Social media to drive digital advertising growth in 2021: Dentsu

Advertising on social media platforms is expected to drive the growth of the country’s digital advertising industry. The segment is expected to grow at 20% to reach a market size of ₹18,938 crore by 2021, said a report by Dentsu India.

With India expected to have over 760 million smartphone users in 2021, social media platforms will be an immediate beneficiary of the increased data adoption.

As more users log onto Instagram, Facebook, Twitter, YouTube and Google, brands will find ways to target them through various formats of digital ads. This could include photos, videos, promoted posts and short format unskippable video ads that appear on digital video content.