Younger audience spends 180 minutes on their smartphone compared to 120 minutes on TV every day. So as an advertiser, will you choose TV or mobile,” asks Nitin Bawankule, industry director, e-commerce & media, Google India. The rationale notwithstanding, Indian marketers are still to embrace digital advertising like their western counterparts, where a massive shift is underway. Online advertising in the US is estimated to surpass television spends this year. In contrast, back home, structural challenges like limited Internet penetration and illiteracy spring up when one utters the word ‘digital’. But companies are slowly adopting the idea, driven by increased smartphone penetration and improving connectivity.