TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf

A Pixelated view into
Digital Advertising Trends
for Y 2023
SOURCE: ADEX INDIA
A DIVISION OF TAM MEDIA RESEARCH

Contents
Monthly Share of Digital Ad
Impressions
Leading Sectors, Categories,
Advertisers and Brands on Digital
Growing Categories and Exclusive
Advertisers
01
02
03
04
Trend of Impressions on Digital
Web Publishers Digital Platforms,
Transaction Methods and Creative Types
05

Highlights
06
07
08
09
01
02
03
04
10
05
Digital saw an exceptional rise of almost 4
Times in Y 2023 over Y 2019.
In Quarterly Trends, there was surge of 71% in
ad impressions during Oct-Dec’23 over Jan-
Mar’23.
Nov’23 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 Services
Sector leading the list.
SquareX ranked first among exclusive
advertisers in Y 2023.
During Y 2023, Twitter.com secured 31%
share of ad impressions and YouTube had 18%
share.
Programmatic was the most popular method
for promoting Ads on Digital platforms with
78% of total ad impressions.
Video ads grabbed highest ad impressions
(33%) on Digital closely followed by Single
Image Ads with 29% share.
In Categories, Ecom-Media/Entertainment/Social
Media retained its 1st position during Y 2023 over
Y 2022.
Corporate-IT and Cellular Phones-Smart
Phones were new entrants in Top Categories
during Y 2023 over Y 2022.

Digital Ad Impressions increased by 3.9 times in Y 2023 over Y 2019
100
35
197
301
395
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in Ad Impressions
Index: Y 2019=100
 Ad impressions on Digital medium increased by almost 4 Times in Y 2023 over Y 2019. Also, Y 2021 and Y 2022 witnessed
massive growth 2 folds and 3 times 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 Digital medium.
 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
& Q’3 of Y 2023 witnessed growth in ad impressions by 60% & 43% respectively over Q’1 of Y 2023.
100
160
143
171
Jan-Mar'23 Apr-Jun'23 Jul-Sept'23 Oct-Dec'23
Quarterly Trends in Music : Y 2023
Source: TAM AdEx Period : Y 2019 to Y 2023
Note: Figures are based on Ad Impressions for Digital;

Monthly Share of Digital Ad Impressions: Y 2023
Source: TAM AdEx Period : Jan-Dec’23
 The highest share of Digital ad impressions was observed in Nov’23 i.e. 11.5%. Whereas, Feb’23 had the lowest ad
impression share of 5.4%.
6.1%
5.4%
5.9%
9.5% 9.4%
9.0%
7.7%
9.0%
8.2%
10.4%
11.5%
7.9%
Jan'23 Feb'23 Mar'23 Apr'23 May'23 Jun'23 Jul'23 Aug'23 Sep'23 Oct'23 Nov'23 Dec'23

 Both Services and Computers Sectors retained their 1st and 2nd positions 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 & 9th positions respectively.
 The Top 2 Sectors added more than 55% share of ad impressions on Digital medium.
Leading Sectors: Services Sector retained its 1st position in Y 2023
Source: TAM AdEx
1
2
4
3
6
5
11
9
13
8
Others 9%
Rank in Y 2022
Period : Y 2023
Rank Top Sectors Y 2023
1 Services 50%
2 Computers 9%
3 Banking/Finance/Investment 6%
4 Education 5%
5 Auto 4%
6 Food & Beverages 3%
7 Telecom Products 2%
8 Personal Accessories 2%
9 Corporate/Brand Image 2%
10 Retail 2%

1
2
3
4
5
6
7
9%
7%
5%
4%
3%
3%
8
9
2%
2%
2%
10
11% 1
4
5
3
15
2
8
10
12
6
Rank in Y 2022
Next 40 Categories 29%
 Ecom-Media/Entertainment/Social Media was the leading category with 11% share of ad impressions in Y 2023.
 Corporate-IT and Cellular Phones-Smart Phones were the new entrants in Top Categories in Y 2023 over Y 2022.
 Together, the top 10 categories added 48% share of ad impressions.
Leading Categories : 6 Out of Top 10 categories were from Services Sector
Source: TAM AdEx Period : Y 2023
Top 10 Categories : Y 2023 [580+]
Ecom-Media/Entertainment/Social Media
Ecom-Other Services
Ecom-Online Shopping
Ecom-Gaming
Corporate-IT
Software
Ecom-Financial Services
Cars
Cellular Phones-Smart Phones
Properties/Real Estates

