

include

increased

spending

on

reality

shows,

sports

content

acrossTV

and

OTT

platforms,

and

large-format

print

advertising.The

second

half

of

2024

laid

a

strong

foundation

for

this

growth,

presenting

pivotal

opportunities

for

brands

to

engage

with

theiraudiences

throughdiversechannelsandinnovativecontentstrategies.This

trajectoryhighlightstheindustryIsadaptabilityandfocusoncapitalisingonemerging

consumertrends.Keysectorssuchas

e-commerce,automotive,

BFSI,

FMCG,

and

retail

continue

to

dominate

both

digital

andtraditional

media.Thescale

of

offers

and

promotions

across

retail

media,

e-commerce,and

D2Cplatformsisexpectedto

be

substantial,

driving

significant

consumer

engagement.Furthermore,productlaunches

willplayapivotalroleinencouragingconsumer

trials,contributingtoariseinoveralladspending.Anotabletrendisthestrongsurgeinrural

consumption,

outpacing

urban

areas,

particularly

in

the

automotive

and

FMCG

segments.

This

shifthighlights

thegrowingimportanceofruralmarketsin

shapingadvertising

strategies

anddrivingindustrygrowthacrossdiversecategories.Rs.1,15,460croreRs.1,01,084crore6.87%CAGRGOLD

PARTNERSPOWERED

BY16prsmAdvertisingspendson

mediaDigital

media

has

emerged

as

the

largest

contributor

to

advertising

spends,

accounting

for

49%(Rs

49,251crore)of

theIndianadvertisingindustry.

Television

followsclosely,contributing

28%

(Rs

28,062

crore),

while

print

media

holds

a

share

at

17%

(Rs

17,529

crore).

This

shiftunderscoresthegrowingdominanceofdigitalplatformsinshapingadvertisingstrategiesand

capturingaudienceengagement.DigitalandOut-of-Home(OOH)advertising

have

ledthe

charge

in

advertisingspend

growth

this

year,

setting

thepace

for

theindustry.

Televisionandprintarealsoexpected

to

seeaboost,

drivenbyrealityshowsandfestivecampaigns.Asbrandsprioritizehigh-impactbuys,engaging

andinnovativecontentwillbekeytocapturing

audience

attention

across

platforms.

Success

willhingeonfindingthe

right

balance

between

reach

and

relevance,

and

those

who

strategicallyleveragethesemediumswillgainacompetitiveedge.Inrecent

years,

theOut-of-Home(OOH)advertising

segmenthasembracednew

formats,

such

as

digital

displays,

airport

billboards,

and

Digital

OOH

(DOOH).

OOH

ad

spend

reached

Rs

3,800

crore

in

2023,

reflecting

aggressive

adoption

by

advertisers.

Looking

ahead,

OOH

is

projected

togrowataCAGRof

10%

through2026,drivenby

various

factors.

The2024general

and

assembly

elections

sparked

a

surge

in

political

advertisements,

further

boosting

OOH’s

momentum.

DOOH

remains

a

critical

growth

driver,

with

its

vibrant,

high-impact

displays

gainingpopularityacrossmarkets.

Destination

DOOH

and

digital

on-road

displays

are

increasinglybeingintegratedintomediaplans,highlightingthegrowingshareof

digital

formatsinOOHstrategies.Infrastructure

development

continues

to

unlock

opportunities

for

transit

and

metro

media,

while

the

refurbishment

and

expansion

of

airports

in

key

markets

contribute

to

inventory

growth.

New

infrastructure

projects

arefosteringthe

expansion

of

OOH

as

an

industry,with

transitmediaemergingas

asignificant

segment.Advertisers

are

increasingly

adopting

data-driven

and

technology-enhanced

strategies,

emphasizing

location-based

planning

and

measurableoutcomesinOOHcampaigns.PoliticalpartiesmadesignificantinvestmentsinQ1

2024,

capitalizing

on

OOH’s

reach

ahead

of

the

elections.

Key

sectors

such

as

Automobile,

BFSI,

FMCG,

Real

Estate,

Retail,and

Media&

Entertainmenthaveextensivelyleveraged

OOH

in

early

2024,

highlighting

its

relevance

across

diverse

industries.

This

dynamic

environment

positionsOOHasavitalcomponentoftheadvertisingmix,primedforsustainedgrowth.TelevisionRs28,062CrOOHRs4,256CrDigitalRs

49,251

CrPrintRs17,529CrRadioRs1,679CrCinemaRs

306

Cr0.30%28%49%4%2%17%GOLD

PARTNERSPOWERED

BY18prsm29%39%26%42%23%42%202122%

20%

17%39%

31%

28%15%24%13%2%4%6%2%4%6%2%4%6%2%

0.5%

0.4%4%3%2%6%

3%

2%

g

spendsacrossvariousmediaForecast

of

advertisin0.3%2%2%0.3%2%4%0.3%2%4%0.3%

0.2%1%

1%4%

4%12%

15%17%

20%26%29%35%

43%

49%

55%61%Print

OOH35%40%31%40%34%40%2022

2023TelevisionCinemaDigital2024a2026f2025fRadio2020201820162019201720%Digital

and

OOH

are

the

only

media

segments

with

a

positive

growth

outlook

until

2026,

reflectingtheIndianadvertisingindustry'sshifttowardplatformsofferinggreaterengagement

andflexibility.Incontrast,traditionalmedia—Television,Print,

Radio,andCinema—are

projectedtowitnessadeclineoverthesameperiod.Between2023and2024,television'ssharedeclinedfrom31%to28%andisexpectedtodrop

furtherto24%

in2025.

