The increasing affordability and accessibility of Internet connectivity through 3G and 4G mobile networks is spurring the growth of online video consumption and thus advertising, the report said.

“2017 will observe a more aggressive approach from social media and video giants. YouTube, Facebook and Twitter will promote video consumption and associated advertising,” said Adomantra Digital.

“The online video advertising industry had a very impressive 2016 with growth of 200%. The increase in consumption of video content enabled a shift in gears and growing demand”, the report added.

A key focus for the sector in 2017 would be on long-form video adverts of between 45 to 90 seconds, for a stronger brand engagement with the audience, Vikas Katoch, CEO, Adomantra Digital told the PTI.

“Brands and publishers will reap huge benefits because of high viewability in rich media formats as users cannot avoid viewing these ads,” he said.

Increasing internet penetration in the country in 2017 will lead to an exponential increase in video consumption, Katoch added.