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Digital advertising set to touch Rs 4,391 cr: IAMAI

The annual Digital Advertising Report jointly published by IAMAI and IMRB puts the share of digital ad spend at 11% of overall conventional ad spend

BestMediaInfo Bureau | Delhi |  April 11, 2012

Digital advertising is expected to reach Rs 4,391 crore by March 2013. It is expected to reach Rs 3,535 crore by the end of this calendar year. Currently, as of March 2012, the market is pegged at Rs 2,851 crore. These are the major findings of the annual Digital Advertising Report jointly published by the Internet and Mobile Association of India (IAMAI) and IMRB.

The relative share of the major segments is explained in the following chart.

According to publicly available sources, the total size of offline advertising market including Print, TV, OOH, Radio, Cinema is Rs 26,501 crore in 2012. Compared with this, the digital market at Rs 2,851 crore is almost 11 per cent of the conventional medium.

On an average, digital ad spends have been growing at 25 per cent year-on-year basis (see chart below).

Travel and BFSI continued to be the main spenders as far as display ads are concerned. The display ad spend by automotive companies has appreciably increased. Its overall share has risen from 9 per cent in FY2010 to 13 per cent in FY2011 to 14 per cent in FY2012.

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