The TAM AdEx-Digital Half Yearly Advertising Report for Jan-Jun 2023 heralds a significant surge in digital ad impressions, soaring by 33% compared to the same period in 2021. YouTube took center stage, dominating web publication and app spaces, capturing a remarkable 21% of ad impressions during this dynamic period.
Grammarly Shines as Exclusive Advertiser
Standout performer Grammarly Inc. emerged as the leading exclusive advertiser across both digital and TV platforms. This underscores the company’s prowess in strategic advertising, setting a benchmark for effective cross-channel promotional campaigns.
E-commerce Dominates Impressions
The digital landscape witnessed a shifting paradigm, with e-commerce claiming the lion’s share of ad impressions at 7%, solidifying its position as the leading category. Services, encompassing a diverse range of sectors, secured a dominant 46% share, reflecting the versatility and appeal of the services industry.
Reshaping the Advertising Landscape
Comparing year-on-year trends, the report illustrates a 33% increase in digital ad impressions during Jan-Jun 2023, indicating the industry’s resilience and adaptability to evolving market dynamics.
Services maintained a robust position, commanding a commanding 46% share of ad impressions, with education and banking/finance/investment following suit with a 7% share each. The combined influence of these top two sectors resulted in an impressive 54% share of ad impressions on digital platforms.
Top Advertisers and Platforms
Grammarly Inc., Kieraya Furnishing Solutions, and Super Market Grocery Supplies emerged as the leading exclusive advertisers. Simultaneously, industry giants such as Reckitt Benckiser, Hindustan Lever, Godrej Consumer Products, Cadburys India, and Brooke Bond Lipton India secured top positions as common advertisers across both digital and TV platforms.
YouTube, once again, reaffirmed its status as the leading web publisher, followed closely by Aajtak.in. In the realm of apps, YouTube and YouTube Music claimed the top spots, closely trailed by Cricbuzz.
Innovative Platforms and Techniques
Mobile Display took the lead among digital platforms, commanding a substantial 28% share of ad impressions, closely followed by in-app display at 23%. Programmatic emerged as the preferred method, capturing 63% of total ad impressions, with the ad network method contributing 18% during Jan-Jun 2023.