India’s digital advertising industry is set to grow by 17% in 2025, reaching ₹52,992 crore, according to the Pitch Madison Advertising Report (PMAR) 2025. Digital ad spending accounted for 42% of India’s total advertising market in 2024, up from 40% in 2023, and is expected to rise to 44% in 2025.
Video advertising remains the largest segment, contributing 27% of total digital ad spend. It grew by 10% in 2024 to ₹12,209 crore. Social media advertising saw the highest growth, expanding by 21% to ₹10,506 crore and accounting for 23% of digital ad expenditure. E-commerce and search advertising contributed 18% each, with growth rates of 17% and 15%, respectively.
Connected TV (CTV) advertising emerged as a significant trend in 2024, growing by nearly 35% to ₹1,500 crore. With an estimated 50-60 million CTV households in India by 2025, ad revenue from this segment is expected to reach ₹2,300-2,500 crore.
The report highlights a shift in digital advertising strategies, with brands focusing on structured digital investments rather than broad experimentation. Newer brands are prioritizing brand-building initiatives through influencer marketing instead of relying solely on celebrity endorsements.
While digital advertising in India continues to grow, the report notes that the era of exceptionally high growth rates has slowed. Despite this, India’s digital ad market, which is projected to capture 44% of total ad spend in 2025, still has significant growth potential when compared to the global average of 77%.
