As per Magna Global’s ‘Global Advertising Forecast Report December 2012’ report, internet has moved up to third largest media category with 6 per cent market share after Television and Newspaper and the Indian ad revenue market is projected to grow 8.7 per cent in 2013, with internet leading the growth at 31.2 per cent. As per the report, Indian advertising revenue grew by 2.6 per cent to a total of Rs 334 billion in 2012. The growth was led by Internet which saw a 68.1 per cent growth and Television that saw growth of 4.53 per cent.

“Internet has been the clear beneficiary of decelerating Print. Growth is driven by mobile devices which have leapfrogged PC penetration. Online video is considered more and more by TV driven categories like FMCG and Automobile. Paid social and rich media formats continue to keep the display market invigorated,” the report said. It also said that mobile and video advertising is expected to double its revenue while paid search and display will consolidate further.

Magna Global has also revised its forecast for media owners advertising revenue which is expected to grow by 3.1 per cent in 2013 as opposed to its earlier projection of 4.5 per cent in June this year.

Globally, Digital media revenues will increase by 13.5 per cent. The study said that the PC display format (banners, sponsorship) are now barely growing (6 per cent) as more investment shifts towards online video and mobile-based formats, and Paid Search remains robust (14 per cent).

Magna Global EVP, director of Global Forecasting and author of the report Vincent Letang said, "Tablets have been the fastest device ever to reach 50 million users in less than three years. As they become more affordable, we are seeing an explosion in the volume and the nature of mobile media usage. Marketers are gradually embracing the new marketing and branding opportunities: mobile advertising already represents $6 billion globally, i.e. 6 per cent of digital advertising and 1 per cent of total advertising. Magna Global is predicting the format to grow to $24 billion by 2017, reaching 14 per cent of global digital advertising and 4 per cent of overall advertising revenues."