Over 98,600 advertisers exclusively used the digital medium during the first half of the year, compared to television, according to the TAM AdEx half-yearly report for January to June 2024. They included Grammarly, Adobe Software India, and Ikea Services (India).

Additionally, 1,850 advertisers were common to both TV and digital platforms, with brands such as Amazon, Hindustan Unilever, Reckitt Benckiser (India), Flipkart and Google making their presence felt across both mediums. Grammarly emerged as the leading exclusive advertiser across digital and Television media during January-June 2024.

Among the categories that showed the highest growth, e-commerce-other services expanded by 2.1 times compared to the same period in 2023. Cellular phones,smart phones registered a growth of 87%, while the retail outlets-home/interiors/furniture category saw an impressive 3.4 times growth, the highest among all categories. Corporate-auto also grew by 3.3 times over the previous year.

Facebook and X (formerly Twitter) emerged as the top web publishers, gaining an identical share of 34% ad impressions. YouTube accounted for 14%, maintaining its relevance in digital advertising. On the apps front, YouTube continued to lead with 38% of impressions, while Cricbuzz Cricket Scores & News followed at 16%. Other notable apps include Daily News, eBooks & Exam Prep, which claimed a 9% share.

Digital advertising recorded an 8% increase in ad impressions in the first half of 2024 compared to the same period in 2022. It also saw a 3% rise in impressions from the previous year, signalling consistent growth in digital ad engagement.

Maintaining its top position, the services sector commanded over half (51%) of all digital ad impressions.

Banking/Finance/Investment followed with a 7% share, while sectors such as Computers, Auto, and Education each contributed 5%. New entrants to the top 10 sectors in 2024 included Telecom Products, Personal Products, and Corporate/Brand Image.

E-commerce-related categories, particularly Ecom-Other Services, led the way with a 7% share of total ad impressions. The top six categories were dominated by service-oriented industries. Additionally, Cellular Phones-Smart Phones and Cars made their entry in the top 10 categories, showcasing the growing demand for technology and automotive advertising.