Digital advertising up 52% in 2022; garners 62K exclusive advertisers: TAM AdEx
Digital Ad Insertions saw a rise of 52% in Y 2022 over Y 2021. Looking at the digital ad insertion for the last five years, Y 2022 witnessed 58% growth over Y 2018.
During the year 2022, the Services sector had 45% share of the Digital Ad Insertions, retaining its 1st position. It was followed by Education in the 2nd position with 12% share, and Computers in the 3rd position with 11% share. The Top 2 sectors together added more than 55% share of the Ad Insertions on Digital. Building, Industrial & Land Materials was the new entrant in the Top 10 sectors in Y 2022 as compared to Y 2021.
Ecom-Online Shopping ascended to the 1st rank during Y 2022 as compared to Y 2021. Coaching/ Competitive Exam Centre and Ecom-Financial Services were the new entrants in the Top 10 categories in Y 2022. The Top 10 categories added 45% share of the Digital Ad Insertions. Six out of the Top 10 categories were from the Services sector.
The Top 10 Advertisers contributed 14% share of the Ad Insertions in Digital. Seven among the Top 10 Advertisers were new entrants in Y 2022. Amazon Online India and Grammarly Inc retained their 1st and 2nd positions, respectively, during Y 2022 as compared to Y 2021. Samsung India Electronics not only moved to the 3rd rank in Y 2022, but also was a new entrant in the Top 10 list of Advertisers.
The Top 10 Brands contributed 11% share of the Digital Ad Insertions. Six of the Top 10 brands were from the E-Commerce sector. Amazon.In ascended to the 1st position during Y 2022, whilst Grammarly Keyboard descended to the 2nd position. During Y 2022, there were total 110K+ brands present on Digital.
Over 390 Categories registered positive growth in Y 2022. Among the growing categories, Cellular Phones-Smart Phones saw the highest increase in Ad Insertions, with growth of 2.9x, followed by Coaching/ Competitive Exam Centre with 2.1x growth during Y 2022 compared to Y 2021. In terms of Ad insertion growth, Ecom-Online Shopping category witnessed highest growth among the Top 10, that is, 69%. Five of the Top 10 growing categories belonged to the E-Commerce sector.
Over 62K advertisers exclusively publicised during Y 2022 compared to Y 2021. Five of the Top 10 exclusive brands belonged to the E-Commerce sector. Boxinternet topped the list of exclusive advertisers.
Among Web Publishers, YouTube alone had 26% share of the Digital Ad Insertions in Y 2022. Excluding YouTube, Rediff.com is the leading publisher in terms of advertising during Y 2022. NDTV News - India ascended to the 3rd position, followed by Zeenews.india.com, Indianexpress.com in Y 2022.
Desktop Display topped with 42% of Digital Ad Insertions during Y 2022, 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 51% of the total Ad Insertions, followed by Programmatic method with 27% share in Y 2022.
HTML5 ads grabbed the highest Insertions (43%) on Digital, followed by Banner with 32% share. Video secured 3rd position with 25% share in Y 2022.
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