“2018 is expected to be a growth year considering the stabilisation post GST. Another growth driver would be the fiscal policies of the government, which are expected to be pro-spending and supporting the middle income groups,” Dentsu Aegis Network India President (Media Brands and Amplifi) Kartik Iyer said.
Digital media spend is forecast to increase by 30 per cent in 2018 with 43.6 per cent growth in mobile spend, which will account for 47 per cent of total digital spend in 2018.
In India, the significant improvement in availability of highspeed networks at a lower cost is making a huge impact in the efficiency metrics of digital media. This will continue and therefore will support the faster growth of digital advertising,” Iyer added. The advertising market in India is further expected to grow by 12.5 per cent in 2019, the report said. The global ad spends, which includes 59 countries, is expected to grow at 3.6 per cent in 2018 from 3.1 per cent in 2017.
“This amounts to a global ad spend of $ 589.5 billion in 2018. Events such as the Winter Olympics and Paralympics, the FIFA World Cup in Russia and US Congressional elections will help to drive this growth,” it said.