X most utilised publisher to push ads on digital in Q1CY24: TAM
According to the TAM Digital AdEx report, the digital medium witnessed growth in ad impressions by 52 percent in the January -March’24 quarter as compared to the same quarter last year.
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The micro-blogging platform, X stood as the leading publisher in the January-March'24 (Q1CY24) quarter with a 39 percent share of ad impressions, claimed the latest TAM Digital AdEx report. Also, the most popular way for pushing ads on digital platforms was Twitter Display with 39 percent of all ad impressions.
The digital medium witnessed growth in ad impressions by 52 percent in the January quarter as compared to the same quarter in 2022. Whereas, ad impressions for digital advertising observed a de-growth of 1 percent in QCY23 over Q1CY22. Additionally, the report said, ad impressions saw a growth of 54 percent in Q1CY24 as compared to the same quarter last year.
Leading advertisers
The top 10 sectors together covered 83 percent share of ad impressions with services dominating the list, followed by banking/finance/investment, computers, and auto.
Compared to the Q1CY23, the top five sectors maintained their respective ranks in the Q1CY24. Corporate/brand image, media and personal healthcare entered the top sectors during the January quarter this year, as compared to the same quarter last year.
The top 10 categories included e-commerce, media and entertainment, cellular phones, software, gaming, financial services, corporate/brand image, cars and travel and tourism. Together, the top 10 categories added a 53 percent share of ad impressions.
That apart, more than 21,000 advertisers and over 28,000 brands exclusively advertised during the QCY24 quarter compared to Q1CY23. This included Serum Institute of India, Odisha Tour and Travels, and Ministry of Development of North East, among others.
Rise of YouTube
In the Q1CY24 quarter, X alone had a 39 percent share of ad impressions. Interestingly, excluding X, YouTube.com was the leading publisher during Q1CY24 as compared to Q1CY23.
Meanwhile, X Display was the leading digital platform with a 39 percent share of ad impressions during Q1CY24 followed by in-app display with a 17 percent share. Programmatic was the most popular method for promoting ads on digital platforms adding 85 percent of total ad impressions, followed by ad network method with a 6 percent share in Q1CY24
In terms of creatives, single image ads had the highest impressions share (36 percent) on digital, followed by video with 30 percent impressions share during Q1CY24, according to the report.
