Report: Digital Advertising Trend Increased By Over 2X In India In Q1 2022
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Digital advertising is still expanding in the country, and it will continue to do so in 2022's first half as well. According to a study by TAM Media Research, digital ad insertions increased 109% between January and June 2022 compared to the same time last year.
Education came in second with 13% of the total ad insertions on digital platforms, followed by the services sector with 46%. According to the report, the top two industries collectively accounted for more than 55% of ad insertions on digital media.
Six of the top 10 categories among the top sectors came from the services industry. While the category "properties or real estate" took the top spot, e-commerce-financial services were the newcomer to the list of the top ten categories.
The top two advertisers during this time were Grammarly Inc. and Amazon India, who collectively held 14% of the market share for ad insertions in digital media. The top ten advertisers also included Google and Flipkart, according to the survey.
During that time, more than 75,000 brands ran digital media advertisements. According to the survey, Grammarly Keyboard and Amazon.in were the two internet brands that received the most advertising. Additionally, among the top web publishers, YouTube alone had a 24% share of ad insertions, followed by Rediff.com.
Another report, GroupM's TYNY 2022, claims that India will overtake the United States as the world's largest advertising market in 2022, with digital media expected to surpass traditional TV media for the first time in terms of ad expenditure this year. With an expected 45% market share and year-over-year growth of 33%, digital media is predicted to overtake traditional media as the leading medium.
According to the Group M report, growth in 2021 will also be seen in 2022 for OTT platforms, influencer marketing, short-format videos, and e-commerce advertising.
In India, the market for digital advertising increased from INR 15,782 crore in 2020 to INR 21,353 crore in 2021. According to a survey by the advertising industry Dentsu India, it is expected to increase by INR 35,809 crore by 2023.
