India’s advertising industry grew by 6.3 per cent in 2024 despite macroeconomic headwinds; and, within that, digital advertising surged by a whopping 21.1 per cent, says the 9th edition of Dentsu India’s digital advertising report. Themed ‘Looking Through the Kaleidoscope’, the ‘dentsu Digital Advertising Report 2025’ looks at the forces shaping India’s digital-first revolution. It says the three critical forces reshaping the advertising landscape are:

Retail media’s meteoric rise: E-commerce is no longer just transactional; it’s a full-funnel marketing ecosystem.

The hybrid marketing revolution: The traditional online-offline divide is vanishing. Integrated, omnichannel strategies are redefining consumer interactions, blending digital precision with physical-world impact.

AI-driven personalisation at scale: Brands that master AI-powered, real-time consumer engagement will dominate the next era of advertising.

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Published on February 9, 2025