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In the rapidly evolving world of digital trends, every year brings something new and exciting for consumers and marketers. The year 2022 saw many such trends that captured our imagination, from the promise of Metaverse to the impending Web 3.0. The year also saw the implosion of cryptocurrency and the emergence of connected TV as avenue for marketers and media planners.
In this edition of e4m’s year-enders, we list down the top 10 trends from the digital world that rocked 2022.
1. Digital ad spend
India’s digital ad revenue remained the talk of the town for the entire year.
Two tech giants Google India and Meta India-pocketed more than Rs 41,000 crore in 2021-22 through online ads. E-commerce players Amazon India and Flipkart also clocked nearly Rs 7,000 crore in ad money together, taking the cumulative Indian revenue of Meta, Google, Amazon and Flipkart to Rs 48,000 crore.
This is much higher than the predictions made by the leading agencies earlier this year. Although the reports and predictions had different timelines, experts believe that digital ad spend could be at an all-time high this year riding on the growth of small and medium-scale enterprises (SMEs), perhaps even surpassing the ad spend on TV.
TAM report for Q1 and Q2 of FY23 however paints a different picture. It indicates digital ad insertion has declined by 13% compared to the Jan-March quarter.
“The growth rate has declined, but digital ad spend has continued its growth in 2022 s as India’s economic outlook appears to be stronger relative to other markets,” says Atique Kazi, President – Data, Performance & Digital Products, GroupM India.
GroupM’s ‘This Year Next Year’ end-of-the-year report pegs that digital advertising revenue in India accounts for the largest share (48.8%) in 2022 and is expected to continue rising above pre-pandemic levels. Retail media in India is…
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