By: M4G Bureau
Last updated : February 14, 2018 10:35 am
OOH adex is expected to increase from an estimated Rs 2,842 in 2017 to Rs 3,389 in 2018, which will be a healthy 15% growth YoY
The report suggests that India is among the few large markets where all traditional media platforms will grow. Television advertising is expected to grow 13%. Meanwhile, print will witness a modest growth of 4% with increase in ad spends from political parties in the second half of the year owing to 2019 general elections.
The growth will be powered by digital which will contribute 18% to the overall adex.
Cinema, outdoor and radio put together is under 10% of the overall ad spends.
“It will take a while before India starts mimicking the more developed markets where most of the spends have moved to digital,” said C.V.L. Srinivas, country manager, WPP India and chief executive, GroupM South Asia.
OOH adex is expected to increase from an estimated Rs 2,842 in 2017 to Rs 3,389 in 2018, which will be a healthy 15% growth YoY.