There has been a steady drop in ad insertions in digital in the past two quarters, states TAM’s AdEx – digital quarterly report. The July-September 2022 quarter reported a 13% drop while the April-June period saw a 7% fall over the January-March quarter 2022, media reports said.
TAM Media Research is a joint venture of Nielsen and Kantar and has been in India for the past 20 years. It is one of the two television audience measurement analysis firms in India. Besides measuring television viewership, TAM monitors advertising expenditure through its division AdEx India.
Among the leading web publishers, YouTube had a 26% share in ad insertions from July-September. Rediff.com was a distant second with a 2% share, followed by NDTV News India, and Zee News India.
According to the report, personal accessories and telecom products were the new entrants in the top 10 sectors’ list. Banking, finance, and the investment sector moved up the list.
From July to September, the services sector had a 44% share of ad insertions, followed by education (13%) and then computers (12%). The three sectors together had a nearly 70% share of ad insertions.
In the top 10 categories, eCommerce shopping moved up by one position to the top spot from July to September. Four out of 10 categories moved up the list during this period.
The top 10 categories added 47% share of digital ad insertions.
Among the leading advertisers, Amazon India maintained its top position in the July-September period and the previous quarter. Seven out of 10 advertisers moved up during this period. A total of 57,000 brands were present in digital from July to September.
The government had the biggest spike in ad insertions among the growing categories during the July-September period, followed by mobiles and smartphones. In terms of growth percentage, the corporate-durables category had the highest growth rate among the top 10—15.7 times.
Desktop display topped with a 41% share of digital ad insertions in July- September, followed by mobile display (29%).
Ad network was the most popular method for promoting ads on digital platforms, accounting for 51% of total ad insertions, followed by the programmatic method, with a 29% share.