Grammarly tops digital and TV ads in H1: TAM report

The digital advertising impressions grew by 8% during January to June 2024 compared to the corresponding period in 2022 in India, according to the latest half-yearly report for 2024 on digital advertising by AdEx India and TAM.

Among leading advertisers, Grammarly, Inc emerged as the No 1 exclusive advertiser across digital and TV media during this period. Adobe Software India and Devgadhvi.in stood at No 2, and No 3 respectively. Amongst the common advertisers (on TV and digital), Amazon Online India topped the list with Hindustan Unilever and Reckitt Benckiser (India), winning the second and third spot.

Researchers found that there were more than 98,600 exclusive advertisers present in the digital category and over 1,850+ common advertisers between TV and digital during January to June 2024.

Among sectors, services controlled 51% share of the total digital ad impressions during this period. Banking/Finance/Investment stood No 2 with 7% share, and Computers, Auto, and Education were at No 3 with 5% share each. Within services, ‘E-com and other services’ contributed nearly 7% to digital ad impressions during January to June 2024.

Among web publishers and apps, YouTube emerged as the leader with 38% of total ad impressions. Among web publishers, Facebook and Twitter contributed 34% ad impressions each.

Lastly, within ad formats, display advertising continued to dominate, controlling 78% of the total ad share, with video controlling the remaining 22%. Analysing the transaction methods, AdEx TAM research found that programmatic ads ruled the roost, controlling 88% of all advertising in the digital space during H1-2024.