Mumbai: TAM AdEx India has released a report on digital advertising trends for 2023.

Ad impressions on digital medium increased by almost four times in 2023 over 2019. Also, 2021 and 2022 witnessed massive growth two folds and three times in terms of ad impressions respectively over 2019. Compared to 2022, there was increase in ad impressions by 31 per cent in 2023 on digital medium. In quarterly trends, Q’4 of 2023 observed a significant growth of 71 per cent compared to Q’1 of 2023. Additionally, both Q’2 & Q’3 of 2023 witnessed growth in ad impressions by 60 per cent & 43 per cent respectively over Q’1 of 2023.

The highest share of digital ad impressions was observed in Nov’23 i.e. 11.5 per cent. Whereas, Feb’23 had the lowest ad impression share of 5.4 per cent.

Both services and computers sectors retained their first and second positions during 2023 over 2022. During 2023, telecom products and corporate/brand image were the new entrants compared to 2022 in the top sectors and secured seventh & ninth positions respectively. The top two sectors added more than 55 per cent share of ad impressions on digital medium.

Ecom-media/entertainment/social media was the leading category with 11 per cent share of ad impressions in 2023. Corporate IT and cellular phones-smart phones were the new entrants in top categories in 2023 over 2022. Together, the top 10 categories added 48 per cent share of ad impressions.

Amazon Online India maintained its first position in the top advertisers list during 2023 over 2022. In 2023, Google descended to sixth position compared to its second position in 2022. More than 99K advertisers were present on digital medium during 2023. The top 10 advertisers contributed

16 per cent share of ad impressions in digital.

Amazon.in ascended to first position and became the leading brand in 2023 compared to its third position in 2022. SquareX.Com was an exclusive brand in 2023 and secured eighth position compared to 2022. Out of the top 10 brands present in 2023, five of them were new entrants. Among the top brands, three of them belonged to Amazon Online India. The top 10 brands contributed 12 per cent share of digital ad impressions.

In terms of the highest increase in ad impressions, ecom-other services category topped with 90 per cent increase in 2023 compared to 2022 followed by ecom-media/entertainment/social media with 57 per cent increase.

58 K plus advertisers exclusively publicized during 2023 compared to 2022. SquareX was the top exclusive advertiser in 2023 on digital medium.

Among web publishers, Twitter.com had the highest share of ad impressions of 31 per cent in 2023. During 2023, the top five web publishers had 25 per cent share of ad impressions.

Twitter Display topped with 31 per cent of digital ad impressions during 2023 followed by In APP Display on second position with 17 per cent share. Programmatic was the most popular method for promoting ads on digital platforms, accounting for 78 per cent of total ad impressions, followed by ad network method with 11 per cent share in 2023.

Video ads grabbed the highest impressions (33 per cent) on digital, followed by single image ads with 29 per cent share.