Over 99K advertisers were present on Digital medium during 2023: TAM Media

Digital saw an exceptional rise of almost 4x in Y 2023 over Y 2019. Also, Y 2021 and Y 2022 witnessed massive growth 2x and 3x in terms of ad impressions, respectively, over Y 2019. Compared to Y 2022, there was increase in ad impressions by 31% in Y 2023 on the Digital medium. This was revealed in TAM Media’s ‘A Pixelated View into Digital Advertising Trends for Y 2023’ report.

As per the report, in Quarterly Trends, Q’4 of Y 2023 observed a significant growth of 71% compared to Q’1 of Y 2023. Additionally, both Q’2 and Q’3 of Y 2023 witnessed growth in ad impressions by 60% and 43%, respectively, over Q’1 of Y 2023.

The highest share of Digital ad impressions was observed in Nov’23, that is, 11.5%, whereas, Feb’23 had the lowest ad impression share of 5.4%.

Both Services and Computers Sectors retained their 1st and 2nd positions, respectively, during Y 2023 over Y 2022. During Y 2023, Telecom Products and Corporate/ Brand Image were the new entrants compared to Y 2022 in Top Sectors and secured 7th and 9th positions, respectively. The Top 2 Sectors added more than 55% share of ad impressions on Digital medium.

Together, the top 10 categories added 48% share of ad impressions. Six out of the Top 10 categories were from the Services Sector. Ecom-Media/ Entertainment/ Social Media was the leading category with 11% share of the ad impressions in Y 2023. Corporate-IT and Cellular Phones-Smart Phones were the new entrants in the Top Categories in Y 2023 over Y 2022.

The Top 10 Advertisers contributed 16% share of the ad impressions in Digital. Amazon Online India maintained its 1st position in the Top Advertisers list during Y 2023 over Y 2022. In Y 2023, Google descended to the 6th position, compared to its 2nd position in Y 2022. Five among the Top 10 Advertisers were New Entrants in Y 2023. More than 99K advertisers were present on Digital medium during Y 2023.

The Top 10 Brands contributed 12% share of the Digital ad impressions. Eight of the Top 10 Brands were from the Services Sector. Out of the Top 10 Brands present in Y 2023, five were New Entrants. Amazon.In ascended to the 1st position and became the leading brand in Y 2023 compared to its 3rd position in Y 2022. Among the Top brands, three belonged to Amazon Online India. SquareX.Com was an exclusive brand in Y 2023 and secured 8th position compared to Y 2022.

Over 270+ Categories registered positive growth in Y 2023. In terms of highest increase in Ad Impressions, Ecom-Other Services category topped with 90% increase in Y 2023 compared to Y 2022 followed by Ecom-Media/ Entertainment/ Social Media with 57% increase.

Over 58 K+ advertisers exclusively publicised during Y 2023 compared to Y 2022. SquareX was the top Exclusive Advertiser in Y 2023 on the Digital medium.

Among Web Publishers, Twitter.com had the highest share of ad impressions of 31% in Y 2023. YouTube was placed second with a share of 18%, followed by Aaj Tak in the third position with a 3% share. During Y 2023, the top 5 Web Publishers had 25% share of the ad impressions.

Twitter Display topped with 31% share of the Digital ad impressions during Y 2023, followed by In APP Display on 2nd position with 17% share. Programmatic was the most popular method for promoting Ads on Digital platforms, accounting for 78% of total ad impressions, followed by Ad Network method with 11% share in Y 2023.

Video ads grabbed the highest Impressions (33%) on Digital, followed by Single Image Ads with 29% share.