Mumbai: According to the latest TAM AdEx India report for the period Jan-Jun'24, digital ad impressions witnessed a significant eight per cent rise compared to the same period in 2022. The growth was fueled by increased advertising activity across various sectors, with the services sector leading the charge, contributing 51 per cent of the total ad impressions.

Ecom-Other Services took the top spot among categories, claiming seven per cent of total impressions during the period. Notably, programmatic advertising emerged as the dominant transaction method, accounting for a whopping 88 per cent share of total impressions.

Facebook led the list of web publishers with 34 per cent of the ad impressions, while YouTube dominated the app category with 38 per cent. Display ads ruled digital advertising, representing 78 per cent of total ad impressions in the first half of 2024.

Among advertisers, Grammarly Inc topped the exclusive advertisers' list on digital platforms, while brands like Amazon Online India and Hindustan Unilever were common across both TV and digital mediums. New entrants to the top categories included cellular phones, smart phones, and the auto sector, which saw a 47 per cent rise in impressions.

With over 98,600 exclusive digital advertisers and 1,850 common advertisers between TV and digital, the first half of 2024 shows the growing prominence of digital platforms in India’s advertising landscape.