We are optimistic about the future and estimate 11% growth for 2025 in AdEx, said Lara Balsara Vajifdar, Executive Director, Madison World, at the launch of Pitch Madison Advertising Report 2025 on Wednesday.
“We are in an era of moderate growth, growing by just 9% in 2024, but we are optimistic about the future especially with the recent Union Budget’s boost of Rs 80,000-Rs 1 lakh crore for consumption and we estimate 11% growth for 2025 in AdEx,” she said while delivering the vote of thanks.
Vajifdar echoed Ernst & Young’s Ashish Pherwani, affirming that India is on the right track to achieving this growth. However, she also cautioned about potential risks, including low unemployment rates, reduced government spending, and the looming threat of global conflicts.
Speaking about television, she mentioned, “Our chief guest Tata Play’s Harit Nagpal is quite confident about the TV medium since the main consuming middle-class is centred firmly on TV and he does believe that free content on digital is not sustainable.”
“The ‘free TV vs paid TV’ session concluded that content and production are important and the consumer will always go where the content is good. There’s enough and more room for everyone to grow so definitely it's not one versus the other,” she mentioned. Next, she highlighted that with 90 million CTV users in India, the medium is definitely here to stay as the world has moved from a precision to a predictive era to serve ads in real time.
CTV provides a more efficient and measurable approach to media planning, with viewability at its core. True impact is achieved when publishers' platforms and advertisers align seamlessly, she said.
Further touching upon AI, Vajifdar underlined that the two sessions on AI drove the point that we can’t afford to be afraid of AI and need to experiment and use it ourselves a lot more. At the same time, principles of marketing will not change just because of AI.
AI will help improve efficiency of media plans, especially in digital, she said.
"You can start with outcomes, targeting multiple TGs and optimising different elements simultaneously because scale does become easier with AI as the cost of production will go down and pricing will get more dynamic. In the end, AI is all about scale and speed.”
Along with thanking the speakers and delegates for joining in, Vajifdar concluded, “The key to unlocking the power of AI is in giving the right prompt.”
To download the full Pitch Madison Advertising Report 2025, click here:
https://e4mevents.com/pitch-madison-advertising-report-2025/download-report#downloadReport
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