Digital Advertising Grew Over 2X In H1 2022 In India: Report

Digital advertising continues to grow in the country, with the medium retaining its growth momentum in the first half of 2022 as well. During the January-June 2022 period, digital ad insertions surged 109% compared to the same period last year, according to a report by TAM Media Research.

The services sector had a 46% share in ad insertions on digital platforms, followed by education with 13%. The top two sectors together accounted for more than 55% share of ad insertions on digital media, it said.

Among the leading sectors, six out of the top ten categories were from the services sector. While the ‘properties or real estate’ category acquired the leading position, ecommerce-financial services was the new entrant in the chart of top ten categories. 

During this period, Amazon India and Grammarly Inc retained the top two positions among top 10 advertisers and together accounted for 14% share of ad insertions on digital media. Google and Flipkart were among the other advertisers on the top ten chart, the report said.

Over 75,000 brands advertised through digital media during the period. The report added that Amazon.in was the most advertised digital brand, followed by Grammarly Keyboard. 

In addition, YouTube alone had 24% share of ad insertions among all the leading web publishers, followed by Rediff.com. 

According to another report, GroupM’s TYNY 2022, India is emerging as the largest advertising market in the world in 2022, with digital media set to take over traditional TV media for the first time ever this year in terms of ad spend. The digital media is estimated to become the lead media with an estimated share of 45%, driven by 33% growth during the year.

Advertising on ecommerce sites and platforms, the rise of influencers, short-format videos and OTT platforms witnessed growth in 2021, which would continue in 2022 as well, the Group M report added.

The digital advertising industry reached a market size of INR 21,353 Cr in 2021 from INR 15,782 crore in 2020 in India. It is estimated to grow to INR 35,809 crore by 2023, according to a report by advertising agency dentsu India.

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