TAM India Digital AdEx: 1,104 lakh digital ad insertions recorded Jan to June
YouTube has emerged as top publisher; rediff.com and timesofindia.indiatimes.com take next two spots
TAM India Digital AdEx has released its half-yearly report for the January to June 2019 period. As per the findings, total ad insertions on the digital space for this period were 1,104 lakh.
YouTube has emerged as the top publisher with 25 per cent of the share of digital advertising. The 2nd and 3rd spot have been taken by ‘rediff.com’ and ‘timesofindia.indiatimes.com’ with 1 per cent of the share.
In the leading sectors, it was services that topped with 45 per cent share of ad insertions, followed by education at 10 per cent, BFSI per cent, Auto at 4 per cent and media at 3 per cent.
In the categories, ‘Ecom-online shopping’ was the top category with 9% share followed by ‘Ecom-media/Entertainment/Social Media’ with 8% share, Real estate was 4%, Ecom- travel & tourism at 3% and Ecomm-other services was at 3%
Of the top advertisers ‘Amazon’ leads with 4 per cent, followed closely by Netflix at 3 per cent. Kieraya Furnishing solutions and Pilani Soft Labs were also at 3 per cent, Olx Inc had 2 per cent share.
The breakup for platforms for digital advertising was as follows - Desktop Display had the highest share of ad insertions covering nearly 41 per cent of the pie followed by ‘Mobile Display’ and ‘Desktop Video’ with 32 per cent and 17 per cent share respectively.
The direct method has been the most utilised transaction method on digital platforms with 62 per cent share of digital ad insertions. At 21 per cent programmatic was the 2nd-most utilised transaction method and ad network was at 16 per cent.
Lastly of the 3 types of creatives used on digital platform, ‘HTML5’ was used 43 per cent of times followed by ‘Banner’ at 30 per cent and 27 per cent of total digital ad insertions were shown through video content.
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