Digital ad spending to surpass USD1 bn in 2017: eMarketer

Digital advertisement spending in India is forecast to surpass the USD 1-billion mark, accounting for 14.3 percent of the total media advertisement outlay, in 2017, a report by eMarketer today said.

The report, which pegs the total media advertisement spending to grow to over USD 8.2 billion next year, said advertisers in India will spend more than USD 1.1 billion towards digital advertisement.

"This year, just 12.6 percent of all advertisement spending will go towards digital. In 2017, digital ad spending in India will surpass USD 1 billion and will amount to 14.3 percent of total outlays. By 2020, the figure will be 20.2 percent," it added.

eMarketer estimated that advertisers in India will spend about USD 7.41 billion on paid placements in all media in 2016, up 11.3 percent over the previous year's spending levels.

By 2020, total advertisement spending will hit USD 11.82 billion, it said.

Mobile advertising, which is an even tinier slice of the whole pie, will be at just 3.3 percent of total media advertisement spending this year.

This translates to less than USD 250 million in advertisement spending.

"Mobile is also a relatively small share of digital ad spending, but that's changing quickly. This year, just over a quarter of digital ad spending will be mobile," it said.

By the end of 2020, that share will almost double to 50.2 percent (of digital) and 10.2 percent of the total advertisement spending in India.