Traditional mediums, such as television and print, are still popular amongst advertisers in India. In 2015, print had the highest advertising revenue in India, while TV’s revenue figures closed the year shortly behind. TV and print were by far the strongest advertising media in India, as each medium is expected to account for about 37 percent of all advertising spending in India by 2017, taking the lead as the two most important mediums for advertisers in the country. Newspaper advertising spending in India is forecast to add up to an estimate of 3.25 billion U.S. dollars in 2016. Physical out-of-home advertising is also an important platform in the Indian ad market. The medium is projected to maintain revenue of 24.5 billion U.S. dollars up until 2020. While physical out-of-home advertising is expected to remain the same in the coming years, digital out-of-home advertising in the country is forecast to consistently grow, with projections to grow from about 10 billion U.S. dollars in 2015 to 18.5 billion U.S. dollars by 2020.
Spending on internet advertising has been consistently rising in India since 2006, when only 39 million U.S. dollars were spent on internet advertising. Internet advertising spending in India is estimated to pass the 700 million U.S. dollars mark for the first time in 2016. Despite this aggressive growth, internet’s share of the total ad market in India is rather timid; the medium is projected to hold about 14 percent of ad market share in the country by 2017. Search advertising is the most popular ad format in India, accounting for about 30 percent of the total digital ad spending in India as of 2015. Social, display, video and mobile held from 16 to 18 percent of the market share each in that particular year.