As India steps into its festive season, advertising strategies are shifting. Programmatic, once a side tool, is now central to brand campaigns. From FMCG and e-commerce to durables and luxury, data-driven ad buying is shaping how brands target festive shoppers.
Programmatic Growth in India
A dentsu-edm report shows programmatic contributed ₹20,686 crore, or 42%, to India’s digital media industry in 2024. That’s a 21% rise over 2023. By 2026, its share is expected to hit 44%, confirming that programmatic is here to stay.
Why Programmatic Matters Now
The rise comes as digital consumers prefer premium OTT and Connected TV over traditional social media. Brands need sharper, measurable, and context-based campaigns. As Ranjan Mishra of The Trade Desk explains, programmatic unifies ads across mobile, video, audio, DOOH, and social channels.
Brand Strategies for the Season
FMCG leads festive ad spending, while e-commerce brands push aggressive campaigns during sales festivals. Consumer durables target repeat buyers ahead of Diwali upgrades. Luxury players adopt selective approaches, like the Natural Diamond Council’s high-impact women’s cricket ads during Karva Chauth.
Channels Driving Festive Ads
Connected TV is the fastest-growing channel, followed by OTT. Audio and DOOH are rising, while mobile dominates with 68% of festive deal discovery happening in apps. With CPMs rising and brands fighting for attention, programmatic ensures sharper targeting and less wastage.
Ads Become the Strategy
This festive season, programmatic is not just part of the plan, it is the strategy. With data-led targeting and unified campaigns, you can expect more ads across every screen you use during the festive rush.
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