Digital Marketing Report India Q4 2018

2019 is the year of marketing technologies and automation. While the Indian advertising industry observes a steady spend growth, digital ad spend is expected to grow at 3x the rate of the industry average. Merkle Sokrati handles approximately 12% of all Google and 8% of Facebook ad spend in India annually. As one of the leading digital marketing agencies in India, we recognized the need to share with the wider digital community the trends we see in the Indian digital ad landscape, down to a granular level. These trends, when studied across different industries, help marketers not only to understand the different metrics for each vertical but also to align digital spend across the best performing channel, be it search or social.

Key Highlights from this report:

• The service industry has embraced digital for scaling businesses, which is explained by an increase in the overall share of spends by 50%.
• Advertisers are capitalizing on the increasing scale of addressable media opportunities and the industry-wide desire for better accountability of media reach and performance.
• App-based companies have seized the opportunity of building better consumer experiences with Programmatic Media as a powerful enabler. Programmatic as a channel has grown in ad spends by 620% overall.
• YouTube inventories have been leveraged with Google Ads, enabling advertisers to enhance their performance marketing through new ad formats within YouTube advertising platform