Welcome to the World of Advertisement Overload
MUMBAI: If you’re a frequent flyer on quick-commerce apps like Blinkit, Zepto, or Instamart, you might have noticed an alarming uptick in ads. Spoiler alert: they don’t all promote the freshest produce or the elusive organic quinoa you never knew you needed. Instead, you might find yourself pondering the merits of credit cards or contemplating a new destiny in the world of gaming apps.
Digital Ads: A Rising Star
In case you missed it (which is hard to do with so many ads), two major reports released in February confirmed that retail media is on a sugar rush, especially when it comes to e-commerce platforms like Amazon and Flipkart. It seems even food delivery apps like Zomato and Swiggy aren’t immune to the ad frenzy, making us wonder if the restaurants are now replaced with ad agencies.
Digital Dollars and Sense
Earlier this month, the Dentsu-e4m Digital Advertising Report 2026 dropped the bombshell that digital media now chomps up a whopping ₹71,621 crore, holding a dazzling 59% slice of the Indian advertising pie. Social media takes the cake, but quick commerce is the freshly baked pastry rising faster than your confidence after a double espresso.
Interestingly enough, our darlings at Zepto, which filed a “please give us money” document last December for an IPO this year, managed to rake in over ₹1,000 crore in ad revenue by June 2025. That’s a fivefold increase, making you seriously reconsider your life choices—like why you didn’t think to monetize your cat videos.
From Browsing to Buying
The Dentsu-e4m report cleverly highlights that these digital platforms connect investments to measurable outcomes—unlike your last relationship. On Wednesday, WPP Media chimed in, pronouncing commerce-led advertising as the fastest-growing segment, propelled by the thrilling marriage of retail media and quick commerce. Yes, it’s the couple everyone envisioned—ironic, isn’t it?
WPP Media’s Sairam Ranganathan hinted at the strategic necessity for brands to define quick commerce’s role—beyond just throwing money at ads. He suggested that true winners will recognize every interaction as a marriage proposal (or at least a date invitation) and every ad as a potential first step toward lifelong customer commitment. It sounds romantic until you remember your last experience at a used car dealership.
The Consumer Gauntlet
Saving the best for last, we learn that as of last year, nearly 30 million users are grappling with these ad-laden apps weekly. Conversions are high, and the apps ensure that ads hit you right when you’re in the purchasing frame of mind—sort of like clever marketing ninjas creeping up while you’re just trying to buy groceries. As WPP Media wisely notes, it’s essential for branding to approach the consumer in their natural habitat—like a friendly stalker, but without the creepy vibes.
The Future of Retail Media
By 2025, the Dentsu-e4m report projects e-retail platforms will gobble up ₹17,601 crore, constituting a whopping 24.58% of total digital spends. This meteoric rise isn’t just due to basic ads; it’s fueled by live shopping, influencer hype, and perhaps a sprinkle of fairy dust. Vinita Pachisia of Dentsu’s Amplifi explained that the new revenue streams are not merely transactional but a whole carnival of engagement—like a fair where ads are the rides and consumers are the thrill-seekers.
So, will retail media claim the title of king in the digital ad kingdom? Not any time soon, but never say “never.” Who knows what the advertising crystal ball holds two to three years down the line? Until then, enjoy the ad buffet—just remember to chew carefully between bites of content.
