Ajit Varghese, Partner & Group CEO, Madison on why growth lies beyond traditional TV, inside large screen systems and digital-first ecosystems
Industry Trend
Digital Transformation in Advertising
The advertising landscape is undergoing a significant transformation as digital platforms increasingly overshadow traditional media. Insights from industry leaders highlight the challenges and opportunities within this evolving market.
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6 articles in this topic
Shift from Traditional to Digital Advertising
‘Is traditional TV a magnet for growth— the honest answer is: no, not by itself’
Key Insights (AI Generated)
5 Insights
Shift from Traditional to Digital Advertising
There is a clear trend of advertisers moving their budgets from traditional TV to digital platforms, indicating a fundamental shift in consumer engagement.
Strong Advertising Momentum in India
Despite disruptions in various categories, India's advertising market continues to show robust growth, driven by digital innovation.
Allocation Phase in Advertising
India's advertising sector has transitioned from an expansion phase to an allocation phase, focusing on optimizing existing resources rather than seeking new growth.
Challenges for Traditional TV
Traditional TV is struggling to attract growth, as advertisers seek more effective channels for reaching their audiences.
Digital Ad Expenditure Surpassing Traditional
Digital advertising expenditure is eclipsing that of traditional media, reflecting changing consumer behaviors and preferences.
Frequently Asked Questions
5 Q&A
The shift is primarily driven by changing consumer behaviors, increased digital engagement, and the effectiveness of targeted advertising.
India's advertising landscape is evolving with a strong focus on digital platforms, despite facing category disruptions.
The allocation phase refers to a strategic focus on optimizing existing advertising resources rather than expanding into new markets.
While traditional TV remains a part of the advertising mix, its relevance is declining as digital platforms gain prominence.
This shift indicates a fundamental change in how brands connect with consumers, prioritizing digital channels for better engagement and ROI.
Latest Articles in This Topic
6 Articles
‘Is traditional TV a magnet for growth— the honest answer is: no, not by itself’
Digital Eclipsing Traditional AdEx
AdEx grows 12% to ₹155k cr in 2025 with digital at 60% share; PMAR 2026 reveals what shaped marketer choices last year and what lies ahead
India's advertising momentum remains strong despite category disruptions: Priti Murthy
Murthy noted that television will remain relevant as long as it positions itself as a complementary force within the wider media ecosystem
India's advertising momentum remains strong despite category disruptions: Priti Murthy
Murthy noted that television will remain relevant as long as it positions itself as a complementary force within the wider media ecosystem
‘India has moved from an expansion phase to an allocation phase’
Sam Balsara, Chairman, Madison World, tells Neeta Nair how PMAR 2026 captures India’s digital momentum and AdEx reset
Digital Eclipsing Traditional AdEx
AdEx grows 12% to ₹155k cr in 2025 with digital at 60% share; PMAR 2026 reveals what shaped marketer choices last year and what lies ahead
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AI-assisted summary, reviewed by our newsroom
The advertising landscape is undergoing a significant transformation as digital platforms increasingly overshadow traditional media. Insights from industry leaders highlight the challenges and opportunities within this evolving market.
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