Mobile advertising market spend which is pegged at Rs 180 crore today, is expected to increase by 40 per cent to reach around Rs 250 crore in the next 12 months, a report released by Mobile Marketing Association (MMA) of India said.
Display, search and SMS are the key drivers contributing to mobile advertising spend in India, and will help drive the growth of the medium, it said.
According to the report, industry leaders including brands and agencies indicate that mobile advertising is 10 per cent of the overall digital advertising spends in India. It said that there are more than 12 crore mobile internet users in India.
Growth of ad spends and the constant evolution of mobile will make it a stand-alone medium that will act as a connecting tissue for traditional media, Rohit Dadwal, Managing Director, MMA, Asia Pacific, said.
“We are already seeing digital spends exceeding traditional in markets such as Australia. This is a sign of how the market will evolve,” he said.
The report further added that for many large advertisers, digital advertising is still 10-25 per cent of their overall ad budgets in India.