Digital sees 13% drop in ad insertions during Jul-Sep’22 over Jan-Mar’22: TAM AdEx

Digital medium saw a drop of 13% in ad insertions during Jul-Sep’22 over Jan-Mar’22, as per a TAM AdEx’s quarterly report on Digital Advertising during Jan-Sept’22. There was a continuous drop seen in Digital Ad Insertions during Apr-Jun’22 and Jul-sep’22, compared to Jan-Mar’22.

During Jul-Sep’22, the Services sector had a 44% share of Ad Insertions, followed by Education with 13% share. The Auto sector moved up by 3 positions to rank six position. Personal Accessories and Telecom Products were the new entrants in Top 10 sectors’ list, Banking/ Finance/ Investment sector observed positive rank shift. The Top 2 sectors – Services and Education – together added more than 55% share of Ad Insertions on Digital.

Ecom-Online Shopping category with 7% share ad insertions was on top during Jul-Sep’22. Software climbed to the 2nd place in Jul-Sep’22, a significant jump from Apr-Jun’22. Five out of Top 10 categories were from the Services sector. Four out of 10 categories observed positive rank shift in Jul-Sep’22 over Apr-Jun’22. The Top 10 categories added 47% share of Digital Ad Insertions.

Amazon Online India maintained its 1st position in Jul-Sep’22 over Apr-Jun'22. Seven out of 10 advertisers saw positive rank shift in Jul-Sep’22. Four among the Top 10 Advertisers were new entrants in Jul-Sep’22. The Top 10 Advertisers contributed 17% share of the Digital Ad Insertions.

Amazon.in was the most advertised Digital brand in Jul-Sep’22, followed by Grammarly Keyboard. Six of the Top 10 brands were from Services sector. During Jul-Sep’22, there were total 57 K+ brands present on Digital. The Top 10 Brands contributed 13% share of Digital Ad Insertions.

Social Advertisements-Government had the biggest rise in Ad Insertions among the growing categories, followed by Cellular Phones-Smart Phones during Jul-Sep’22, compared to Apr-Jun’22. In terms of growth %, Corporate-Durables category witnessed the highest growth % among the Top 10, that is, 15.7x. Over 270 Categories registered positive growth.

Boxinternet rated #1 among exclusive advertisers and brands in Jul-Sep'22, compared to Apr-Jun'22. Over 23K advertisers and 29K+ brands exclusively advertised during Jul-Sep’22, compared to Apr-Jun’22.

In terms of advertising, Rediff.com remained the leading publisher in Jul-Sep'22, excluding YouTube, which had a 26% share of the Ad Insertions.

In Jul-Sep’22, the most popular way for pushing ads on digital platforms was Ad Network, which accounted for 51% of all Ad Insertion s, followed by Programmatic method with 29% share in Jul-Sep’22. Desktop Display topped with 41% share of Digital Ad Insertions during Jul-Sep’22, followed by Mobile Display in the 2nd position with 29% share.

On Digital, HTML5 advertising received the most Insertions (44%), followed by Banner ads with 31% share in Jul-Sep’22. Video followed in the 3rd position with 25% share in Jul-Sep’22.