1. Source: AdEx India (A Division of TAM Media Research)
Half Yearly Report: Jan-Jun’23
DIGITAL ADVERTISING

2. Highlights
06
07
08
09
01
02
03
04
10
05
Digital Medium witnessed increase in ad
impressions by 33% in Jan-Jun’23 compared to
Jan-Jun’21.
Services was the leading sector with 46%
share of ad impressions during Jan-Jun’23.
Ecom- Online Shopping was the leading
category with 7% share of ad impressions
during Jan-Jun’23.
Grammarly Inc. was the leading Exclusive
Advertiser among Digital and TV medium
during Jan-Jun’23.
YouTube leads the list of Web Publishers and
Applications in terms of ad impressions.
During Jan-Jun’23, YouTube alone had 21% of
ad impressions.
Mobile Display ascended to 1st position
with 28% share of ad impressions
during Jan-Jun’23 compared to Jan-
Jun’22.
In Transaction Methods, Programmatic
ascended to 1st position with 63% share of ad
impressions during Jan-Jun’23 compared to
Jan-Jun’22.
When we compared Advertisers of TV & Digital
medium, there were 59k+ Exclusive Advertisers
present in Digital & 1400+ Common Advertisers
between TV & Digital during Jan-Jun’23.
Rental Services Category witnessed growth by
47 Times during Jan-Jun’23 compared Jan-
Jun’22.

3. Ad Impression Trend: Digital witnessed 33% spike in Ad Impression
Source: TAM AdEx Period : Jan-Jun’21-23
 The digital ad impressions during Jan-Jun’23 increased by 33% compared to Jan-Jun’21.
 Also, Jan-Jun’22 witnessed a significant surge of 47% compared to Jan-Jun’21.
Note: Figures are based on Ad Impressions for Digital;
100
147
133
Jan - Jun'21 Jan - Jun'22 Jan - Jun'23
INDEXED GROWTH IN AD IMPRESSIONS
Index: Jan-Jun’21= 100

4.  Services sector retained its 1st position during Jan-Jun’23 compared to Jan-Jun’22.
 Top 2 sectors together added 54% share of ad impressions on Digital.
 Personal Accessories and Textiles/Clothing were the only two new entrants in the Top 10 list of Sectors.
Leading Sectors: Services Sector retained it’s 1st position during Jan-Jun’23
Source: TAM AdEx
1
3
5
2
7
4
11
8
17
9
Others 10%
Rank in Jan-Jun’22
Note: Figures are based on Ad Impressions for Digital;
Rank Top Sectors Jan-Jun’23
1 Services 46%
2 Education 7%
3 Banking/Finance/Investment 7%
4 Computers 6%
5 Auto 4%
6 Food & Beverages 4%
7 Personal Accessories 3%
8 Retail 2%
9 Textiles/Clothing 2%
10 Telecom Products 2%
Period : Jan-Jun’22-23

5. 1
2
3
4
5
6
7
7%
7%
4%
4%
3%
3%
8
9
2%
2%
2%
10
7% 5
1
3
4
2
24
6
13
9
7
Rank in Jan-Jun'22
Next 40 Categories 32%
 Ecom-Online Shopping ascended to 1st position with 7% share of ad impressions during Jan-Jun’23 compared to Jan-Jun’22.
 Multiple Coursers and Cars were the new entrants in the Top 10 Categories during Jan-Jun’23 compared to Jan-Jun’22.
 Top 10 categories together accounted for 41% share of Digital ad impressions.
Leading Categories: 7 out of the Top 10 categories were from Services sector
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital;
Top 10 Categories : Jan-Jun'23 [560+]
Ecom-Online Shopping
Ecom-Media/Entertainment/Social Media
Ecom-Gaming
Ecom-Other Services
Software
Multiple Courses
Properties/Real Estates
Cars
Ecom-Food/Grocery
Ecom-Financial Services
Period : Jan-Jun’22-23

