Mobile ad spend to increase 38% in India

Anne Freer | August 27, 2020

Mobile Advertising

Mobile ad spending is predicted to rise 38% in India over the next year. That’s according to the latest New Normal – India and Southeast Asia: 2020 Report by InMobi.

However, the coronavirus pandemic has led to a major shift in how marketers are looking to spend their budgets with 60% planning to focus on performance-based campaigns with ROI linkage.

Over two-thirds of marketers are looking to bolster their digital ad budgets as consumer behaviours have shifted.

Digital ad spending is estimated to rise 33% over the next 12 months.

In-app advertising has gotten a major confidence vote with 87% of marketers looking to increase spending by up to 40% in the area.

And spending on in-app ads is predicted to double in the near future.

The shift to outcome-based advertising is evident in the majority of marketers (60%) spending less than 40% of budgets on brand initiatives.

But 12% said they would spend up to 100% of budgets on performance campaigns.

It’s evident that the digital transformation is still in the early stages as 40% of marketers admit that they aren’t as well prepared for the world post-COVID as they’d like to be.

Omni-channel approaches are viewed as a powerful tool to address customers in real-time.

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