YouTube top publisher with 13% share of digital advertising in Jan-Jun’21: TAM AdEx

Ad insertions on Digital rebounded in Jan-Jun’21, with a strong growth of 55% over Jan-Jun’20. Ad insertions on Digital had seen a drop of 41% in Jan-Jun’20 over Jan-Jun’19 due to the pandemic. YouTube was the top Publisher with 13% share of Digital advertising in Jan-Jun’21. This was revealed by TAM AdEx in its overview of digital advertising in H1 2021.

Mar’20 and Mar’19 recorded the highest share of Digital Ad Insertions, while in H1’21, the month of June had highest share of Digital Ad Insertions. In H1’20, Digital Ad Insertions recovered with rise of 15% in Jun’20 over May’20. Jun’21 registered a hike of 43% in Digital Ad Insertions over Feb’21.

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H1’21 registered highest number of Categories, Advertisers and Brands compared to H1’19 and H1’20. There were 545+ categories, 44,300+ advertisers and 51,800+ brands in H1’21.

The top 5 sectors remained unchanged in H1’21 compared to H1’20. The Services sector topped with 44% share of Digital Ad Insertions during Jan-Jun’21, followed by Computers with a share of 11%. Education was a tad below with a 10% share. The Retail sector entered in the list of top 10 sectors at No. 8, with a jump of 5 ranks.

Five out of the top 10 categories on Digital medium belonged to the E-Commerce sector. Ecom-Media/ Ent./ Social Media category topped during Jan-Jun’21 with 8% share of Ad Insertions. Ecom-Gaming moved up by 7 ranks to achieve 3rd rank, replacing Corporate-IT. Multiple Courses category was the new entrant in the Top 10 categories’ list.

There were 345+ growing categories during Jan-Jun’21 over Jan-Jun’20. Ecom-Gaming among Categories saw the highest increase in Ad Insertions with a growth of 2x, followed by Ecom-Media/ Ent./ Social Media with 63% growth during Jan-Jun’21 over Jan-Jun’20. In terms of growth percentage, Rental Services category witnessed the highest growth percentage among the Top 10, that is, 176x increase in Jan-Jun’21 over Jan-Jun’20.

Over 46,600 advertisers were present during Jan-Jun’21. Amazon Online India topped the list during Jan-Jun’21, followed by Grammarly Inc. The Top 10 advertisers together added 16% share of the Digital Ad Insertions.

Over 53,500 brands were present during Jan-Jun’21. The Top 10 brands contributed 14% share of the Digital ad insertions during H1’21. Amazon Online India and its brand, Amazon.in, hold the 1st position in the top list of advertiser and brands during 2021 and 2020.

Over 36,000 exclusive advertisers and 42,400 exclusive brands advertised during Jan-Jun’21, compared to Jan-Jun’20. Eterno Infotech and Josh App were the top exclusive advertiser and brand, respectively, during Jan-Jun’21.

YouTube was the top Publisher with 13% share of Digital advertising in Jan-Jun’21. Rediff.com topped the list during Jan-Jun’21, followed by Indianexpress.com. Other publishers featuring in the Top 10 list include: Indianexpress.com, TimesofIndia. Com, Meaww.com, Moneycontrol.com, Yahoo.com, Eenadu.com, Carzoom.com, Business-standard.com, Financialexpress.com.

Desktop Display topped with more than half of Digital Ad Insertions during Jan-Jun’21. The Ecom-Media/ Ent./ Social Media category led on all Digital platforms except Desktop Display. Amazon Online secured its place among the Top 5 advertisers in Mobile Video, Desktop and Mobile Display Platforms.

With 58% share of ad insertions, transactions via Ad Network were the most utilised for advertising on Digital platforms during Jan-Jun’21. The Top 3 transaction methods together added more than 85% share of ad insertions during Jan-Jun’21.

Among the Creative Types, Banner ads bagged highest insertions on Digital with 51% share, followed by HTML5 ads with 34% share in Jan-Jun’21.