Digital ad impressions grew by 7% in 2024: TAM AdEx report

According to TAM AdEx’s digital advertising report, ad impressions on digital medium increased by almost 12.7 times in 2024 compared to 2020. Also, compared to 2023, there was an increase in ad impressions by 7% in 2024 on digital. In quarterly trends, the Q2 of 2024 observed a growth of 9% compared to Q1 of 2024.

Services was the leading sector with 49% share of ad impressions followed by banking/finance/investment with a share of 6%. Together, the top two sectors added over 55% of ad impressions on digital. During 2024, personal healthcare and telecom products were the only two new entrants in the Top 10 list and secured 8th and 9th position respectively.

Among the service sector, ecomm-other services was the leading category with 12% share of ad impressions, followed by online shopping with 10%. Cellular Phones-Smart Phones was the only new entrant in the top categories.

Top advertisers

The top exclusive advertisers (Present in Digital and not on TV) of the year were Amazon Online India (3%), Karma Shopping (2%), Flipkart (2%), Samsung India Electronics (1%), Maruti Suzuki India (1%), Home Interior Designs E-Commerce (1%), Reliance Retail (1%), Exness Global (1%), Google (1%) and Serum Institute of India (1%).

Top platforms

Twitter Display topped with 33% of Digital ad impressions during 2024 followed by In APP Display with 18% share. Programmatic was the most popular method for promoting ads on digital platforms, accounting for 88% of total ad impressions, followed by Ad Network method with 4% share in 2024. Single Image ads grabbed the highest impressions (55%) on digital, followed by Video Ads with 23% share.