Online advertising in India
Fast growth from a low base
The internet advertising industry remains young in India and behaves in a similar way to the Western European internet advertising industry 5-8 years earlier. The sector is dominated by financial services, IT/mobile and recruitment, with consumer package goods and motoring accounting for only small shares of the national online advertising market. However Indian consumers have experienced web advertising from the start of their use of the web so there is greater acceptance than in some of the Western European markets at a similar stage in their growth. The market is nationally driven with extra campaigns coming from global brands, but most of the budget confined to national businesses. However, negative perceptions about advertising remain and on the whole national media have been sluggish to provide online services comparable in quality to those in the UK and USA.
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