TAM AdEx-Half Yearly Report on Digital Advertising_2024.pdf

The TAM AdEx Half-Yearly Report for January to June 2024 reveals significant developments in the digital advertising sector, showcasing continued growth in ad impressions, the sustained dominance of the services sector, and the rising influence of programmatic advertising. Brands are increasingly utilising the digital medium to engage audiences, with some sectors and categories experiencing marked increases in visibility.

1. Source: AdEx India (A Division of TAM Media Research)
Half Yearly Report: Jan-Jun’24
DIGITAL ADVERTISING

2. Highlights
06
07
08
09
01
02
03
04
1005
Digital Medium witnessed increasein ad
impressions by 8%in Jan-Jun’24 compared to
Jan-Jun’22.
Serviceswas the leading sector with 51%
share of ad impressions during Jan-Jun’24.
Ecom-Other Serviceswas the leading category
with 7% share of ad impressions during Jan-
Jun’24.
Grammarly Inc. was the leading Exclusive
Advertiser among Digital and TV medium
during Jan-Jun’24.
Facebookleads the list of Web Publishers with 34%
of the ad impressions during Jan-Jun’24.
During Jan-Jun’24, YouTubealone had 38% of ad
impressions among APPs.
Display had the 78%share of ad impressions
during Jan-Jun’24.
In Transaction Methods, Programmatic ascended to
1
st
position with 88% share of ad impressions
during Jan-Jun’24.
When we compared Advertisers of TV & Digital
medium, there were 98.6k+ Exclusive Advertisers
present in Digital & 1850+ Common Advertisers
between TV & Digital during Jan-Jun’24.
Ecom-Other ServicesCategory witnessed growth by
2.1 Times during Jan-Jun’24 compared Jan-Jun’23.

3. Ad Impression Trend: Digital witnessed 8% spike in Ad Impression
Source: TAM AdEx Period : Jan-Jun’22-24
The digital ad impressions during Jan-Jun’24 increasedby 8% compared to Jan-Jun’22.
Additionally, the period from Jan-Jun’24saw a notable3% increase compared to the same period in 2023.
Note: Figures are based on Ad Impressions for Digital;
100
106
108
Jan - Jun'22 Jan - Jun'23 Jan - Jun'24
INDEXED GROWTH IN AD IMPRESSIONS
Index: Jan-Jun’22= 100

4. Servicessector retained its topposition with more than half of the ad impression share during Jan-Jun’24 compared to Jan-Jun’23.
Ranking of 4 out of Top 10 sectors improved during Jan-Jun’24 over Jan-Jun’23 on Digital.
Telecom Products, Personal Products andCorporate/Brand Image were the 3 new entrants in the Top 10 list of Sectors.
Leading Sectors: ServicesSector retained it’s 1
st
position during Jan-Jun’24
Source: TAM AdEx
1
4
3
6
2
5
7
12
16
10
Others 16%
Rank in Jan-Jun’23
Note: Figures are based on Ad Impressions for Digital;
RankTop Sectors Jan-Jun’24
1 Services 51%
2 Banking/Finance/Investment 7%
3 Computers 5%
4 Auto 5%
5 Education 5%
6 Personal Accessories 3%
7 Retail 2%
8 Telecom Products 2%
9 Personal Healthcare 2%
10 Corporate/Brand Image 2%
Period : Jan-Jun’23-24

5. 1
2
3
4
5
6
7
7%
7%
4%
4%
3%
3%
8
9
2%
2%
2%10
7% 4
1
2
10
3
5
6
18
12
7
Rank in Jan-Jun'23
Remaining Categories 53%
Ecom-Other Services ascended to 1
st
position with 7% share of ad impressions during Jan-Jun’24 compared to Jan-Jun’23.
Cellular Phones-Smart Phones and Carswere the new entrants in the Top 10 Categories during Jan-Jun’24 compared to Jan-Jun’23.
Top 10 categories together accounted for 47%share of Digitalad impressions.
Leading Categories: First 6Categories out of the Top 10 were from Servicessector
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital;
Top 10 Categories : Jan-Jun'24 [555+]
Ecom-Other Services
Ecom-Online Shopping
Ecom-Media/Entertainment/Social Media
Ecom-Financial Services
Ecom-Clothing/Textile/Fashion
Ecom-Gaming
Software
Cellular Phones-Smart Phones
Cars
Ecom-Education
Period : Jan-Jun’23-24

