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Digital Ad Spend in India Expected to Reach $21 Billion by 2028

India’s ad market rewards brands that blend creator-led reach, affiliate marketing, and SMB-focused spending for stronger growth.

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In Short

India’s digital ad spend is expected to reach $21 billion by 2028, according to Chitrangana eCommerce Consultants. The report places that growth at a compound annual rate of 19% to 21%, rising from about $6.5 billion in 2023 and more than tripling from 2022 levels. It includes enterprise spending, SMB spending, influencer marketing, affiliate marketing, and gaming. The mix is shifting toward performance marketing, video and OTT, social commerce, and programmatic display, while mobile already accounts for more than 75% of impressions. User-generated content is expected to matter more as 2.5 million to 3 million creators drive $2.8 billion to $3.5 billion in marketing spending by 2028.

📚 Archival Research — Originally Published 2022

Digital ad spend in India is expected to increase significantly over the next five years, reaching $21 billion by 2028, according to a report by Chitrangana eCommerce Consultants. Statista estimated global digital ad spending at $667 billion in 2024, which puts India’s projected growth in a wider market context.

  • This represents a compound annual growth rate of 19 to 21%.
  • The report takes into account various forms of digital advertising, including enterprise spends, small and medium-sized business (SMB) spends, influencer marketing, affiliate marketing, and gaming.
  • User-generated content is expected to play a significant role in this growth, with around 2.5 to 3 million creators driving marketing spending of $2.8 to $3.5 billion by 2028.
  • Live commerce in India, led by influencers, is projected to reach $8 billion by 2030.
  • Small and midsize businesses are expected to make up around 40% of total digital ad expenditure by 2028, thanks to the democratized access provided by digital platforms.
  • In the short term, economic headwinds such as rising interest rates and energy crises may lead to slower growth in the ad market, with an estimated growth rate of 6 to 8% in the next financial year. However, the report predicts that macroeconomic engines will pick up momentum again by the following financial year.

India’s Digital Advertising Market: A $21 Billion Opportunity by 2028

India’s digital advertising ecosystem is undergoing a profound transformation. Smartphone adoption, UPI payments, and a young, digitally active population are widening the market fast. IAMAI and GroupM’s Indian Internet Economy work has shown how quickly digital behavior is moving into daily commerce, while IAB India has documented the steady rise of performance and video budgets. The projected $21 billion digital ad spend by 2028 represents a more than threefold increase from 2022 levels — and for eCommerce brands, this expanding pie presents both opportunity and pressure.

Where the Digital Ad Spend is Going

  • Performance marketing (40–45%): Google Search, Google Shopping, and Meta performance campaigns continue to dominate eCommerce ad budgets due to direct attribution
  • Video and OTT (25–30%): Connected TV and short video (Reels, YouTube Shorts) are the fastest-growing digital ad channels in India, particularly reaching Tier 2/3 audiences
  • Social commerce (15–20%): Instagram, Facebook, and emerging platforms like Meesho’s social layer are increasingly important for discovery-driven categories
  • Programmatic display (10–15%): Data-driven programmatic buying is gaining share as Indian publishers improve their targeting capabilities

What This Means for eCommerce Businesses

For Indian eCommerce businesses, the growth in digital ad spend cuts both ways. More investment means more competition and higher CPCs and CPMs, so advertising efficiency becomes a structural advantage. At the same time, retail media networks such as Amazon Ads and Flipkart Ads are opening new paths for brands that can design clean measurement, sharper segmentation, and disciplined budget allocation.

Building Advertising Efficiency in a Growing Market

As ad costs rise, eCommerce brands must shift from pure acquisition dependence to building brand equity that lowers the cost of each new customer over time. That means investing in content marketing and SEO for organic traffic, building email and WhatsApp lists for owned-channel reach, and creating a genuine community around the brand.

Key Statistics: India Digital Advertising 2024–2028

  • India’s digital ad market reached approximately $6.5 billion in 2023
  • Mobile accounts for over 75% of digital ad impressions in India
  • Video ads deliver 3x higher engagement rates than static display in India
  • Tier 2 and Tier 3 cities now account for 55% of new digital ad audiences
  • Influencer marketing in India is growing at 25% CAGR, projected to reach $340 million by 2026

McKinsey has noted that creators now shape discovery and purchase decisions across categories: “Creators are the new media channel”. That matters in India, where user-generated content, affiliate commerce, and live commerce are converging into one demand engine.

