Indian digital budgets shift to mobile programmatic

Rob Clapp

An overview of programmatic advertising by format and mobile budget in India currently and in the next 12 months.

Mobile programmatic advertising is growing in popularity in India, according to the latest research from InMobi. In an analysis of 138 brands, agencies and demand-side platforms, 40% are expected to spend over half of their digital budget on mobile programmatic campaigns in the next 12 months. This is up from just 13% currently.

Indeed, only 1% of those surveyed said they expect to spend nothing on mobile programmatic in the coming year, down from 14% currently.

In the next 12 months, most programmatic spend will be on video and display/banner formats. Overall, 59% of respondents said they preferred...

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