About Adcounty Media India Limited

BUSINESS OVERVIEW

Adcounty Media India is a BrandTech company delivering end-to-end digital marketing solutions ranging from branding to performance optimization. The company utilizes cutting-edge technologies to serve clients across diverse industries with customized advertising strategies crafted from a consumer-centric perspective.

It operates multiple websites and mobile applications across various verticals and offers a proprietary programmatic tool, BidCounty, to boost branding and performance campaigns. Through comprehensive market research and advanced tools, the company ensures effective user acquisition and impactful ad solutions.

The company’s core objective is to deliver innovative media solutions that help identify, target, acquire, and retain the right audience. Services include Programmatic Advertising, SEO, Social Media Marketing, Pay Per Click (PPC), Cost Per Acquisition (CPA), Cost Per Sale (CPS), Cost Per Lead (CPL), and Cost Per Install (CPI) campaigns.

Business operations are based on a performance-driven model, earning revenue through outcome-based marketing—measured by traffic, leads, downloads, sales, and conversions rather than fixed fees. This has positioned Adcounty Media India as a trusted partner for brands in Fintech, Auto, BFSI, Ecommerce, iGaming, Travel, QSR, and FMCG sectors.

Under its Adtech vertical, the company utilizes in-house tools, SMS and Email marketing, and programmatic platforms for audience targeting, media buying, and campaign optimization. The Digital Marketing vertical leverages social media, search engines, messaging apps (including WhatsApp), and mobile apps, applying data analytics, campaign optimization, and consumer insights for real-time, cost-effective and measurable ad campaigns

As of May 30, 2025, the Company had employed 45 permanent employees. The Banker to the Company is YES Bank Limited.

INDUSTRY ANALYSIS

Indian Digital Marketing & AdTech Industry Overview

Digital Marketing in India: A Growing Economic Force

India is witnessing a digital transformation, with digital marketing becoming a key driver of economic growth. Leveraging tools like social media, search engines, and email marketing, businesses can now engage vast audiences more effectively than ever. According to Business Standard, India is set to become the world’s second-largest online market, with over 900 million active internet users by 2025. This rapid digital adoption is fueling not just business growth, but also societal and economic change.

The shift towards digital channels is reflected in the surge of e-commerce, projected to touch USD 200 billion by 2027. As per Financial Express, digital media now accounts for 44% of total advertising spending in India, underlining a strong industry pivot from traditional to digital mediums. These trends indicate that digital marketing in India is no longer just an emerging trend but a fundamental shift in consumer behavior and business communication, shaping a more connected and data-driven economy.

Indian AdTech Industry: Technology-Driven Advertising Revolution

The growth of internet penetration and smartphone usage has dramatically expanded India’s advertising landscape, allowing advertisers to access a broader and more diverse consumer base, including those in remote areas. This digital revolution has sparked a surge in demand for online advertising.

Digital platforms now offer rich, data-driven insights that enable advertisers to craft personalized and highly targeted campaigns, thanks to detailed analytics on consumer behavior, preferences, and buying patterns. The diverse formats of digital ads, such as videos, interactive banners, and mobile-optimized creatives, enhance engagement by catering to various audience segments.

A major technological leap in the AdTech space is the integration of AI-powered tools, like those in YouTube’s Ads Creative Studio, which help advertisers customize content at scale for India’s linguistically and culturally diverse audience. These AI solutions are crucial for creating localized and impactful campaigns tailored to specific regions and demographics.

The Indian AdTech market was valued at USD 27.30 million in 2024, and as per IMARC Group, it is expected to grow at a CAGR of 24.20%, reaching USD 238.40 million by 2033. Key growth drivers include AI-based personalization, programmatic advertising, mobile-first strategies, and a booming e-commerce sector. Additionally, regulatory advancements and increasing investments in data analytics are further strengthening India’s targeted advertising capabilities.

Conclusion

India's digital marketing and AdTech industries are undergoing rapid evolution, driven by widespread digital access, AI adoption, and growing e-commerce activity. As businesses and advertisers adapt to this shift, the future of marketing in India will be increasingly intelligent, localized, and performance-driven

BUSINESS RISK FACTORS & CONCERNS

1. High Revenue Dependency on Limited Clients

A significant portion of the company’s revenue comes from a limited number of key customers. The loss of any major client or a substantial drop in their demand may negatively impact business operations, cash flow, and overall profitability. Past disruptions, including disputes and client disqualifications, have contributed to revenue decline.

2. Fluctuating Revenue Growth and Operational Challenges

Although revenue from operations increased by 61.50% in FY 2025 compared to FY 2024, previous years saw a decline due to delayed payments and client attrition linked to compliance issues. Sustained growth depends on the effective execution of business strategies. Inability to manage growth efficiently may further impact financial performance.

3. Geographical Concentration Risk

Despite having a presence across India and internationally, the company’s Indian revenue is heavily concentrated in Haryana, Karnataka, and Maharashtra, contributing over 85% of total domestic revenue across the last three financial years. Any adverse development in these states could significantly affect operations and earnings.

4. Lack of Long-Term Agreements with Media Suppliers

The company relies on external platforms (websites, apps, social media, etc.) to run digital campaigns but does not have long-term contracts with these media suppliers. This transactional nature poses risks of platform unavailability or delays, potentially affecting timely campaign execution and damaging client trust.

Adcounty Media India faces key risks from client concentration, inconsistent revenue trends, geographic dependence, and the lack of long-term media supply contracts. These factors could adversely impact operational efficiency, growth, and financial stability if not managed effectively.