Over 96 Bn ad impressions delivered across India’s websites in Q3 2013- comScore

According to comScore’s recent release, India’s Online Display Ad Landscape, India is a very lucrative online market, and thereby with increasing Internet penetration, online advertising is evolving as well.

In Q3 2013, more than 96 Bn ad impressions were delivered across websites in India, with over 3900 advertisers running online ad campaigns in September itself. Almost 50% of the total Internet users in India are over 15 years of age, and make up the targets for these advertisements

Advertisers and Advertising portals

A majority of advertisements were done by those in online media, taking up 23% of the total online ads displayed in India, whereas multi-category (19%), retail (18%) and computers & technology (8%) advertisers followed.


Social media and online portals are the hottest platforms for advertisements, with taking up 39% and 15% shares in total impressions made. These were followed by services (14%) and entertainment (9%) sectors. Social networking forums like Facebook, Twitter, Youtube etc. offer various ad tools to reach a wide audience easily, and as indicated in this report, they are effective as well.

Top Advertisers in India

The Indian C2C advertisement site OLX has emerged out as the top advertiser in India in terms of both display ad spending and number of display ad impressions. This should come as good news for those who do use its free listing service.

OLX is succeeded by Amazon which recently entered the country, followed closely by Google and Jabong.


Impression trends across different categories

September 2013 saw a dip in impressions in the advertising categories of automotive, consumer goods, finance and retail as compared to the previous month. But the overall number of impressions were still higher than Q2 2013. Below is an infographic representing the same.

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iamWire take:

Hence all in all, the online advertising ecosystem is thriving with opportunities. The companies are investing judiciously in online ads, and are getting returns in terms of the increasing number of impressions. And although online media sector leads the advertising charts, the Internet is providing visibility platforms for all other sectors alike.

 To contact the author, write to sugandh.dhawan@wirefootindia.com