According to Deloitte TMT ( Telecom, Media and Technology ) report, 2016, mobile advertising in India is expected to grace from 2.4 per cent of the overall media expenditure at present to 15-20 per cent by 2020. The growing penetration of smart phones and mobile internet and m-commerce will give a big push to mobile advertising.

The digital population in India has increased from 10 million users to 100 million in a decade but then it has reached to 200 million in just three years. India will have 651 million smart phone users by 2019. In 2011, India’s mobile advertising was $ 25 million. In 2015, mobile advertising is $ 70-80 million. Its annual growth rate is 60-70 per cent. It is the fastest growing segment.

It started with SMS and telemarketing calls. It has now grown into sophisticated in-app ads, mobile web, mobile search and social media. Marshmallon in the latest Android version delivers customised ads on the locked screen of a smart phone. Mobile applications has led to innovations in mobile ads beyond  banner ads. Mobile web and mobile apps work the same way, but the apps are more intuitive, and hence do better targeting. Users spend more time on apps than on the mobile web. India ranks third in downloading apps from GooglePlay. The app budgets of brands are increasing. Many new formats are being  tried, leading to experimentation.

The highest contributor to mobile advertising is going to be in-app ads. Next to it comes mobile videos and mobile ads. Video advertising has been increasing as there is consumption of short format videos on mobiles.

India’s internet access through mobiles is 60 per cent ( IAMAI report.)