Mumbai: As per the recent TAM Ad Ex report on Digital Advertising for the period Jan-Mar’23, the digital medium witnessed an increase in ad impressions by 33 per cent in Jan-Mar’23, compared to Jan-Mar’21. Ad impressions in Jan-Mar’23 observed a minor drop i.e. one per cent compared to Jan-Mar’22.
Services was the leading sector with 45 per cent share of ad Impressions during Jan-Mar’23. The top two sectors together added 54 per cent share of ad Impressions on digital. Personal accessories and textiles/clothing were the only two new entrants in the top 10 list of sectors.
Amongst the leading categories, six out of the top 10 categories were from Services sector. Ecom-media/entertainment/social media was the prominent category with 8 per cent share of ad Impressions during Jan-Mar’23. Cars, ecom-food/grocery and life insurance were the new entrants among the top 10 categories in Jan-Mar’23 compared to Jan-Mar’22. The top 10 categories added 41 per cent share of digital ad impressions.
There were 40k+ exclusive advertisers present in digital and 1200+ common advertisers between TV and digital mediums during Jan-May’23. Snapchat was the leading exclusive advertiser among the digital and TV mediums during Jan-Mar’23.
240+ categories registered positive growth. Based on the difference in ad impression, ecom-online shopping leads the list of top 10 growing categories in Jan-Mar’23 over Jan-Mar’22. In terms of growth percentage, the hosiery category witnessed the highest growth among the top 10 i.e. 12 Times followed by aerated soft drink, and airlines with 6.1 times and 5.7 times respectively. The hosiery category witnessed growth by 11 times during Jan-Mar’23 compared Jan-Mar’22.
YouTube leads as both a web publisher and an app in terms of ad impressions. YouTube, followed by Aajtak.in leads the list of web publishers in the Jan-Mar’23 quarter. While among apps, again Youtube leads the list, followed by Cricbuzz. During Jan-Mar’23, YouTube alone had 36 per cent of ad impressions.
Mobile display was the leading digital platform with 29 per cent share of ad impressions during Jan-Mar’23 followed by in-app display with 27 per cent share. Programmatic was the most popular method for promoting ads on digital platforms, accounting for 63 per cent of total ad impressions, followed by the ad network method with an 18 per cent share in Jan-Mar’23.
