Advertising spends in India are expected to grow 15.5% year on year to Rs 57,485 crore in 2016, according to estimates from media buying agency GroupM. Of this, Digital Advertising spends will account for Rs 12.7% of total spends at around Rs 7,300 crore. Digital is the third highest category of advertising spends, albeit lagging far behind TV (Rs 27,074 crore, 47.1% of total) and Newspapers (Rs 17,099 crore, 29.9% of total). Of all the segments, magazines are expected to decline for a third consecutive year, down by 14.8% year on year, and to around 1% of total advertising spends. This estimate of growth comes in the face of concerns over the state of the global economy, and a possibility of a slowdown in investment in India's startup ecosystem: startups spent heavily on advertising last year. CVL Srinivas, CEO, GroupM South Asia said in a note that "India is the fastest growing ad market among all the major markets of the world. 2015 was the best year for ad spend growth we’ve had in the last five years." Expectations: - FMCG (28% of spends), Auto and Ecommerce to contribute to growth in advertising in 2015 - "In 2016 Ecommerce ad spends are expected to be high on the back of increasing competition, market expansion and newer players entering the space. Many leading traditional retailers will be expanding their Ecommerce presence in 2016 even as consolidation continues in the sector." - Telecom, BFSI and the Government sector will also ramp up…
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