Twitter leading publisher in Jan-Mar’24 with 39% share of ad impressions: TAM

Advertising on Digital medium witnessed growth of 52% in Jan-Mar’24 compared to Jan-Mar’23. Whereas, ad impressions for Digital advertising observed de-growth of 1% in Jan-Mar’23 over Jan-Mar’22, as per.TAM Media’s report on Digital Advertising during January-March 2024. Additionally, when we compared ad impressions of Jan-Mar’24 with Jan-Mar’23, there was growth of 54%.

Services Sector retained its 1st position during Jan-Mar’24 over Jan-Mar’23, with a 51% share of the ad impressions. The Top 10 Sectors together covered 83% share of the ad impressions. Compared to Jan-Mar’23, the Top 5 Sectors maintained their respective ranks in Jan-Mar’24. Corporate/ Brand Image, Media and Personal Healthcare entered the top Sectors during Jan-Mar’24 over Jan-Mar’23.

Six out of the Top 10 categories belong to the Services sector. Ecom-Other Services ascended to the 1st position with 14% share of ad impressions in Jan-Mar’24 over Jan-Mar’23. Whereas, Ecom-Media/ Entertainment/ Social Media moved to the 3rd position in Jan-Mar’24 compared to its 1st position in Jan-Mar’23. Together, the Top 10 categories added 53% share of the ad impressions. Ecom-Financial Services, Corporate/ Brand Image and Travel & Tourism upheaved in the Top 10 Categories in Jan-Mar’24 over Jan-Mar’23.

Top 10 Advertisers contributed 29% share of the ad impressions in digital. Amazon Online India descended to the 3rd position in Jan-Mar’24 after dominating the advertiser’s list in Jan-Mar’23. Karma Shopping and Maruti Suzuki India were the new entrants during Jan-Mar’24 over Jan-Mar’23. Three exclusive advertisers were present in the Top 10 list during Jan-Mar’24 over Jan-Mar’23.

The Top 10 Brands contributed 26% share of the digital ad impressions. During Jan-Mar’24, there were more than 45K brands present on Digital, with Developers leading the list. Also, among the Top 10 brands, there were five new entrants during Jan-Mar’24 over Jan-Mar’23. Six of the Top 10 brands were from the Services sector.

Over 240+ Categories registered positive growth during Jan-Mar’24. Ecom-Other Services was the top growing category in terms of increase in impressions, followed by Ecom-Online Shopping in Jan-Mar’24 compared to Jan-Mar’23.

Over 21K+ advertisers and 28K+ brands exclusively advertised during Jan-Mar’24 compared to Jan-Mar’23.

Among leading web publishers, Twitter alone had 39% share of the ad impressions in Jan-Mar’24. Excluding Twitter, YouTube.Com was the leading publisher during Jan-Mar’24 with 15% share, compared to Jan-Mar’23.

Twitter Display was the leading Digital Platform with 39% share of ad impressions during Jan-Mar’24, followed by In APP Display with 17% share. Programmatic was the most popular method for promoting Ads on Digital platforms adding 85% of total Ad Impressions, followed by Ad Network method with 6% share in Jan-Mar’24.

Among creative types on Digital, Single Image Ads had the highest impressions share (36%) on Digital, followed by Video with 30% impressions share during Jan-Mar’24.