India is one of the largest markets in the world for digital advertising, and it is only expected to grow in the coming years. One of the biggest things that is causing this growth is the fact that the once-poor rural areas are starting to see some significant improvements in their living situation. While many still live in very conditions, their economy is expanding quickly to start providing them with disposable income.
According to some reports, India is expecting to see a growth of 1.5 to 2.5 times from their rural markets. Given the sheer numbers of people this involves, it is creating a lot of opportunity for businesses.
According to a report from GroupM, which is pushing additional growth in the region, this is creating a lot of opportunities for performance marketers. Performance marketing is quite popular in India, and having it expand out into the more rural areas means there is a lot of opportunity.
For the region as a whole, Lakshmi Narasimhan, the Chief Growth Officer of GroupM South Asia, said, “Looking at the advertising industry worldwide, GroupM estimates the global advertising expenditure to grow by 4.3%, and APCA is anticipated to grow at 5.4%. Adding to the positive statement of the Indian advertising economy.” He went on to state, “India remains one of the fastest growth ad markets globally, and is among the top five countries that are expected to drive incremental investment in 2018. Our growth percentage is three times that of the global adex and more than double of the APAC growth percentage.”
Overall, this is positive news for marketers globally, and specifically in India. For performance marketers looking for new opportunities, they may be able to find some very profitable options popping up in this region over the course of 2018.