Industry Odisha Bureau, Sep 07: Digital advertising is set to dominate global ad spending by CY29. Digital formats already commanded about 72% of global advertising revenue in CY24. India’s digital media is expanding just as fast. Digital media grew over 30% year-on-year in CY25. It has overtaken television as India’s largest media segment. The shift signals changing advertiser preferences and consumer behaviour worldwide.
Global advertising revenue is shifting decisively toward digital formats. Digital channels accounted for around 72% of revenue in CY24. That share is projected to reach approximately 80% by CY29P. The trend reflects growing advertiser confidence in digital platforms.
India’s media and entertainment industry is undergoing a similar shift. Digital media grew more than 30% in CY25. It became the single-largest segment in India’s media industry. Television still retains a significant advertising role. But digital formats now command a larger share of attention.
Digital advertising’s share of the India advertising market kept rising. It reached around 63% in CY25, up from 56%. This growth outpaced most other advertising categories in India. Advertisers are increasingly allocating budgets toward digital formats. The shift underscores changing advertiser preferences across the Indian market.
Digital advertising revenues crossed Rs 947 billion in CY25. That figure moved digital advertising closer to the Rs 1 trillion mark. It reflects the growing scale of India’s digital advertising economy. The milestone highlights digital media’s expanding commercial importance nationwide.
Performance marketing is a key driver of this expansion. Digital formats let advertisers track consumer response directly. They also allow precise audience targeting and campaign measurement. This visibility into outcomes appeals to businesses seeking accountability. Measurable results are increasingly important for advertiser decision-making.
Retail search advertising is poised for strong global growth. Its share in e-shopping was around 33% in CY24. That share is projected to reach about 46% by CY29P. Consumers increasingly search for products within e-commerce platforms. This links commercial intent directly with digital advertising.
In-game advertising represents another growing digital advertising category. Its share is expected to rise from around 33%. It could reach approximately 39% globally by CY29P. Gaming environments are attracting increasing advertiser attention worldwide.
India’s commerce-linked advertising also grew sharply in CY25. E-commerce and point-of-sale advertising surged 50% during the year. The segment reached Rs 220 billion in revenue. That was equivalent to around 85% of television advertising. It reflects advertising’s growing connection to consumer transactions.
India’s overall advertising market grew 13.5% in CY25. It reached approximately Rs 1.5 trillion in total value. This outpaced media and entertainment industry growth of around 9%. It also exceeded nominal GDP per-capita growth of 7.7%. That marked the first such gap in three years.
Consumer behaviour is reinforcing this shift toward digital formats. Businesses increasingly value measurable, targeted advertising outcomes. These factors together suggest a lasting structural change ahead.
Digital advertising is becoming central to India’s advertising economy. It is reshaping how advertisers allocate spending nationwide. The India advertising market reflects wider global advertising trends. Television and traditional formats remain relevant within this landscape. But digital formats now anchor the industry’s future direction.
