Video Advertising Growth Surpasses Display Ads for First Time in India
Recently, video advertising growth in India has overtaken display ads for the first time, marking a major shift in the country’s digital advertising landscape. According to recent reports, rising smartphone usage, affordable data plans, and the rapid adoption of short-form video content are driving advertisers to prioritise video-led formats.
Key Developments
Video advertising has emerged as the fastest-growing digital ad format in India, overtaking traditional display banners in overall growth momentum. Advertisers are increasingly reallocating budgets toward video formats that deliver stronger engagement and recall.
Industry data indicates that online video now accounts for a significant share of total digital ad expenditure, closely following social media advertising. Display banners, by contrast, continue to lose relative share as marketers favour immersive formats.
Short-form video content has played a decisive role in this shift. Platforms offering quick, mobile-optimised video experiences have seen sustained growth in both user consumption and advertiser demand.
Affordable smartphones and widespread high-speed connectivity have further accelerated video consumption across urban and rural India, expanding the reach of video ads beyond metro markets.
Industry and Expert Context
The rise of video advertising growth in India reflects broader changes in consumer media behaviour. Industry research firms such as Ipsos, EY, Pitch Madison, and Grand View Research have all highlighted digital advertising as a growing share of overall ad spends.
Reports estimate that digital advertising now contributes over two-fifths of total advertising expenditure in India, surpassing traditional television. Within digital, video and social media formats continue to dominate growth.
However, variations in market size estimates across reports underscore the complexity of measurement. Differences in definitions of digital advertising, reporting periods, and methodologies contribute to divergent figures.
Despite these variations, analysts broadly agree on one trend: video advertising is outpacing display formats due to higher engagement, better storytelling capabilities, and stronger alignment with mobile-first consumption.
Why This Matters
For advertisers, the shift toward video advertising growth in India signals a need to rethink creative and media strategies. Static display ads are increasingly less effective in capturing attention compared to dynamic, narrative-driven video formats.
For brands, video enables deeper emotional connection with consumers. Short-form videos, in particular, allow brands to communicate messages quickly while maintaining high engagement levels.
For the industry, this transition reflects a structural change rather than a temporary trend. Agencies, publishers, and platforms are adapting their offerings to support video-first campaigns and performance measurement.
As video becomes central to digital media planning, display advertising is likely to play a more supporting or retargeting role rather than leading brand communication.
What Happens Next
Looking ahead, video advertising growth in India is expected to continue as platforms invest further in video innovation and measurement capabilities. Advertisers are likely to experiment more with interactive, shoppable, and performance-oriented video formats.
OTT platforms, social video feeds, and mobile-first ecosystems are expected to attract increased ad spend as competition for consumer attention intensifies.
At the same time, brands will need to balance reach with efficiency, ensuring video investments are aligned with clear business outcomes rather than views alone.
Final Takeaway
Video advertising growth in India surpassing display ads marks a defining moment for the digital advertising market. As mobile consumption deepens and video becomes the preferred medium for engagement, advertisers are recalibrating strategies around formats that deliver impact at scale.
Digilogy tracks these industry developments closely, analysing how shifts in video consumption, media spending, and platform innovation are reshaping digital marketing strategies across India.
