Digital advertising growth to be high

A report by Prabhudas Lilladher suggests that digital advertising firms are likely to grow rapidly going forward. This growth is attributed to the emergence of mobile advertising as the default channel of consumption. From 45% in FY19 to 76% in FY21, the share of mobile in India’s digital media grew at a CAGR of 45%.
The share of mobile in India’s digital media now amounts to US$ 1.9 billion. Social media with 29% (Rs 4,600 crore) and online video (28%, Rs 4,400 crore) were the main drivers of digital advertising growth. The study notes that online video has seen the fastest YOY growth, from a share of 22% in 2019 to 28% in 2020.