With more people going online and spending time on everything from news sites to social media, online advertising is growing robustly in India, showing an annual clip of around 30%, says a new study by the Internet and Mobile Association of India (IAMAI).
According to the IAMAI study, online advertising in India is estimated to hit R2,938 crore in the year to March 2014. The report states that the online advertising market in India — comprising search, display, mobile, social media, email and video advertising — which was worth at Rs. 1,750 crore in the year to March 2012, has grown by 29% over the previous year to reach Rs. 2,260 crore in 2012-13.
While search and display advertising contributed 38% and 29% respectively to the overall pie in the last fiscal year (March 2012- March 2013), their percentage share has declined marginally owing to the stellar rise in mobile, social media and video advertising.
Advertisements on mobile phones and tablets have grown from a 7% share in fiscal year 2011-12 to 10% of the Indian advertising market in fiscal year 2012-13, totalling a spending of Rs. 230 crore.
Social media, email and video advertising constitute 13% (Rs 300 crore), 3% (Rs 68 crore) and 7% (Rs 150 crore) of the online advertising market, respectively.
Meanwhile, the global mobile advertising segment alone is expected to grow by 19% to touch Rs. 62,574 crore in 2013.