Market Insights Advertising & Media Advertising

Search Advertising - India

India

Ad spending in the Search Advertising market in India is forecasted to reach €1.81bn in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 12.07%, leading to a projected market volume of €3.20bn by 2029.
When compared globally, the United States is expected to generate the highest ad spending (€127.10bn in 2024).
Within the Search Advertising market in India, 92% of total ad spending is estimated to come from mobile sources by 2029.
The average ad spending per internet user in the Search Advertising market in India is projected to be €1.91 in 2024.
India's search advertising market is experiencing rapid growth, fueled by increasing internet penetration and the shift towards digital marketing strategies in the country.

Key regions: Australia, Japan, United States, Europe, Asia

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Analyst Opinion

The Search Advertising market in India is experiencing significant growth and development.

Customer preferences: Indian consumers are increasingly relying on the internet to search for products and services. This trend is driven by the growing internet penetration in the country, with more people gaining access to smartphones and affordable data plans. As a result, there is a higher demand for search advertising as businesses seek to reach these online consumers.

Trends in the market: One of the key trends in the Search Advertising market in India is the rise of mobile advertising. With the increasing adoption of smartphones, more people are accessing the internet on their mobile devices. This has created a lucrative opportunity for advertisers to target mobile users with search ads. As a result, there has been a shift towards mobile-first advertising strategies in India. Another trend in the market is the growing importance of local search advertising. Indian consumers often search for products and services that are available in their local area. This has led to an increased focus on location-based targeting in search advertising campaigns. Advertisers are using geolocation data to deliver targeted ads to consumers based on their location, increasing the relevance and effectiveness of their campaigns.

Local special circumstances: India has a diverse and multilingual population, with people speaking various languages across different regions. This presents a unique challenge for search advertisers, as they need to create ads that are relevant and appealing to consumers in different linguistic and cultural contexts. Advertisers in India need to invest in localization strategies to ensure that their ads resonate with the local audience.

Underlying macroeconomic factors: The Indian economy has been growing steadily in recent years, and this has had a positive impact on the Search Advertising market. As the economy expands, businesses are looking for ways to reach a larger customer base and increase their market share. Search advertising offers a cost-effective and targeted solution for businesses to promote their products and services to a wide audience. The growth of the e-commerce sector in India has also contributed to the demand for search advertising, as online retailers compete for visibility and customers in a crowded market. In conclusion, the Search Advertising market in India is experiencing growth and development due to the increasing internet penetration, rise of mobile advertising, focus on local search advertising, and the underlying macroeconomic factors. Advertisers in India need to adapt to the preferences of the local consumers and invest in localization strategies to effectively reach their target audience. With the continued growth of the Indian economy and the increasing importance of the internet in consumers' lives, the Search Advertising market in India is expected to continue to thrive in the coming years.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.