Advertising on digital medium witnessed a 52% growth in January to March 2024 compared to the corresponding quarter of 2022, said TAM AdEx's recently launched report for digital advertising for the quarter.
The TAM AdEx report also noted that ad impressions for digital advertising observed a de-growth of 1% in Jan-Mar’23 over Jan-Mar’22.
Additionally, when ad impressions of Q4’24 with Q4’23 were compared, there was a growth of 54%.
The top 10 sectors together covered 83% share of ad impressions with services dominating the list. Compared to Jan-Mar’23, the top 5 sectors (Services, Banking/Finance/Investment, Computers, Auto, and Education) maintained their respective ranks in Jan-Mar’24.
The ‘Corporate/Brand Image’, ‘Media and Personal Healthcare’ entered the top sectors during Jan-Mar’24 over Jan-Mar’23.
Speaking of leading categories, 6 out of the top 10 categories were from the services sector. The ‘Ecom-Other Services’ ascended to first position with 14% share of ad impressions in Jan-Mar’24 over Jan-Mar’23. Whereas, ‘Ecom-Media/Entertainment/
Together, the top 10 categories added a 53% share of ad impressions. ‘Ecom-Financial Services’, ‘Corporate/Brand Image’ and ‘Travel & Tourism’ upheaved in the top 10 categories in Jan-Mar’24 over Jan-Mar’23.
When it comes to leading advertisers, Amazon Online India descended to third position in Jan-Mar’24 after dominating the advertiser’s list in Jan-Mar’23. Karma Shopping and Maruti Suzuki India were new entrants during Jan-Mar’24 over Jan-Mar’23.
During the same quarter, the top 10 brands contributed 26% share of digital ad impressions. There were more than 45K brands present on digital with ‘Developers’ leading the list. Also, among the top 10 brands, there were 5 new entrants during Jan-Mar’24 over Jan-Mar’23.
In terms of top growing categories, ‘Ecom-Other Services’ was the top growing category in terms of increase in impressions followed by ‘Ecom-Online Shopping’ in Jan-Mar’24 compared to Jan-Mar’23.
More than 21K advertisers and more than 28K brands exclusively advertised on digital during Jan-Mar’24.
Twitter emerged as the leading web publisher with 39% of ad impressions alone, followed by Youtube (15%), Indiatimes(1%), Anandabazaar(1%), Times Of India(1%), Indian Express(1%) and more.
Twitter Display was the leading Digital Platform with 39% share of ad impressions during Jan-Mar’24 followed by In APP Display with 17% share. Programmatic was the most popular method for promoting ads on Digital platforms adding 85% of total ad impressions, followed by ad network method with 6% share in Jan-Mar’24.
