According to TAM AdEx-Mirroring Year 2021, Digital Advertising witnessed exceptional rise of 60% in Ad Insertions during the year 2021 as compared to 2020.
2021 saw 4% growth in Digital Ad Insertions compared to 2018. Compared to combined average of first three quarters of 2021, fourth quarter witnessed 62% increase in Ad Insertions.
The last three months of 2021 saw a significant increase in Digital advertising, with Dec’21 being the month of highest ad insertions.
Among the Leading Sectors, Services retained its top spot with 46% share of Ad Insertions, followed by Computers with 11% share during the year 2021. Top 2 sectors together added more than 50% share of Ad Insertions on Digital. Retail, Personal Accessories and Personal Care/Personal Hygiene were the new entrants in Top 10 sectors list and Auto and F&B sectors observed positive rank shift. Retail sector moved up by 7 positions to enter the Top 10 chart.
Among the Leading Categories, Ecom-Media/Entertainment/Social Media retained its 1st position followed by Ecom-Online Shopping in the 2nd position during 2021 compared to 2020. Multiple Courses was the new entrant among the Top 10 categories in 2021. Top 10 categories added 44% share of Digital Ad Insertions. 5 Out of Top 10 categories were from Services sector.
In the Leading Advertisers category, Amazon Online India topped the list on Digital during both the years, 2020 and 2021. Grammarly Inc claimed the 2nd position. Zero1 Inc leaped to 3rd position in 2021 with a substantial rank shift over 2020. Top 10 Advertisers contributed 14% share of Ad Insertions in Digital. 6 among the Top 10 Advertisers were new Entrants in 2021.
In the Leading Brands category, Grammarly Keyboard claimed the top position on Digital in 2021 followed by Amazon.in at the 2nd position. There were total 90 K+ brands present in 2021. Top 10 Brands contributed 12% share of Digital Ad Insertions. 7 out of the Top 10 brands were from E-Com sector.
400+ Categories registered Positive Growth in the Top Growing Categories.
Among the growing categories, Software saw highest increase in Ad Insertions with growth of 2.6 Times followed by Ecom-Other Services with 2 Times growth during 2021 compared to 2020. In terms of growth %, Ecom-Jobs category witnessed highest growth % among the Top 10 i.e. 47 Times. Seven out of Top 10 growing categories belonged to Ecom sector.
54 K+ Advertisers & 66 K+ Brands Exclusively advertised during 2021 compared to 2020. In comparison to 2020, Visymo.com ranked first among Exclusive Advertisers and Brands in 2021. Five of the Top 10 Exclusive brands belonged to Ecom sector.
Among the Leading Web Publishers, YouTube alone had 16% share of Ad Insertions in the year 2021.
Excluding YouTube, Rediff.com maintained its position as the leading publisher in terms of advertising in 2021 compared to 2020. Indianexpress.com also stepped up by 2 positions to achieve 2nd rank from 4th rank as compared to 2020.
Desktop Display topped with 49% share i.e. almost half of Digital Ad Insertions in 2021 followed by Mobile Display on 2nd position with 32% share.
Ad Network was the most popular method for promoting Ads on Digital platforms, accounting for 61% of total Ad Insertions, followed by Programmatic method with 17% share in 2021. Ad Network method saw 19% rise in share during 2021 compared to 2020.
Banner ads grabbed highest Insertions (43%) on Digital closely followed by HTML5 with 40% share. Video followed on with 3rd position, accounting to 17% share in 2021.
