About Digital Advertising or Online Advertising

The digital advertising industry across India had a market size of around 199 billion Indian rupees in the financial year 2020, up from just 47 billion Indian rupees in financial year 2015. According to Statista, ad spending in the Digital Advertising market is projected to reach US$398,762m in 2021 and the market's largest segment is Search Advertising with a projected market volume of US$171,641m in 2021. In FY2020, the revenue generated by digital advertising across India was valued at around Rs 199 billion..

This increase can be attributed to a number of factors.

  • India is now the 2ndlargest smartphone market based on the number of shipments

  • India has reached a telecom subscriber base of 1.19 Billion

  • 3G & 4G constitute over 75%of the overall wireless internet user base

  • Data charges have fallen significantly to INR 4-6 per GB

  • The massive increase in data consumption ~3.9 GB per month per smartphone

  • The urban-rural gap in terms of the user base is decreasing rapidly

  • Payments have gone digital with mobile wallets like PayTM, Mobikwik, and BHIM, UPI entrants like Google Tez, Payment Gateways such as CC Avenue and Citrus Pay

  • 250 Million people viewed videos online in 2017, a 64% jump

  • Digital Ad spend contributed 17% of total Ad spend in India in 2017

(Source: Reimagining India’s M&E Sector, FICCI-EY report 2018)

The abovementioned facts prove that online marketing is the future of marketing and advertising.

Advantages of Digital Advertising in India

Internet marketing comes with the following advantages that are worth considering:

  1. Suitable for low budget campaigns: There is no minimum spend limit for online marketing so digital marketing cost in India can be as low as INR 1000 also

  2. Measurable ROI: One can track the performance of the online marketing campaigns and compare the results and ROI.

  3. Easy to control: One can control the inputs of the internet marketing campaign by monitoring the campaign performance in real-time and pause or stop it whenever required.

  4. Precise Targeting: One can target the desired customer group as per the digital advertising requirements like demographics, interest, expenditure, etc.

  5. Global Reach: The reach of digital advertising is not necessarily restricted to the city, state, or nation.

  6. Greater Engagement: Internet marketing provides the advertiser an opportunity to converse with the audience and it does not remain a one-way communication only. An online marketing campaign is successful when a customer interacts with the advertisement

Digital Advertising: Basic terminologies to help you book your online marketing campaign with a digital marketing agency

  • Impressions: Impression refers to how many times a user has been exposed to your online advertisement. For example, if your ad has been seen by a user 5 times, it is equal to 5 impressions.

  • CTR or Click Through Rate: This is a ratio that tells the advertiser out of the total number of impressions of the ad, how many times did the user clicked on the ad to visit the landing page. For example, and was shown to 100 people and 5 people clicked on the ad so the CTR is 5%

  • Conversion: On setting up an online campaign, the advertiser has to define the goal expected from the user like website visit, filling up a lead form, downloading an app. whenever this goal is achieved, it is known as a conversion.

  • Call To Action: Online advertising campaigns require the audience to interact with the ad by taking some actions. This link that helps the user to take action is known as a call to action. For example, book now; request a quote, join now, sign up for newsletters, etc.

  • Frequency Capping: This is a feature in online advertising where the advertiser can limit the maximum number of times a user can view a particular ad

  • Geo-Targeting: Geotargeting refers to targeting the audience in particular locations, for example, all tier 1 cities in India

  • Audience Targeting: Audience targeting can be done based on gender, age, income, interests, etc. The criteria would vary platform-wise.

  • Connected TV Advertising: This refers to ads being shown digitally on TV screens that show content using the internet. 

Digital Advertising Options

Your Digital Marketing Agency would provide you with the following options for running an online marketing campaign:

  • Text Ads: On platforms like Google Search and Quora, advertisers place text ads that are shown to users when they search using relevant keywords

  • Banner Ads: These ads mostly contain images and texts and are mostly clickable with a call to action button.

    • Interstitial- Interstitial ads cover the entire screen

    • Leader board- These are rectangular ads seen at the top of the website and are the first ads to appear

    • Run-On-Site- Run on-site ads can be placed randomly on any page of a website

    • Mid Page Unit (MPU)- Banner ad placed in the middle of the page

  • Audio Ads: These are audio advertisements similar to radio jingles that can be played on online music sites like Gaana, Wynk, and Saavn. They can also be accompanied by banner ads.

