Digital advertising has reached about 10% of the total advertising market in India, according to numbers from the annual FICCI KPMG media and entertainment industry report.
Digital advertising, including mobile advertising and online advertising, was the fastest growing segment in 2013 at 39%, followed by radio, which grew by 15%. Among the laggards were TV and Print, which grew by 8.9% and 8.7% respectively.
The slowest growing category was out of home (banners, installations and billboards), which grew just 6%.
In terms of market size, print continued to be the biggest segment, comprising about 16,260 crore out of the total 36,300 crore Indian advertising market, or about 45%. Print was followed by TV, which accounted for 13,590 crore. The third biggest was digital advertising, which was 3,001 crore rupees.
Digital is expected to grow by about 37% in 2014 and comprise more than 10% of the total advertising market in India, according to the KPMG FICCI media and entertainment report for 2014.
KPMG said the growth of TV advertising would have been lower if not for the IPL, elections and strong spending by FMCG companies.
Growth was led by Hindi entertainment, while advertisements in English language news segment remained flat in 2013.
Similarly, the growth of print advertisement revenue in India was led by Hindi newspapers, with English print reporting 5.2% growth.