The Advertising Business in India
The Future of Advertising
How AI, retail media, privacy rules and changing viewing habits are reshaping advertising, and a recap of the module.
Advertising is changing rapidly.
Trends
- Digital dominance: search, social and video.
- Retail media: ads on Amazon, Flipkart, Swiggy and quick commerce apps, near the point of purchase.
- Connected TV: ads on smart TVs and streaming.
- AI: generating ads and targeting audiences.
- Influencers and short videos.
- Regional language content.
Privacy
India’s Digital Personal Data Protection Act, 2023 requires consent for personal data use, affecting targeted ads.
Challenges
- Ad fraud: fake clicks and views.
- Measurement across platforms.
- Trust in misleading content.
Module recap
- India’s ad market exceeds 1 lakh crore rupees; digital leads.
- Agencies create ads and buy media.
- BARC ratings set TV ad prices.
- The 2020 TRP scam exposed measurement flaws.
- Cricket commands the highest ad rates.
- Ads subsidise newspapers.
- Celebrities endorse widely but face rules.
- Outdoor ads need safety oversight.
- Surrogate ads skirt bans.
- ASCI and CCPA police misleading ads.
- Measuring ad effects is hard.
The quick commerce ad
A snack brand pays a quick commerce app to feature its chips at the top of search results, reaching buyers seconds before they order.
Thinking advertising is only TV commercials
Digital, retail media and influencers now lead.
Key takeaways
- Retail media, connected TV and AI are growing.
- Privacy rules affect targeting.
- Ad fraud and measurement remain challenges.
- Advertising keeps evolving with media habits.
No recording for this one yet - EconReader can read it aloud for you.