The rising affluent class and the big Indian billion, across the age-brackets, will be more tech-savvy in terms of information consumption. Hence the increased spends on the Digital Medium will be the key to most of the brands’ media mix, especially in the B2C Categories.

But unlike the popular perception, Television and Print are there to stay; supported by innovative OOH. Even today, these three conventional mediums account for almost two thirds of Adex spend and will not go drastically down in its market share in the coming few years at least.

What this means is all the mediums will co-exist for another decade or so, without really eating in to anyone's share drastically. Of course the brands will have to carefully plan the media-mix ensuring coverage in both the Conventional and Digital Mediums. Of course, the Conventional Mediums also will have to offer integration with the Digital Media, eventually leading to consumer engagement, followed by inquiries.

Source
PITCH MADISON ADVERTISING REPORT 2019