Consumer durables raise digital ad share to 49% in 2025: dentsu-e4m report

A 10-percentage-point jump within a year reflects a broader shift in media strategies as consumer durables brands intensify their focus on online platforms to influence purchase decisions in a high-consideration category. dentsu-e4m Digital Advertising Report 2026 notes that consumers are increasingly researching products online across multiple touchpoints, prompting marketers to expand their presence on digital channels through the consideration and evaluation phases.

Online video and social media have emerged as the key contributors to digital growth for the category. The rise of short-form video, mobile-first viewing and OTT consumption has strengthened online video’s role in product discovery and brand storytelling, while social media continues to benefit from high engagement levels and creator-led formats. Social media remains the single largest component of overall digital advertising spends, the report said.

While digital allocations have risen sharply, television continues to retain importance for consumer durables advertisers, particularly for mass reach during festive seasons and major product launches. However, the growing digital share points to an increasing preference for targeted, measurable and performance-led formats.

The report places consumer durables among categories witnessing a rapid rebalancing of media mixes in favour of digital, in line with broader industry trends. India’s digital advertising market grew 19% in 2024 to close 2025 at ₹71,621 crore, cementing digital as the largest advertising medium in the country. Digital is projected to contribute nearly 70% of total advertising spends by 2027, reinforcing the sustained shift away from traditional media.