As India heads into its high-octane festive season, the advertising playbook is shifting decisively toward programmatic.
What was once considered a tactical add-on has now become the backbone of brand strategies across categories, from FMCG and e-commerce to consumer durables and even luxury brands.
A dentsu-edm report highlights this momentum: programmatic contributed an estimated 42% (₹20,686 crore) to India’s digital media industry by the end of 2024, marking a 21% jump over 2023. With projections of 44% share by 2026, the trajectory is clear, data-driven buying is now indispensable.
The shift comes at a time when digitally savvy consumers are flocking to premium content on OTT and Connected TV, platforms seen as more credible than traditional social media.
For brands, this means festive campaigns must be sharper, measurable, and contextually placed. As Ranjan Mishra of The Trade Desk notes, programmatic unifies siloed campaigns across mobile, audio, video, DOOH, and social, ensuring the right price for the right audience.
FMCG remains the largest spender, while e-commerce brands ramp up aggressive bursts around sales festivals. Consumer durables are using programmatic to reach repeat buyers ahead of Diwali upgrades, while luxury players are adopting selective, high-impact strategies, like the Natural Diamond Council roadblocking women’s cricket during Karva Chauth.
Meanwhile, CTV has emerged as the fastest-growing channel, closely followed by OTT. Audio and DOOH are also picking up traction, while mobile continues to dominate discovery journeys, with nearly 68% of festive deals being found through in-app ads.
With rising CPMs and multiple brands competing for attention, programmatic ensures reduced wastage and sharper targeting. This festive season, one thing is certain: programmatic isn’t just part of the mix, it is the strategy… and the ads, buckle up to see more of that.