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India’s digital ad spend may hit Rs 13k crore by 2018: Survey

Author: IANS/Tuesday, November 21, 2017/Categories: IT & ITeS

India’s digital ad spend may hit Rs 13k crore by 2018: Survey

New Delhi - Riding on growing demand for smartphones and falling data prices, digital advertising spend in the country is likely to rise to Rs 13,000 crore ($2 billion) by December 2018 at annual growth rate of 35%, a survey said.

According to the Assocham-KPMG joint study, the digital ad spending is expected to witness an exponential increase from the current level of Rs 9,800 crore due to widespread availability of 3G/4G services and the on-going surge in internet penetration in the country.

"The digital advertising spend was estimated to be around Rs 7,500 crore at the end of 2016," the survey noted.

"Around 50% of their overall advertising spend was on digital followed by e-commerce, telecom, technology, banking and financial services and insurance companies," it added.

The survey highlighted that the digital advertisement industry is growing rapidly as there is a growth in digital communication devices around the world, and the increase in smartphones, tablets is enabling advertisers to reach a wider audience.

"The digital advertisements are flexible and can be adapted for any kind of device like television, laptop, tablet or smartphone," the report said.

The two-way interactive capability and the ability to customise the ad for target audience also made digital advertisements more effective, it added.

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rajyashree guha

IANS

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