Ad Campaigns
TAM AdEx report: Digital witnessed an increase in ad impressions by 33% in Jan-Jun’23
Mumbai: TAM AdEx India has recently released its half-yearly report (for the period Jan – Jun’ 23) on digital advertising.
The report brings out that the digital medium witnessed an increase in ad impressions by 33 per cent in Jan-Jun’23 compared to Jan-Jun’21. Also, Jan-Jun’22 witnessed a significant surge of 47 per cent compared to Jan-Jun’21.
Amongst the leading sectors, the services sector retained the top position with 46 per cent share of ad impressions during Jan-Jun’23 compared to Jan-Jun’22. The top two sectors (services and education) together added 54 per cent share of ad impressions on digital. Personal accessories and textiles/clothing were the only two new entrants in the top 10 list of sectors.
As per the report, out of the leading categories, seven out of the top 10 categories were from the services sector. Ecom-online Shopping was the leading category with seven per cent share of ad impressions during Jan-Jun’23. Multiple courses and cars were the new entrants in the top 10 categories during Jan-Jun’23 compared to Jan-Jun’22. The top 10 categories together accounted for 41 per cent share of digital ad impressions.
From a list of the top 10 exclusive and common advertisers between digital and TV mediums during Jan – Jun’23, Grammarly Inc. was the leading exclusive advertiser. There were 59k+ exclusive advertisers present in digital and 1800+ common advertisers between TV and digital mediums during Jan-Jun’23.
The report states that among the top growing categories, 240+ categories registered positive growth. Based on the difference in ad impression, ecom-online shopping leads the list of top 10 growing categories in Jan-Jun’23 over Jan-Jun’22. In terms of growth per cent, the rental services category witnessed the highest per cent growth among the top 10 i.e. 47 times followed by energy drink and hosiery with 46 times and eight times, respectively.
As per the list of leading web publishers and apps, YouTube (21 per cent) was the top web publisher in terms of ad impressions, followed by Aajtak.in (eight per cent) during Jan-Jun’23 compared to Jan-Jun’22. Whereas, YouTube & YouTube Music lead the list of top 10 apps in Jan-Jun’23.
From the leading digital platforms and transaction methods for digital advertising during Jan-Jun’23, mobile display was the leading digital platform with 28 per cent share of ad impressions, followed by in-app display with 23 per cent share. Programmatic was the most popular method for promoting ads on digital platforms, accounting for 63 per cent of total ad impressions, followed by the ad network method with 18 per cent share in Jan-Jun’23.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
