Data tracker: The digital dividend

Digital advertising has grown the fastest in 2015 although India lags significantly behind global economies such as the US, China, Japan, Germany and the UK - the top five spenders on digital advertising, according to the 2016 KPMG-Ficci report on the media and entertainment sector

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• Digital advertising grew 38.2 per cent to touch Rs 6,010 crore in 2015, expected to cross Rs 25,500 crore by 2020
   
• India accounts for only 0.6 per cent of global digital spends, which indicates a significant headroom for growth
   
• From 12.6 per cent of the total ad pie in 2015, digital is expected to account for 26 per cent of the total in 2020
   
• Mobile advertising is estimated at Rs 900 crore for 2015; growth is driven by better monetisation strategies from publishers, growing smart phone penetration and increased consumption of content on phones
   
• Mobile data traffic grew 50 per cent in 2015, driven by 85 per cent surge in 3G data traffic
   
• Advertising spend on mobile is expected to clock a compounded annual growth of 62.5 per cent to reach Rs 10,210 crore in 2020
   
• Key drivers of growth in ad spends online are search and display and video, the latter is expected to grow at a fast clip till 2020 driven by the launch of new platforms
   
• Classifieds are an important category and growth in the coming year will be driven by competition between horizontal and vertical focused players such as Naukri, Shaadi, OLX and Quikr
   
• The number of wireless internet users to cross 790 million by 2020, with more than 60 per cent accessing the Internet through their mobile phones. This will further act as a trigger for digital ad spends