With the number of Internet and phone users in India increasing rapidly, online medium is set to play a bigger role in advertising, enabling marketers to reach out to a bigger number of target customers.

According to McKinsey & Company, at present, around 100 million users have access to mobile Internet in India.

"As we move to 350 million plus from this 100 million at present, in the next three to five years...clearly online advertising will grow substantially as companies look for ways to reach these consumers directly," McKinsey & Company Director Laxman Narasimhan told PTI at AdAsia 2011 here.

Expressing similar views, Unilever COO and HUL Chairman Harish Manwani said there is a need to find ways to reach those who are still out of reach of the Internet through mobile phones.

"We really have to understand the power of using mobile phones...digitistaion is going to change the world faster than we think," he said.

Commenting on evolution of online advertising in India, Interpublic Group Chairman and CEO Michael Roth said: "I think the advent of digital medium and the insights provided by it are very important part in India."

In order to capitalise from the growing trend, even advertising agencies are also putting special focus on digital verticals.

Ogilvy and Mather India Executive Chairman Piyush Pandey said the firm has already made a few structural changes to align with the evolving media.

"We have got a new Director, a new head PR and a new Creative Director for digital (media). We are also trying to get more young people. Digital at present is only about 5 per cent of our total business and we want to be the best," he said.

Pandey said advertising has become more consumer friendly in India with clients becoming a little more open.

Mudra Group CEO and Managing Director Madhukar Kamath said the total advertising industry in India is estimated to be around Rs 30,000 crore, with 47 per cent from print, 44 per cent TV and remaining includes outdoor, digital and new media.

With India emerging as a big market, participation at the ongoing AdAsia 2011 has also seen a substantial increase.

Kamath, who is also the member of the AdAsia organising committee said in the last three AdAsia conferences organised in Singapore, Korea and Kulala Lumpur, the number of participants was between 650 and 850, but this time in India, it is close to 1,200.