Programmatic ads dominate with 88% share in 2024, reveals TAM AdEx report – Brand Wagon News

Digital medium witnessed an increase in ad impressions by eight percent in Jan-Jun 2024, compared to Jan-Jun 2022, revealed TAM AdEx report. Additionally, it was also found that the period between Jan-Jun 24 saw an increase of three percent compared to the same period in 2023. 

The report also revealed that services sector retained its top position with 51% share. Banking/Finance/Investment ranked second with a seven percent share. Telecom products, personal products and corporate/brand image are the three new entrants in the top 10 list of sectors. Furthermore, Ecom-Other Services ranked first with a seven percent share of ad impressions during Jan-Jun 2024 as compared to same period of last year. According to the report, cellular phones-smart phones and cars were the new entrants in the top 10 categories while top 10 categories together represented 47% share of digital ad impressions. 

There were more than 98,600 exclusive advertisers present int he digital and more than 1850 common advertisers between TV and digital mediums. Grammarly Inc topped in the category of top 10 exclusive advertisers with Adobe Online India coming second, while Amazon Online India ranked first in top 10 common advertisers with Hindustan Unilever ranking second. 

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During January to June 2024, the Ecom-Other Services category led the Top 10 growing categories list in terms of ad impression growth compared to the same period in 2023, according to the report. Among the top 10 categories, Retail Outlets-Home/Interiors/Furniture experienced the highest percentage growth at 3.4 times, followed by the Corporate-Auto category with 3.3 times growth. Facebook emerged as the leading web publisher, followed by Twitter, while YouTube and Cricbuzz Cricket Scores & News topped the list of the leading apps for ad impressions. Display advertising dominated digital platforms with a 78% share of ad impressions. Programmatic advertising was the preferred method for digital ads, accounting for 88% of total ad impressions, followed by the Programmatic/Ad Network method at four percent.

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