Digital ad insertions surged by 109% in Jan-Jun’22: TAM AdEx

Digital medium witnessed more than threefold growth in the Jan-Jun’22 period, as compared to Jan-Jun’20, as per TAM AdEx’s report on Digital Advertising in the first half of 2022. Compared to Jan-Jun’21, digital ad insertions surged by 109% in Jan-Jun’22.

During Jan-Jun’22, the Services sector had a 46% share of Ad Insertions, followed by Education sector which moved up by 1 positions to rank second with a 13% share. The Top 2 sectors together added more than 55% share of the Ad Insertions on Digital. Building, Industrial & Land Materials/ Equipments was the new entrant in the Top 10 sectors’ list; Education and Food & Beverages sectors observed positive rank shifts.

The Top 10 categories added 46% share of the Digital Ad Insertions. Six out of the Top 10 categories were from the Services sector. Properties/ Real Estates category moved up by 3 positions to reach the No. 1 rank in Jan-Jun’22. Ecom-Financial Services was the only new entrant among the Top 10 categories in Jan-Jun’22. The Top 10 categories added 46% share of the Digital Ad Insertions.

The Top 10 Advertisers contributed 14% share of the Ad Insertions in Digital. Eight among the Top 10 Advertisers were new entrants in Jan-Jun’22. Amazon Online India and Grammarly Inc maintain their top 2 positions in Jan-Jun’21-22.

The Top 10 Brands contributed 11% share of the Digital Ad Insertions. During Jan-Jun’22, there were total 75 K+ brands present on Digital. Five of the Top 10 brands were from the Services sector. Amazon.in was the most advertised Digital brand in Jan-Jun’22, followed by Grammarly Keyboard.

Over 380 Categories registered positive growth in Jan-Jun’22. Properties/ Real Estates had the biggest rise in Ad Insertions among the growing categories, followed by Software during Jan-Jun’22. compared to Jan-Jun’21. In terms of growth %, Ecom-Financial Services category witnessed the highest growth % among the Top 10, that is, 4.7X. Five of the Top 10 growing categories belonged to the Service sector.

Over 43K advertisers and 55K+ brands exclusively advertised during Jan-Jun’22, compared to Jan-Jun’21. In comparison to Jan-Jun’21, Head Digital Works and A23 ranked first among exclusive advertisers and brands in Jan-Jun’22.

Among the leading Web publishers in Jan-Jun’22, YouTube alone had 24% share of the Ad Insertions. It is followed by Rediff.com ranking second among the leading publishers’ list in terms of advertising during Jan-Jun’22.

Desktop Display topped with 42% share of Digital Ad Insertions during Jan-Jun’22, followed by Mobile Display in the 2nd position with 29% share. Ad Network was the most popular method for promoting Ads on Digital platforms, accounting for 57% of the total Ad Insertions, followed by Programmatic method with 25% share in Jan-Jun’22.

HTML5 ads grabbed the highest Insertions (45%) on Digital, followed by Banner with 32% share. Video followed in 3rd position, accounting for 23% share in Jan-Jun’22.