Mumbai: Tam Media Research has published a report called ‘Tam AdEx-A Pixelated view into Digital Advertising Trends for Y 2023’. Amazon Online India maintained its first position in the Top Advertisers list during 2023 over 2022. In 2023, Google descended to sixth position compared to its second position in 2022. More than 99K advertisers were present on the digital medium during 2023. 270+ categories registered positive Growth. 58 K+ advertisers exclusively publicised during 2023 compared to 2022.
Five among the top 10 advertisers were new entrants in 2023. Eight of the Top 10 brands were from the Services sector. Amazon.In ascended to first position and became the leading brand in Y 2023 compared to its third position in 2022. SquareX.Com was an exclusive brand in 2023 and secured eighth position compared to Y 2022. Out of the Top 10 brands present in 2023, five of them were new entrants. Among the Top brands, three of them belonged to Amazon Online India.
Moreover digital saw a rise of almost four times in 2023 over 2019. In quarterly trends, there was surge of 71% in ad impressions during Oct-Dec 2023 over Jan- Mar 2023.
Also, 2021 and Y 2022 witnessed growth 2 folds and 3 times in terms of ad impressions respectively over 2019. Compared to 2022, there was an increase in ad impressions by 31% in 2023 on the digital medium. In quarterly trends, Q4 of 2023 observed a growth of 71% compared to Q1 of 2023. Additionally, both Q2 and Q3 of 2023 witnessed growth in ad impressions by 60% and 43% respectively over Q1 of 2023.
November 2023 had the highest share of ad impressions i.e. 11.5% on digital medium. The top 10 sectors together accounted for 84% share of ad impressions with the services sector leading the list. SquareX ranked first among exclusive advertisers in 2023.
Corporate-IT and Cellular Phones-Smart Phones were new entrants in the top categories during 2023 over 2022. During 2023, Twitter.com secured a 31% share of ad impressions and YouTube had 18% share. During 2023, the top five Web Publishers had a 25% share of ad impressions.
Programmatic was the most popular method for promoting Ads on Digital platforms with 78% of total ad impressions. This was followed by Ad Network method with 11% share in 2023. Video ads grabbed the highest ad impressions (33%) on Digital closely followed by Single Image Ads with 29% share. In terms of categories, Ecom-Media/Entertainment/Social Media retained its first position during 2023 over 2022.
Both Services and Computers Sectors retained their first and second positions during 2023 over 2022. During 2023, Telecom Products and Corporate/Brand Image were the new entrants compared to Y 2022 in Top Sectors and secured seventh and ninth positions respectively. The top two sectors added more than 55% share of ad impressions on the digital medium. Together, the top 10 categories added 48% share of ad impressions.