Need a digital advertising strategy that delivers measurable ROI? Talk to Chitrangana about building efficient, scalable digital marketing for your eCommerce business.

Related Insights

Frequently asked

Why does the report treat SMB spend as a major part of future growth?
Small and midsize businesses are expected to make up around 40% of total digital ad expenditure by 2028. The report ties that shift to democratized access through digital platforms, which lowers the barrier to entry for smaller sellers. That matters because growth will not come only from large enterprise budgets; it will also come from many smaller budgets entering the market at scale.
How does performance marketing differ from video and OTT in this market?
Performance marketing is the largest budget pool, at 40% to 45%, because it offers direct attribution through channels such as Google Search, Google Shopping, and Meta performance campaigns. Video and OTT, at 25% to 30%, are growing fast because connected TV and short video formats reach Tier 2 and Tier 3 audiences. The difference is not only format; it is the way each channel is used in the buying process.
When does the 2028 forecast not tell the full story?
The 2028 figure does not capture the short-term slowdown the report expects in the next financial year. Economic pressure from rising interest rates and energy crises may hold growth to 6% to 8% before momentum returns later. The long-range forecast is strong, but the path to it is not linear.
What does the shift to video and OTT mean for audience reach?
Video and OTT are projected to account for 25% to 30% of spend, and the report identifies them as the fastest-growing channels. Connected TV and short video formats such as Reels and YouTube Shorts are particularly effective in reaching Tier 2 and Tier 3 audiences. That changes media planning because reach is moving beyond only search and static display.
Why is mobile such a dominant signal in the report?
Mobile accounts for more than 75% of digital ad impressions in India, which makes mobile placement central to any media mix. That does not mean every format performs the same way on mobile, but it does mean the market has already moved to a mobile-first attention pattern. Budget design has to follow that reality.
How do creators change the economics of digital advertising?
The report expects 2.5 million to 3 million creators to drive $2.8 billion to $3.5 billion in marketing spending by 2028. That makes user-generated content more than a creative layer; it becomes a spending channel with scale. The economic effect is broader reach, more content output, and more influence over purchase decisions.
What is the role of live commerce in the forecast?
Live commerce in India, led by influencers, is projected to reach $8 billion by 2030. The report treats it as a separate growth path from standard digital ads because it combines content, discovery, and transaction in one flow. That makes it relevant where shopping behavior is shaped in real time.
Why do rising CPCs and CPMs matter to eCommerce operators?
Higher competition in digital advertising tends to raise CPCs and CPMs, which increases the cost of acquisition. For eCommerce businesses, that makes efficiency a strategic variable rather than a media buying detail. Brands that rely only on paid acquisition become more exposed as the market matures.
What does the report imply about retail media networks?
Retail media networks such as Amazon Ads and Flipkart Ads are part of the opportunity set created by market growth and better targeting tools. They matter because they sit closer to purchase intent than many open-web placements. For brands, that changes channel design from broad reach to commerce-linked demand capture.
How should brands think about content marketing versus paid media?
The report argues for less dependency on paid acquisition and more brand equity. Content marketing, SEO, email lists, and WhatsApp lists create owned-channel reach, which lowers the marginal cost of each new customer over time. Paid media still matters, but it cannot carry the full growth plan on its own.
What does the Tier 2 and Tier 3 audience shift change in media planning?
Tier 2 and Tier 3 cities now account for 55% of new digital ad audiences, which means growth is coming from outside the most saturated urban centers. Media plans that only optimize for metro audiences miss where incremental users are appearing. Format choice, language, and placement all become more important under that shift.
Why does the report emphasize user-generated content instead of only brand content?
User-generated content is expected to drive a large share of marketing spending because it scales through creators rather than only through brand production. The report places this at $2.8 billion to $3.5 billion by 2028, which signals a structural change in how content is financed and distributed. It is not a style preference; it is a budget pattern.
What is the main risk in treating the $21 billion figure as a simple upside story?
The risk is assuming growth alone will improve results. The report also shows rising competition, higher ad costs, and a need for better targeting and owned channels. In other words, a bigger market does not reward weak structure; it exposes it.

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