Touted as one of the biggest sporting spectacles in the world, the Indian Premier League (IPL) has emerged as an immense economic powerhouse that continues to churn and shape consumer behavior patterns, technology adoption, and advertising trends across the Indian subcontinent.
This remarkable transformation has emerged principally on the back of India’s shift to a mobile-first economy. This process has been further expedited with the majority of the Indian populace obtaining access to affordable internet services, widespread smartphone adoption, and emerging platforms like OTT (over-the-top) and CTV (connected TV).
Besides rewriting the rules of advertisement, these tech drivers are also engendering newer methodologies of how brands allocate their digital ad budgets in the contemporary age. In 2014, as per the Dentsu-e4m Digital Advertising Report 2025, India’s digital ad market accounted for 49% of the overall ad industry and is expected to surge even more in 2025, with the IPL season contributing to its growth.
While linear television once dominated IPL advertising, mobile platforms are now evidently leading the conversation. This shift is no coincidence; it’s the result of India’s mobile internet boom, which was marked by the Jio movement and brought millions of new users online.
In 2024 alone, India marked a staggering 1.06 billion mobile internet users. From rural villages to metro cities, fans are glued to mobile-based OTT platforms, which has stemmed a massive opportunity for brands to target these audiences in a precise manner. This rapidly burgeoning mobile ecosystem enables advertisers to deliver engaging and interactive ads that tap into the massive IPL’s viewer base.
How programmatic advertising is helping brands go beyond the boundary
The IPL season has historically proven to be a high-intensity period for digital advertising as brands embroil themselves in a fierce eyeball-grabbing competition. Here, programmatic advertising has emerged as a time-tested mechanism that ensures targeted and efficient mobile campaigns during the event. With its data-driven tools, brands can adeptly personalize their ad experiences, which further drives engagement and increases conversion rates. In 2024, programmatic buying contributed 42% to the digital media industry (Dentsu-e4m Digital Advertising Report 2025).
For instance, food delivery apps often witness massive spikes during IPL matches. With programmatic advertising, they can easily extend appealing and time-sensitive offers. Similarly, e-commerce and quick commerce apps can capitalize on the IPL frenzy to initiate quick purchases through IPL-themed sales. This effectively offshoots higher engagement levels, increased conversion rates, and most importantly, carves meaningful brand visibility at the most relevant moments.
India, as a nation, is obsessed with the gentleman’s game. Thus, it is no surprise that IPL’s inherently loyal audience has catapulted the tournament into one of India’s biggest and most sought-after opportunities for digital ad spending. Unlike passive TV viewers, mobile and OTT audiences actively engage with ads and interact with brand campaigns in real-time. This heightened interactivity offers brands valuable touchpoints to help them connect more deeply with their audiences.
Furthermore, programmatic advertising supports multi-channel advertising, from personalized mobile campaigns to Connected TV ads. Leveraging data and technology, brands can tailor campaigns to suit different audiences and maximize their return on investment (ROI) during this critical period.
The future of IPL advertising is steeped in innovation, authenticity, and consumer engagement. For marketers, the IPL is far more than an ordinary advertising window. It’s a sprawling stage where brands can harness the best of India’s mobile-first digital ecosystem to elevate their campaigns to undreamt heights.
As IPL continues to evolve at a relentless pace, it will remain a cardinal touchpoint in defining how digital ad spends shape the contours of India’s mobile-first economy. Brands must stay receptive to this changing wind course and actively leverage this spectacular event. For those who do so, the rewards will surely be game-changing.
The author is MD & CEO, Mobavenue