DOI: https://doie.org/10.10399/Ner.2025290517
Dr. Nitu Maurya
Keywords:Advertising expenditure, traditional media, digital media, AdEx growth, digital transformation, advertising trends.
The Indian advertising industry has experienced a significant upheaval in the last decade, propelled by technology innovations, evolving consumer preferences, and the rising prominence of digital media. This study examines advertising expenditure (AdEx) trends from 2011 to 2023, emphasising the progressive decrease of traditional media and the swift growth of digital platforms. The COVID-19 pandemic expedited this transition, strengthening the resilience and agility of digital advertising. The research analyses significant growth patterns, changes in medium composition, and upcoming trends including video advertising, programmatic marketing, and influencer-driven campaigns. Study indicates that digital advertising, comprising 40% of total AdEx, has emerged as the principal catalyst for development, whereas conventional media experiences stagnation. Despite its growth, digital advertising encounters obstacles such as data privacy issues, advertising fraud, and market saturation. The study highlights the necessity for cohesive advertising strategies that harmonise traditional and digital methods, while prioritising innovation, regulatory frameworks, and the advancement of digital infrastructure. Policymakers must tackle digital literacy, consumer privacy, and standardisation to establish a sustainable and inclusive advertising environment. This report offers strategic insights for marketers and policymakers, emphasising the future direction of India's developing advertising sector.