India's festive season (August–December) accounts for over 30% of annual digital ad spend, driving a 36% increase in installs and a 69% surge in re-engagements during the peak window.
02
Mobile gaming remains a primary growth driver, recording 3.2 billion downloads and $151 million in-app purchase revenue in 2024.
03
Ad spend efficiency improved during the festive period, with a 53% increase in mobile ad investment accompanied by a 12% reduction in cost-per-install (CPI).
04
Video and playable ads are the most effective formats, delivering up to 4.2× ROAS in fintech and 3.8× in e-commerce.
05
Programmatic and OEM placements on devices like Xiaomi and Samsung are essential for capturing growth in Tier-2 and Tier-3 cities.
06
High-performing creative strategies require weekly refreshes, localized language, and urgency-based cues like countdowns to outperform static advertisements.
07
Adopting a unified data-house approach using platforms like Singular, Sensor Tower, and Pathmatics is critical for reducing wasted spend and optimizing cross-channel ROI.
Insights
01
India's festive season (August–December) accounts for over 30% of annual digital ad spend, driving a 36% increase in installs and a 69% surge in re-engagements during the peak window.
02
Mobile gaming remains a primary growth driver, recording 3.2 billion downloads and $151 million in-app purchase revenue in 2024.
03
Ad spend efficiency improved during the festive period, with a 53% increase in mobile ad investment accompanied by a 12% reduction in cost-per-install (CPI).
04
Video and playable ads are the most effective formats, delivering up to 4.2× ROAS in fintech and 3.8× in e-commerce.
05
Programmatic and OEM placements on devices like Xiaomi and Samsung are essential for capturing growth in Tier-2 and Tier-3 cities.
06
High-performing creative strategies require weekly refreshes, localized language, and urgency-based cues like countdowns to outperform static advertisements.
07
Adopting a unified data-house approach using platforms like Singular, Sensor Tower, and Pathmatics is critical for reducing wasted spend and optimizing cross-channel ROI.