Advertising Trends India - 2021

1. Overview:
(dentsu Digital Report 2021)
Indian advertising industry to grow 10.8% to Rs 62,557 crore by
2021-end - The advertising sector, which had witnessed a degrowth in 2020 due
to the pandemic, is expected to touch Rs 70,343 crore by 2022, as per dentsu Digital
Report 2021.
As per industry experts – the first half of 2021 will see improvement and register a
decline of about 5-10% y-o-y. so we can expect H2 of 2021 to match or perhaps even
exceed the performance of H2 of 2019 by 10-15%.”
NEW AGE AD TRENDS - 2021

2. Indian Advertising Market Growth Drivers and Industry
Trends:
The advertising industry’s success depends heavily on the penetration of different
media outlets in the region. India, with its developing economy, is providing the
advertisers with numerous growth opportunities, along with expanding media
channels. Economic growth has also led to an increase in consumer spending power,
producing a consumer-conscious and affluent brand. The Indian advertising industry
is expected to be Asia’s fastest-growing advertisement market after China over the
forecast period. Further, the increasing penetration of smartphones and the internet
in the country is encouraging the use of digital advertising, which is anticipated to aid
the growth of this industry in India over the forecast period.
While television segment continues to be the dominant force in India, accounting for
almost 38% of the total ad spend in 2020, the mobile and internet advertising
segment is anticipated to contribute significantly to the industry growth owing to the
increased digitalisation and growing shift towards online video via mobile devices in
the region.
AD Spends on Different Media (Rs. Crore)
(dentsu Digital Report 2021)

3. New Normal Effects
The pandemic has changed our lives in many ways – our approach to health,
interactions with our friends, the way we work, we run our homes, and
most definitely, the way we shop!
Media and advertising sector witnessed that many brands/clients wanted to delay
and reschedule campaigns, which led to a revision across various sectors. The
pandemic shifted the consumers to online and digital solutions with increased
emphasis on contact-less delivery of goods and services. It has been a transitioning
phase and consumers across the spectrum are becoming accustomed to online
shopping. This resulted in a boost in online shopping during the lockdown period.
The New Normal has accelerated clients’ digital transformation journey. More
attention is now focused on technology, on e-commerce, on data, on digital spends.
And the pandemic has added another reason for clients to look to reduce the number
of partners they work with – the need for efficiency; the need to stretch the marketing
rupee.
Figures in Rs. crore. Sources: Dentsu