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The Indian advertising industry is experiencing significant growth, with digital and Out-of-Home (OOH) advertising leading the charge. According to the dentsu e4m Digital Report 2025, the industry grew by 6.3% in the previous year, reaching a market size of Rs 1,01,084 crore by the end of 2024. This growth was primarily driven by the general and assembly elections, which triggered a substantial surge in ad spending.
Looking ahead, the Indian advertising landscape is poised for further growth, with major sporting events such as IPL 2025, the ICC Champions Trophy, and the Asia Cup 2025 expected to be key growth drivers. The industry is projected to grow at 6.5%, reaching a market size of Rs 1,07,664 crore in 2025, with growth accelerating to 7.2% in 2026, driving the market size to Rs 1,15,460 crore.
Digital media has emerged as the largest contributor to advertising spends, accounting for 49% (Rs 49,251 crore) of the Indian advertising industry. This shift underscores the growing dominance of digital platforms in shaping advertising strategies and capturing audience engagement. Television follows closely, contributing 28% (Rs 28,062 crore), while print media holds a 17% share (Rs 17,529 crore).
According to the report, “Digital and OOH are the only media segments with a positive growth outlook until 2026, reflecting the Indian advertising industry’s shift toward platforms offering greater engagement and flexibility. In contrast, traditional media—Television, Print, Radio, and Cinema—are projected to witness a decline over the same period.”
The OOH advertising segment has embraced new formats, such as digital displays, airport billboards, and Digital OOH (DOOH). OOH ad spend reached Rs 3,800 crore in 2023, reflecting aggressive adoption by advertisers. Looking ahead, OOH is projected to grow at a CAGR of 10% through 2026, driven by various factors including the 2024 general and assembly elections, which sparked a surge in political advertisements.
DOOH remains a critical growth driver, with its vibrant, high-impact displays gaining popularity across markets. Destination DOOH and digital on-road displays are increasingly being integrated into media plans, highlighting the growing share of digital formats in OOH strategies. Infrastructure development continues to unlock opportunities for transit and metro media, while the refurbishment and expansion of airports in key markets contribute to inventory growth.
To read the complete report, click here.
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