GroupM India has released its annual This Year Next Year (TYNY) report. The overall ad revenue is expected to reach ₹1,55,386 crore in 2024, with an incremental ₹14,423 crore compared to 2023.
Prasanth Kumar, CEO, GroupM South Asia said, “Despite facing macroeconomic challenges, we remain optimistic about the industry. At 10.2%, India will be the fastest-growing ad market. 2024 will also see an upside from the spending leading to the General Elections. Digital particularly retail media and digital extensions of TV are expected to drive the growth. SME continues to fuel the growth. Linear TV is at a point of inflexion and needs to be enabled with rapid deployment of technology to stay relevant.”
Digital will take a 57% share of ad revenue in India, followed by TV at 29% and print media at 10%.
Ashwin Padmanabhan, President - Investments, Trading, and Partnerships,
GroupM — India said, “The advertising landscape is evolving with the fragmentation of search, rapid rise of influencer marketing and retail media. Reflecting this, at
₹88,502 crores of the overall
₹1,55,386 crore, digital will contribute to 57% of all ad revenue."
Here are the other trends that the GroupM TYNY report unveiled for 2024:
The increasing influence of gen-alpha will drive distinctive marketing strategies
Attention Planning — customising insights for actionability
21% of television homes to be addressable in 2024
With T20 World Cup and Olympics, sports to focus on immersive experience journeys
Brand marketing becomes more accountable for performance, breaking silos
There will be a step-up on ‘Search’
E-commerce drives deeper into organisations
India’s general and modern trade getting digitised leading to the rise of omnichannel commerce
Rapid developments in AI will transform media and measurement
AI and technology dominate the content landscape and creator economy
The importance of niche consumer segments will power the growth of micro-marketing
With consent becoming critical, zero-party data will empower various areas of marketing(Edited by : Pihu Yadav)
First Published: Feb 13, 2024 3:59 PM IST