  • Video Ads: These are video advertisements similar to TV Commercials that can be played on online sites like Hotstar, Voot, and YouTube. They can also be accompanied by banner ads.

  • Emailer/SMS: These are emailer/SMS campaigns based on databases provided by the digital marketing agency. For example, a database of car owners in Bangalore.

  • Influencer Marketing: Influencers are people with huge followings on social media platforms. Endorsement from these influencers can prove to be very valuable for the brands.

Digital Advertising Cost and Rate Card

Digital Advertising rates vary from platform to platform based on a number of criteria. Some of the platforms that allow the advertisers to set up their advertisements on their own, also known as self-serve platforms like Google, Facebook, and LinkedIn, provide you with options of pricing (CPC, CPM). The digital advertising cost incurred by the advertiser, in this case, would also depend on the target group, ad quality, and other advertisers competing for the same keywords/audience. Apart from these self-serve platforms, there are websites that allow advertisement on their websites (in CPM and CPC format, varies from site to site) in form of banners, video ads, and audio ads too. Following are the various digital advertising pricing models that can be offered by your digital marketing agency:

  • CPM or Cost per Thousand Impressions: This is one of the important digital marketing cost terms that you would have to opt for digital advertising. CPM means Cost per Mille, the cost of one thousand impressions of the ad.

  • CPC or Cost per Click: Another popular digital marketing cost term, Cost perClick refers to the cost advertisers have to pay when someone clicks on the advertisement.

  • CPL or Cost per Lead/CPA or Cost per Acquisition: CPL or CPA is another digital marketing pricing model where an advertiser pays only when a lead generation/conversion happens.

  • CPI or Cost per Install: Cost per Install is an online marketing pricing model that is applicable only for app download. This is the price that the advertiser has to pay for each app download.

Apart from the abovementioned popular options, there are premium options also available like paid articles and influencer content that are priced higher than the popular options.

Top Websites for Digital Advertising in India

According to Alexa Rankings (A global website ranking system based on a website's average of daily unique visitors and its number of pageviews over the past 3 months), the following are top websites in India






Search Engine


Social Media




Social Media


Social Media


Competitive Exams


Search Engine










Job Search




Social Media


Travel/Ticket Booking


Social Media



Book My Show

Events/Ticket Booking





How to select the Digital Advertising Option fit for your business

Following are some of the pointers that you can check for your advertising needs:

The abovementioned are some of the popular digital media options. There are more than 1000 online marketing options listed with The Media Ant. You can contact The Media Ant for a digital media plan based on your business requirements and budget.

Digital Advertising for Small Businesses

Digital Advertising is a good option for both first-time advertisers and small businesses with lower budgets. With internet marketing, advertisers have an option to test their market and optimize their campaigns in real-time and the learning from the online campaigns can be taken forward to offline campaigns as well. The real-time tracking and ROI measurement makes online advertising a preferred media option for Small and Medium Enterprises (SMEs)

The Media Ant: A Digital Advertising Agency in India

The Media Ant is a Digital advertising agency having more than 1200 media options under digital advertising. We are a Premier Google Partner and we can help you set up your Google Search and Google Display campaigns and optimize them to be most economic. Not only Google Ad words, but The Media Ant can also support you as your digital advertising agency in placing your advertisement with other self-serve platforms like Facebook, Linked In, Youtube and Quora. Apart from self-serve platforms, The Media Ant has partnered with all the popular websites, M-sites, Apps, and Facebook Pages in India and can assure of the best digital advertising rates and discounts.

You can contact us for the best discounts and to execute your Digital advertising campaign either online, by sending a mail to Help@TheMediaAnt.com.

Related Links

Following are links to the most visited Digital Advertising Pages:







To know more about the basics of Digital Advertising, please visit


To know which Digital Media to use for your business, please check the video:


Digital Advertising Rates 2021

The Media Ant is committed to getting the most accurate data for the users. Hence, we ensure the advertising rates are updated on a frequent basis. Most advertising platforms update their rates at the beginning of a new year. Hence, it is very important to check the updated digital advertising rates before booking your campaign. To find the updated Digital Advertising Rates 2021, please click on the media card on the page, visit the particular digital advertising option and look for the latest digital advertising rates 2021 under the tab “Media Options & Pricing” To know the last updated date for Digital Media Kit 2021, please check the blue tick beside the Digital Advertising Rates under the Media Options tab.

Top 5 Digital Advertising Platforms in India according to Similarweb Jul-Sep 2021

Digital PlatformRanking
Times Of India4