6.  There were 59k+ exclusive advertisers present in Digital and 1800+ common advertisers between TV and Digital Mediums
during Jan-Jun’23.
Top 10 Exclusive & Common Advertisers between Digital & TV Medium:
Source: TAM AdEx Note: Rankings are based on Ad Insertions for Digital and TV Period : Jan-Jun’-23
Top 10 Exclusive Advertisers (Jan-Jun'23)
Grammarly Inc.
Kieraya Furnishing Solutions
Super Market Grocery Supplies
Interviewbit Software Services
CrowdStrike
Kalyani Charitable Trust
Tata AIG General Insurance Company
Snapchat Inc.
Go Daddy Operating Company
Government Of Uttar Pradesh
Top 10 Common Advertisers (Jan-Jun'23)
Reckitt Benckiser (India)
Hindustan Lever
Godrej Consumer Products
Cadburys India
Brooke Bond Lipton India
Coca Cola India
ITC
Procter & Gamble Home Products
Procter & Gamble
Ponds India
Common in Digital and TV
Present in Digital and not in TV

7. Rank
Top 10 Growing Categories (Jan-Jun'23)
(based on highest increase in Ad Impression) Growth
1 Ecom-Online Shopping 38%
2 Multiple Courses 3 Times
3 Cars 67%
4 Rental Services 47 Times
5 Two Wheelers 3 Times
6 Energy Drink 46 Times
7 Mutual Funds 74%
8 Hosiery 8 Times
9 Corporate-Financial Institute 70%
10 Banking-Services & Products 3 Times
 Based on difference in ad impression, Ecom-Online Shopping leads the list of Top 10 Growing Categories in Jan-Jun’23 over
Jan-Jun’22.
 In terms of growth %, Rental Services category witnessed highest pc growth among the Top 10 i.e. 47 Times followed by
Energy Drink and Hosiery with 46 Times and 8 Times respectively
Top Growing Categories: 240+ Categories registered Positive Growth
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital; Period : Jan-Jun’22-23

8.  YouTube was the leading Web Publisher followed by Aajtak.in during Jan-Jun’23 compared to Jan-Jun’22.
 Whereas, YouTube & YouTube Music leads the list of Top 10 APPs in Jan-Jun’23.
Leading Web Publishers & APPs : YouTube leads as Web Publication and Application in terms
of ad impressions
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital; Period : Jan-Jun’23
Top 10 Apps
Top 10 Web Publishers
02
01
Top 10 Web Publishers % Impression
http://youtube.com 21%
http://aajtak.in 8%
http://cricbuzz.com 2%
http://india.com 1%
http://news18.com 1%
http://espncricinfo.com 1%
http://indianexpress.com 1%
http://mxplayer.in 1%
http://ndtv.com 1%
http://lokmat.com 1%
Top 10 APPs % Impression
YouTube & YouTube Music 17%
Cricbuzz Cricket Scores & News 7%
Daily News, eBooks & Exam Prep 4%
Cricket Line Guru : Fast Live Line 4%
India News 1%
Aaj Tak 1%
Udayavani Kannada News 1%
The Navhind Times 1%
The Times of India News 0.4%
Tamil Dictionary - English - Tamil Translator 0.4%

9.  Mobile Display was the leading Digital Platform with 28% share of ad impressions during Jan-Jun’23 followed by In APP
Display with 23% share.
 Programmatic was the most popular method for promoting Ads on Digital platforms, accounting for 63% of total ad
impressions, followed by Ad Network method with 18% share in Jan-Jun’23.
Leading Digital Platforms and Transaction Methods for Digital Advertising: Jan-Jun'23
Source: TAM AdEx Note: Figures are based on Ad Impressions for Digital;
Mobile
Display
28%
In APP
Display
23%
In App
Video
19%
Mobile
Video
17%
Others (2)
14%
63%
18%
9%
5%
4%
Programmatic
Ad Network
Programmatic/Ad Network
Programmatic Direct
Others
Digital Platforms: Jan-Jun'23 Transaction Methods: Jan-Jun'23
Period : Jan-Jun’23

10. Ad Impression
Base: Analysis in the newsletter is based on ad impression
An ad impression is based on a user’s visit to a web publisher.
Annexure

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Website Link: www.tamindia.com