Print

mediafollowedasimilartrend,

decreasing

from

20%

to

17%

by

the

end

of2024,with

projectionssuggesting

afurther

decline

to

15%

by

2025.

Radio,

which

maintained

a

steady

share

of

2%

in

2024,

is

expected

to

decline

to

1%

by

the

end

of

2025,

reflectingtheshiftingdynamicsoftheadvertisinglandscape.These

trendshighlightthechallengestraditionaladvertisingchannelsfaceamiddigital

disruption

and

evolving

audience

habits.

Structural

changes

demand

innovative

strategies,

includingdigitalintegrationandnichetargeting,to

regain

relevanceand

adaptto

the

shifting

medialandscape.Cinema's

performance

remains

highlyvariable,

indicatingthat

external

factorsplaya

significant

role

in

itsviabilityasanadvertising

medium.

In

2024,

itsaw

modest

growth,

likely

drivenbyblockbuster

releasesand

a

post-pandemic

resurgence

intheatre

attendance.

However,

asignificant

decline

is

expected

in

2025,

dueto

market-dependentfactorssuch

as

inconsistent

movie

releases,

increased

competition

from

streaming

platforms,

and

changing

consumer

behaviour.

This

volatility

underscores

the

challenges

cinema

faces

in

maintaining

consistentadvertisingvalue.OOHcontinuestoshowconsistentgrowth,althoughthepacehasslightlyslowedfrom12%

in

2024

to10%in2025.

ThisreflectsOOH'ssuccessfuladoptionofnew

technologiesand

therise

infoottrafficasconsumerbehaviourrebounds

post-pandemic,

reinforcing

itssustained

relevanceasanadvertisingchannel.Digitalmediaremainsthefastest-growingchannel,thoughitsgrowthhasslightlyslowed.This

trend

underscoresthe

continued

shifttowards

digital

advertising,

driven

by

its

effectiveness,

broad

reach,

and

measurable

impact.Brands

areincreasingly

focusing

oninteractive

and

data-drivenplatformstooptimizeaudienceengagementandcampaignperformance.GOLD

PARTNERS20POWERED

BYprsmAmazonMXPlayer:Transformingfreead-supportedstreaminginIndiaKaran

BediDirector&Head,AmazonMX

PlayerThedigitalvideolandscapeinIndiahasrapidlytransformed,withaclear,visibleusermigration

fromTVtodigital.Videousersareexpectedtorisefrom450millionto600millionbytheend

of

2025

as

per

Bain

and

Company’s

estimates.

This

growth

is

across

the

board

–

and

spans

multipleagegroups,

demographic

andsocio-economic

segments.

Along

with

a

diverse

spectrumofusersandtheiruniqueviewingpreferences,studiesnow

definitively

highlightthat

ads

on

streaming

media

generate

higher

engagement

than

those

on

traditional

or

linear

TV,

contributing

significantly

to

brand

building.

Digital

video

advertising

now

captures

28%

of

digitaladspendsasperDentsu’sestimates.However,

despite

the

promising

opportunities

in

video

advertising,

brands

face

challenges

regardingsafety,audiencerelevance,andimpactmeasurementbeyondviewership.At

times,

it

can

be

challenging

to

shift

advertiser

perception

that

premium

content

isn’t

always

locked

behindpaywalls

and

canbeoffered

for

free.

Additionally,user-generatedcontentraises

concernsaboutbrandsafety.Inthis

environment,Amazon

MX

Player

is

reshapingthevideostreaming

landscape,

providing

premiumcontentto250millionusersacrossIndia,forfree.It’saudienceisdiverse,equallysplit

between

young

adults,

and

those

aged

25

and

older,

with

significant

representation

acrossmetros,Tier1,2,and3cities.1.4

Bn+DownloadsOneofthelargestandmostfrequentedappsin

India250Mn+MonthlyReachHighlyengagedanddigitallyactiveaudience50%NCCSAIncludingPrimememberhouseholdsSource:PlayStore,AppAnnie;

3Pconsumersyndicatedpanel-KantarTGIdata(H1’24).A

major

advantage

ofthe

service

is

its

seamless

integrationwith

Amazon.

Users

can

access

contentthrough

India'slargestshoppingapp-Amazon.in,aswellas

PrimeVideo,

FireTV,

and

our

own

app

on

mobile

and

connectedTVs.This

integration

allows