Indian ad market to grow 7% in 2025, reaching over Rs 1.6 lakh crore, says TYNY, released today by GroupM, the media investment group under WPP. The report once again underscores digital media’s growing control over adspending. At present, digital commands over 60% of the total ad spend, driven by AI, retail media, and immersive technology.
The report pointed out that 60+ countries across the globe held elections in 2024, signalling potential shifts in governance and economic policies. Most advanced economies are witnessing disinflation and the labour market cooling, which might have a cascading effect on spending this year, the report says.
Unveiling the report, Prasanth Kumar, CEO, GroupM South Asia, said, ” India is at the forefront of a marketing revolution driven by AI and data privacy. As global ad spend surpasses $1 trillion, India emerges as a top 4 growth market, with digital now accounting for over 60% of ad spend. With a shift to personalised engagement, commerce-driven marketing, and responsible innovation, mixed reality and immersive tech fuel experiential content.”
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Digital and TV together account for 86% of total ad spend, with streaming TV now making up 12.6% of total TV ad revenue—signalling a critical shift for brands to optimise across high-growth platforms. Key sectors like SME, realty, education, BFSI, and tech/telco contributing to 60% of total advertising are set to grow at around 10%, further accelerating market expansion.
Also among the key trends for 2025 listed by the TYNY report are the following:
- Generative AI at the Helm: Revolutionising Traditional Search and SEO Strategies
- The Rise of Data Clean Rooms: Shaping India’s Privacy-Centric Marketing Frontier
- Chief Prompt Officers: India’s Content Marketers Drive Global Transformation as AI Pioneers
- India’s Big Screen Leap: CTV’s Growth Sparks Hyper-Personalisation and Programmatic Advertising
- Integrated Measurement Frameworks: Data Privacy, Fragmentation and AI drive the change
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