Digital Medium witnessed an increase in ad impressions by 8% in January-June 2024 as compared to January-June 2022 and additionally, the period from January-June 2024 saw a notable 3% increase compared to the same period in 2023, according to TAM AdEx – Half Yearly Advertising Report on Digital.
As per the report, services was the leading sector with 51% share of ad impressions during January-June 2024.
Ranking of four out of Top 10 sectors improved during the first half of 2024 over January-June 2023 on Digital. Telecom Products, Personal Products and Corporate/Brand Image were the three new entrants in the Top 10 list of Sectors.
E-commerce-Other Services was the leading category with 7% share of ad impressions during January-June 2024. Cellular Phones-Smart Phones and Cars were the new entrants in the Top 10 Categories during the first half of 2024 compared to same period in 2023, the report highlighted.
Top 10 categories together accounted for 47% share of Digital ad impressions. Grammarly was the leading Exclusive Advertiser among Digital and TV medium during January-June 2024.
As per the report, when compared advertisers of TV and digital medium, there were 98,600+ exclusive advertisers present in digital and 1850+ common advertisers between TV and digital during January-June 2024. E-commerce-Other Services category witnessed growth by 2.1 times during January-June 2024 compared to the first half of 2023.
In terms of growth percentage, retail outlets-home/interiors/furniture category witnessed highest percentage growth among the Top 10 that is 3.4 times followed by Corporate-Auto category with 3.3 times. Facebook leads the list of Web Publishers with 34% of the ad impressions during the first half of 2024.
During January-June 2024, YouTube alone had 38% of ad impressions among APPs. Whereas, YouTube and Cricbuzz Cricket Scores and News leads the list of Top 10 APPs in January-June 2024, the report stated.
Display had the 78% share of ad impressions during H1 2024. Programmatic was the most popular method for promoting Ads on digital platforms, accounting for 88% of total ad impressions, followed by programmatic/ad network method with 4% share in January-June 2024.
In transaction methods, programmatic ascended to first position with 88% share of ad impressions during January-June 2024.
