E-Commerce sector’s digital ad volumes up 34% in 2023 over 2022: TAM Media

Ad impressions for the E-Commerce Sector on Digital reflected a massive growth of 34% in Y 2023 over Y 2022, as per TAM Media’s report, with Amazon Online India continuing to be the top advertiser with 13% share of the ad impressions.

However, ad volumes of the E-Commerce Sector saw degrowth on Television, Print and Radio.

Television

The E-Commerce sector has seen a notable increase in ad volumes since 2019, with 2021 marking the peak growth at 56% above 2019 levels. In 2023, there was still a modest growth of 6% over 2019. However, when compared to 2022, 2023 experienced a significant decline of 24% in ad volumes. Analyzing the quarterly trends of 2023, this sector observed growth in Q2 and Q3 by 7% and 10%, respectively, over Q1, whereas Q4 saw an 8% decrease from Q1.

Amazon Online India remained the top advertiser in the E-Commerce sector during 2023, maintaining its lead from 2022. Collectively, the Top 10 advertisers in 2023 accounted for a substantial 50% of the TV ad volumes. Notably, Reliance Jio Infocomm, One97 Communications, and People Interactive made significant strides, securing spots in the Top 10 list for 2023 compared to 2022.

In 2023, Jiocinema App made a remarkable leap to the 1st position, capturing 9% of the ad volumes, a significant rise from its 48th position in 2022. Conversely, Amazon.in dropped to the 4th position in 2023 after leading the rankings in 2022. On TV, four OTT brands broke into the Top 10 list of E-Commerce sector in 2023 compared to 2022. The Top 10 brands collectively added 48% share of ad volumes.

Print

Ad space in print for the E-commerce sector saw significant growth in 2021 and 2022, with increases of 46% and 62%, respectively, compared to 2019. However, both 2020 and 2023 experienced declines in ad space, with reductions of 18% and 2%, respectively, relative to 2019. Additionally, in 2023, ad space for the e-commerce sector decreased by 40% compared to 2022. Indexed ad space for the second, third, and fourth quarters of 2023 fell by 13%, 44%, and 21%, respectively, compared to the first quarter of the same year.

After ranking 15th in 2022, Aura Services N V ascended to the 1st position in 2023, capturing a 9% share of ad space. Conversely, Reliance Retail shifted to the 6th position in 2023, down from its 1st position in 2022. Among the Top 10 advertisers, 7 were new entrants in 2023 compared to 2022. Collectively, the Top 10 advertisers accounted for a 50% share of ad space.

Lotus365.Com was the top E-Commerce brand with 9% share of the ad space during Y 2023. Total 6 brands made headway in the Top 10 brand list during Y 2023 over Y 2022. 11exch.Com was the only exclusive brand from E-Commerce Sector during Y 2023 over Y 2022. The Top 10 brands had a combined share of 43% in Y 2023.

Radio

Ad volumes on Radio for the E-Commerce sector increased by 1% in 2022 compared to 2019. However, 2020, 2021, and 2023 saw declines of 46%, 38%, and 52%, respectively, compared to 2019. Additionally, there was a 53% decrease in ad volumes on Radio in 2023 compared to 2022. The second quarter of 2023 experienced a 1% growth in Radio ad volumes, but the third and fourth quarters saw declines of 18% and 35%, respectively, compared to the first quarter of 2023.

Reliance Retail was the top Advertiser on Radio for E-Commerce Sector with 8% share of ad volumes in Y 2023. During Y 2023, Ananda Offset and Straybox were exclusive advertisers on Radio compared to Y 2022. Out of the Top 10 advertisers displayed above, 5 of them were new entrants during Y 2023 over Y 2022. The Top 10 advertisers covered 41% share of ad volumes on Radio.

Mirchi Plus remained the leading brand on Radio with 16% share of ad volumes during Y 2023 over Y 2022. Friendsdigital.Com was the only exclusive brand present in the Top 10 list from E-Commerce Sector in Y 2023 over Y 2022. There were total 5 new entrants from E-Commerce Sector in the above displayed list in Y 2023 compared to Y 2022. The Top 10 brands collectively added 54% share of ad volumes.

Maharashtra dominated the top states for E-Commerce Sector advertising with 22% share of the ad volumes in Y 2023. The Top 5 states for E-Commerce Sector advertising added 62% share of the ad volumes.

Digital

Ad impressions on Digital for E-Commerce Sector have remarkably increased over the period of Y 2021 to Y 2023. There was growth of almost 3x, 4x, and 5x during Y 2021, Y 2022 and Y 2023, respectively, compared to Y 2019. But, ad impressions in Y 2020 decreased by 64% over Y 2019. For E-Commerce Sector, there was growth of 34% in ad impressions during Y 2023 over Y 2022. While analyzing quarterly trends of Y 2023, a significant growth of 89%, 80% and 2x was seen in Q’2, Q’3 and Q’4, respectively, over Q’1.

On Digital, Amazon Online India retained its 1st position with 13% share of the ad impressions in Y 2023 over Y 2022. Squarex and ROQ Technology were exclusive advertisers from E-Commerce Sector during Y 2023 over Y 2022. Also, there were 4 new entrants in the Top 10 advertisers in Y 2023 over Y 2022. Together, the Top 10 advertisers had 27% share of the ad impressions on Digital.

The Top 10 brands together accounted for 24% share of the ad impressions, with Amazon.in leading the list in Y 2023. Sqrx.Com and ROQ.Ai were exclusive brands on Digital from E-Commerce Sector during Y 2023 over Y 2022. Among the Top 10 brands, 4 of them were new entrants in Y 2023 over Y 2022.

Programmatic secured 1st position with 86% share of transaction method for Digital advertising of the E-Commerce Sector in Y 2023. Programmatic and Ad Network transaction methods together added 93% share of the ad impressions.