Digital Advertising – Where is it leading to…?



Programmatic advertising is the future of digital advertising and it will soon command a big share of the traditional advertisers recognizing the benefits. Programmatic content will no longer just dominate digital display advertising, but will shortly see the mass adoption of programmatic TV advertising.  It offers great transparency to advertisers as compared to traditional advertising and media buying with locked-in contracts. Advertisers can track the success and effectiveness of their ads in real-time and have option of modifying geographies, target audience and more, in the middle of a campaign. The capability ensures that advertising dollars are not spent unnecessarily and maximum ROI is achieved.


As per KPMG, Digital The new normal of marketing, 2017 report, At a projected 15.5% growth in 2016, India is one of the fastest growing advertising market globally with a large consumer base and burgeoning e-commernce industry. Although the share of digital advertising spend remains low at 12.7% in 2016, it is one the fastest growing mediums at a CAGR of 33.5% (2015-2020) with expectation of crossing INR 225 billion in 2020.




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