NEW DELHI: The Indian advertising market will see revenue levels continue to rise this year, with the web being one major beneficiary of this trend.

According to Srinivasan K Swamy, chairman of RK Swamy BBDO, "there are definitely signs of improvement compared to last year and the Indian advertising industry should post growth of about 15% this year."

"Companies were cautious last year in terms of their adspend amid the economic slowdown. However, now there is a sense of optimism and this should signal growth in the ad industry," he added.

The automotive, telecoms, financial services and real estate sectors will be among the main drivers of this uptick in expenditure, Swamy continued.

In terms of media, print and outdoor – which found trading conditions particularly challenging over the last 12 months – are both likely to see their fortunes improve.

However, Swamy predicted that TV and print would take an 80% share of all advertising revenue, which will reach around 20,000 crore rupees ($4.3bn; €3.1bn; £2.7bn) this year.

Parminder Singh, business head of Google India, further suggested that brands from a wide range of product categories displayed heightened interest in the web in 2009.

"With ROI weighing heavily on every advertiser's mind, one can see even conventional/traditional companies like auto, FMCG, telecom, education and government moving to the online medium to reach out and engage with their audience in a more effective and efficient manner," he said.

The search giant is continuing to diversify its strategy in the Asian nation, offering marketers a wider range of tools via which to reach their target audience.

"For 2010, search will be the core of our business, but we have started advertising through Orkut and YouTube, that are attracting huge audiences," said Singh.

Data sourced from Business Standard/Economic Times; additional content by Warc staff