Top 10 Advertisers (Y 2023): [99 K+] % Share
1. Amazon Online India 6%
2. Snapchat Inc. 2%
3. Samsung India Electronics 2%
4. Apple Computer India 1%
5. Flipkart.Com 1%
6. Google 1%
7. Bolster Creative 1%
8. Playgames 24*7 1%
9. Facebook Inc. 1%
10. Hewlett Packard Enterprise Service 1%
 Amazon Online India maintained its 1st position in the Top Advertisers list during Y 2023 over Y 2022.
 In Y 2023, Google descended to 6th position compared to its 2nd position in Y 2022.
 More than 99K advertisers were present on Digital medium during Y 2023.
Leading Advertisers: 5 among the Top 10 Advertisers were New Entrants in Y 2023
Top 10 Advertisers contributed
16% share of Ad Impressions in
Digital

Rank Top 10 Brands (Y 2022): [121 K+]
1 Amazon.In
2 Snapchat
3 Amazon Prime Video
4 Flipkart.Com
5 Linktree
6 My11circle
7 Facebook.Com
8 SquareX.Com
9 Amazon Mini TV
10 Apple Macbook
 Amazon.In ascended to 1st position and became the leading brand in Y 2023 compared to its 3rd position in Y 2022.
 SquareX.Com was an exclusive brand in Y 2023 and secured 8th position compared to Y 2022.
 Out of the Top 10 brands present in Y 2023, 5 of them were New Entrants.
 Among the Top brands, 3 of them belonged to Amazon Online India.
Leading Brands: 8 of the Top 10 brands were from Services sector
Source: TAM AdEx
Top 10 Brands contributed 12%
share of Digital Ad Impressions
Period : Y 2023

Rank
Top 10 Growing Categories (Y 2023)
(based on highest increase in Ad Impressions) Growth
1 Ecom-Other Services 90%
2 Ecom-Media/Entertainment/Social Media 57%
3 Corporate-IT 4 Times
4 Ecom-Online Shopping 59%
5 Ecom-Financial Services 93%
6 Laptops/Notebooks 6 Times
7 Cellular Phones-Smart Phones 2 Times
8 Cars 84%
9 Corporate/Brand Image 2 Times
10 Two Wheelers 2 Times
 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.
Top Growing Categories : 270+ Categories registered Positive Growth

Rank Top Exclusive^ Advertisers (Y 2023): [58 K+]
1 SquareX
2 ROQ Technology
3 Joinfire.XYZ
4 Gundry MD
5 Luma Inc.
6 Developers
7 Best Deals In India
8 Khiladi.Com
9 Vivek Ramchandran
10 Serum Institute Of India
 58 K+ advertisers exclusively publicized during Y 2023 compared to Y 2022.
 SquareX was the top Exclusive Advertiser in Y 2023 on Digital medium.
Leading Exclusive^ Advertisers in Y 2023
Source: TAM AdEx
^ Present in Y 2023 and not in Y 2022
Period : Y 2023

Top 10 in others
 Among Web Publishers, Twitter.com had the highest share of ad impressions of 31% in Y 2023.
 During Y 2023, the top 5 Web Publishers had 25% share of ad impressions.
Leading Web Publishers - Y 2023: Twitter had the highest share of ad impressions of 31%
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital;
Twitter vs Other Publishers: Y 2023
1. Youtube.com 18%
2. Aajtak.in 3%
3. Cricbuzz.com 2%
4. India.com 1%
5. News18.com 1%
6. Espncricinfo.com 1%
7. Indianexpress.com 1%
8. Anandabazar.com 0.5%
9. Mxplayer.in 0.5%
10. Lokmat.com 0.4%
Twitter: 31%
Other Publishers: 27%
Period : Y 2023
Next 10 Web Publishers (excluding twitter) %Share

 Twitter Display topped with 31% of 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.
Leading Digital Platforms and Transaction Methods for Digital Advertising: Y 2023
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital; Period : Y 2023
Twitter
Display
31%
In APP
Display
17%
Mobile
Display
16%
Mobile
Video
13%
Others (4)
23%
78%
11%
6%
3%
2%
Programmatic
Ad Network
Programmatic/Ad Network
Programmatic Direct
Others (2)
Digital Platforms: Y 2023 Transaction Methods: Y 2023

 Video ads grabbed highest Impressions (33%) on Digital, followed by Single Image Ads with 29% share.
Creative types on Digital: Y 2023
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital;
Video Single Image Ads HTML5
33% 29% 19%
Period : Y 2023
Carousels
2%
Banner
18%

For any queries write to: taminsights@tamindia.com
Website Link: www.tamindia.com

TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf

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