Digital platforms accounted for 63% of total e-commerce advertising spend in 2024, even as overall ad investments in the sector declined, according to a new report by ad-tech agency Excellent Publicity.
The report, compiled using campaign data and insights from TAM Media Research, highlights a sharp pivot toward digital advertising amid tightening budgets across the board. While digital spend itself dropped by 37% compared to the previous year, the cut was far less severe than in traditional formats like television, radio, and print.
Amazon Online India emerged as the dominant advertiser across media, securing a 23% share of digital ad spend, followed by Karma Shopping with 17%. Over 10,000 brands advertised exclusively on digital platforms last year, with Facebook and X (formerly Twitter) attracting 39% and 26% of digital budgets, respectively. Display ads remained the most widely used format, making up nearly three-quarters of all digital campaigns, while video ads accounted for 26%.
Digital’s consistent performance across weekdays and seasons — unlike the heavily calendar-dependent nature of traditional media — further reinforced its position as the preferred choice for marketers.
Print advertising faced a 52% year-on-year drop in ad spend. Despite the downturn, Amazon continued to invest in print, contributing 25% of the platform’s total ad budget. The North Zone was the most active region, accounting for 36% of print ad placements. Front-page ads made up 62% of total placements, pointing to a strategy that prioritises visibility over volume.
Sales-driven messaging dominated print, with discounts and bundled promotions making up the bulk of content. The festive season, especially August to November, remained the busiest period for print ads, primarily concentrated on weekends. Interestingly, just 10 advertisers were responsible for 91% of total print spend.
Television witnessed the steepest decline, with ad spends dropping by 66%. General Entertainment Channels led with 41% of the spend, followed by sports and movie channels. Prime Time remained the most favored slot, though ad activity peaked between April and July, shifting away from traditional festive timing. Celebrities like Sara Ali Khan and Alia Bhatt remained key endorsers, driving a significant share of ad volumes for e-commerce brands.
Radio also recorded a 66% fall in ad spending. Reliance Retail and Amazon led in this category as well, with 20% and 19% shares respectively. Radio Mirchi was the top choice among advertisers, with the North and South Zones leading in placement volumes. Weekdays saw more activity on the radio, especially during the festive stretch from September to November.