TAM AdEx’s semi-annual digital advertising preview in the first half of 21 revealed that Amazon Online India was at the top of the list of best advertisers from January to June 21, followed by Grammarly Inc. ‘Amazon Online India’ and its brand “Amazon.in” occupy the first position. in the list of the best advertisers and brands during the year 2021 and the year 2020. It also indicates that the ad insertions registered a decrease of 41% from January to June 20 compared to January to June 2019 , the main reason being the Covid-19 pandemic. Digital advertising insertions rebounded in January-June 21, with strong growth of 55% compared to January-June 20.
Mar’20 and Mar’19 recorded the highest share of digital ad insertions while in H1 21 June saw the highest share of digital ad insertions. In H1’20, digital ad insertions resumed with a 15 percent increase in June’20 compared to May’20. June 21 saw a 43% increase in digital ad insertions compared to February 21. S1 ’21 recorded the most categories, advertisers and brands compared to S1’19 and S1’20.
The service sector dominated with 44% of ad insertions between January and June 21, followed by computers with 11%. Retail entered the list of the top 10 sectors with a jump of 5 ranks. The Ecom-media, entertainment and social media category dominated from January to June 21 with an 8% share of ad insertions. Ecom-gaming has progressed by 7 ranks to reach 3rd place, replacing corporate-IT. The Multiple Course category was the newest addition to the top 10 category list.
Ecom games among categories saw the strongest increase in ad insertions with a 2-fold growth, followed by e-com media, entertainment and social media with a 63% growth between January-June 21 and January-June20 . In terms of percentage of growth, the rental services category saw the highest percentage of growth among the top 10, that is, a 176-fold increase in January-June 21 compared to January-June. 20.
More than 46,600 advertisers were present from January to June 21. Together, the top 10 advertisers added a 16% share of ad insertions. Amazon Online India, Grammarly Inc, ICICI Prudential Life Insurance Company, Gameskraft Technologies, Playgames 24 * 7, Dell Computer Corporation, Ketto Foundation, Nobroker Technologies Solutions, Ather Energy and SBI Life Insurance Company were the top 10 advertisers.
More than 36,000 exclusive advertisers and more than 42,400 exclusive brands announced between January and June 21 compared to January-June 20. Eterno Infotech and Josh App were respectively the best advertisers and exclusive brands from January to June 21. “Youtube. com ”was the top publisher with a 13% digital ad share in Jan-Jun 21. Rediff.com topped the list from Jan-Jun 21, followed by Indianexpress.com.
Desktop display topped by more than half of digital ad insertions between January and June 21. Category ecom-media, entertainment and social media tops on all digital platforms except desktop display. Amazon Online has secured its place among the top 5 advertisers on mobile video, desktop and mobile display platforms. Among creative types, banner ads recorded the highest digital insertions with a 51% share, followed by HTML5 ads with a 34% share in January-June 21.