Campaign India Team
Sep 27, 2023

Ad impressions on digital see a dip of about 9% in H1’23: TAM

There were around 59,000 exclusive advertisers present in digital and more than 1,800 common advertisers between TV and digital mediums during Jan-Jun’23

Ad impressions on digital see a dip of about 9% in H1’23: TAM
Digital witnessed a dip of 9% in impressions during January-June 2023 according to TAM AdEx's half-yearly advertising report, compared to the corresponding period last year.
 
However, compared to the same period in 2021, this year saw an increase in ad impressions by 33%. Jan-Jun 2022 witnessed a significant surge of 47% compared to Jan-Jun’21.
The analysis is based on ad impressions, which are indicative of a user’s visit to a web publisher.

Services was the leading sector with a 46% share of ad impressions during the period while ecom- Online Shopping was the leading category with a 7% share of ad impressions.

Personal accessories and textiles/clothing were the only two new entrants in the top 10 list of sectors.

Multiple coursers and cars were the new entrants in the top 10 categories during Jan-Jun’23, as compared to Jan-Jun’22

Grammarly Inc. was the leading 'exclusive advertiser' among digital and TV mediums during the half-yearly period. There were around 59,000 exclusive advertisers present in digital and more than 1,800 common advertisers between TV and digital mediums during Jan-Jun’23.

 
In terms of growth percentage, the rental services category witnessed the highest percentage growth among the top 10 that is 47 times, followed by Energy Drink and Hosiery.
 
YouTube was the leading web publisher and application in terms of ad impressions, followed by Aajtak.in during the first half of the year. YouTube & YouTube Music leads the list of top 10 APPs in the same time frame.
 
 
 
Mobile display was the leading digital platform with a 28% share of ad impressions followed by In APP Display with a 23% share.

Programmatic was the most popular method for promoting ads on digital platforms, accounting for 63% of total ad impressions, followed by the ad network method with 18% share.

 

Source:
Campaign India

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