6. There were 98.6k+ exclusive advertisers present in Digitaland 1,850+common advertisers between TVand DigitalMediums
during Jan-Jun’24.
Top 10 Exclusive & Common Advertisers between Digital & TV Medium:
Source: TAM AdEx Note: Rankings are based on Ad Insertions for Digital and TV Period : Jan-Jun’-24
Top 10 Exclusive Advertisers (Jan-Jun'24)
GrammarlyInc
Adobe Software India
Devgadhvi.In
InterviewbitSoftware Services LP
Blink Commerce
Levi Strauss India
Mad About Sports
Property Share Online Platform
Ikea Services (India)
ExnessGlobal
Top 10 Common Advertisers (Jan-Jun'24)
Amazon Online India
Hindustan Unilever
Reckitt Benckiser (India)
Samsung India Electronics
Flipkart.Com
MarutiSuzuki India
Cadburys India
Google
Godrej Consumer Products
L’Oreal India
Common in Digital and TV Present in Digital and not in TV

7. Rank
Top 10 Growing Categories (Jan-Jun'24)
(based on highest increase in Ad Impression)
Growth
1Ecom-Other Services 2.1 Times
2Ecom-Financial Services 69%
3Cellular Phones-Smart Phones 87%
4Retail Outlets-Home/Interiors/Furniture3.4 Times
5Cars 47%
6Securities/SharebrokingOrganization 85%
7Corporate-Auto 3.3 Times
8Ecom-Home/Interior/Furniture 40%
9Corporate-Financial Institute 56%
10Banking-Services & Products 46%
Based on difference in ad impression, Ecom-Other Servicesleads the list of Top 10 Growing Categories in Jan-Jun’24 over
Jan-Jun’23.
In terms of growth %, Retail Outlets-Home/Interiors/Furniture category witnessed highest pc growth among the Top 10
i.e. 3.4 Timesfollowed by Corporate-Autocategorywith 3.3 Times.
Top Growing Categories: 230+Categories registered Positive Growth
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital; Period : Jan-Jun’23-24

8. Facebookwas the leading Web Publisher followed by Twitterduring Jan-Jun’24 compared to Jan-Jun’23.
Whereas, YouTube & CricbuzzCricket Scores & News leads the list of Top 10 APPs in Jan-Jun’24.
Leading Web Publishers & APPs :YouTube leads as Web Publication and Application in terms
of ad impressions
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital; Period : Jan-Jun’24
Top 10 AppsTop 10 Web Publishers
02
01
Top 10 Web Publishers % Impression
http://facebook.com 34%
http://twitter.com 34%
http://youtube.com 14%
http://x.com 3%
http://indiatimes.com 2%
http://anandabazar.com 1%
http://timesofindia.indiatimes.com1%
http://indianexpress.com 1%
http://amarujala.com 1%
http://espncricinfo.com 1%
Top 10 APPs % Impression
YouTube 38%
Cricbuzz Cricket Scores & News 16%
Daily News, eBooks & Exam Prep 9%
Cricket Line Guru : Fast Live Line 6%
Cricket Exchange (Live Line) 3%
Sony LIV 3%
ZEE5 -Movies, TV Shows, LIVE TV & Originals3%
India News 2%
Aaj Tak 2%
UdayavaniKannada News 2%

9. Displaywas the leading Digital Platform with 78%share of ad impressions during Jan-Jun’24.
Programmaticwas the most popular method for promoting Ads on Digitalplatforms, accounting for 88%of total ad
impressions, followed by Programmatic/Ad Network method with 4%share in Jan-Jun’24.
Leading Digital Platforms and Transaction Methods for Digital Advertising: Jan-Jun'24
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital;
Display
78%
Video
22%
88%
4%
4%
2%
2%
Programmatic
Ad Network
Programmatic/Ad Network
Direct
Others
Digital Platforms: Jan-Jun'23 Transaction Methods: Jan-Jun'24
Period : Jan-Jun’24

10. Ad Impression
Base: Analysis in the newsletter is based on ad impression
An ad impression is based on a user’s visit to a web publisher.
Annexure

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