TAM AdEx: Digital ad insertions up by 34% in Q4 2020; Amazon, ICICI top advertisers

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dEx India, a division of TAM Media Research launched a report on a flashback to 2020 where the report talked about advertising overview on Print, trends. The report titled ‘Mirroring Y 2020 for Digital Advertising‘ reveals that ad insertions declined by only 11% in 2nd half  of Y 2020 over Y 2019, which shows a  recovery in digital during ‘Unlockdown’ period  (H2, 2020). Also digital ad insertions increased by 34% in 4th  quarter compared to combined average of  first 3 quarters of Y 2020.

Services sector solely had 44% share of Ad Insertions followed by Computers with 11%  share during Y 2020. Ecom-Media/Entertainment/Social Media  category moved to 1st position during Y 2020  compared to 2nd in Y 2019.

Amazon Online India topped among the advertisers followed by ICICI Prudential Life  Insurance. Corporate-IT among categories saw highest rise in Ad Insertions with growth of 2.2 times followed by Ecom-Gaming with 2.1 times  growth during Y 2020 compared to Y 2019.

Also during the Unlockdown period, more than 40% growth  was seen in avg. ad insertions/day compared to  Lockdown period. During this period, Ecom-Online  Shopping category and Amazon Online India  advertiser saw highest rise in Ad insertions  compared to Lockdown period.

Trend of Ad Insertions on Digital

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Y 2020 saw 36% decline in ad insertions on digital platforms compared to Y 2018. Compared to Y 2019, ad insertions in Y 2020 dropped by 26%. Ad insertions declined by only 11% in 2nd half of Y 2020 over Y 2019, which shows a recovery on Digital during Unlockdown period (H2, 2020).

Quarterly and Monthly Trend of Digital Ad Insertions: Y 2020

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Due to COVID-19, relatively low ad insertions registered in 2nd quarter which includes the lockdown period. Ad insertions increased by 34% in 4th quarter compared to combined average of first 3 quarters of Y 2020. Digital ad insertions recovered to pre-lockdown level just within 3 months of post Lockdown period.

Leading Sectors: Durables sector moved up by 7 positions to enter the Top 10

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Services sector solely had 44% share of Ad Insertions followed by Computers with 11% share during Y 2020. The top 2 sectors together added more than 50% share of ad insertions on Digital. Durables and Telecom Products were the new entrants in Top 10 sectors’ list and Computer, F&B and Corporate/Brand Image sectors observed positive rank shift.

Leading Categories : 5 Among the Top 10 Categories were new Entrants in Y 2020

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Ecom-Media/Entertainment/Social Media category moved to 1st position during Y 2020 compared to 2nd in Y 2019. Corporate-IT, Ecom-Gaming, Ecom-Education, Software and Ecom-Real Estate were new entrants among the top 10 categories in Y 2020. 6 Out of Top 10 categories were from Services sector. Top 10 Categories added 48% share of Digital Ad Insertions.

Leading Advertisers: 7 Among the Top 10 Advertisers were new Entrants in Y 2020

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Amazon Online India topped the advertisers’ list on digital followed by ICICI Prudential Life Insurance Co. Amazon and Flipkart retained their positions during Y 2020. Grammarly Inc. moved to 5th rank in Y 2020 with a considerable rank shift over Y 2019.

Leading Brands: 6 brands of the Top 10 belonged Services sector

Amazon.in was the top brand on Digital during Y 2020 followed by ICICI Pru iProtect Smart. During Y 2020, there were total 61.9 K+ brands present on Digital.

Top Growing Categories: 220+ Categories registered Positive Growth

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Among the categories, Corporate-IT saw highest increase in Ad Insertions with growth of 2.2 Times followed by Ecom- Gaming with 2.1 Times growth during Y 2020 compared to Y 2019. In terms of growth %, Temples/Spiritual category witnessed highest growth % among the Top 10 i.e. 454 Times.

Leading exclusive Advertiser and Brands in Y 2020

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42.5 K+ advertisers & 49.1 K+ brands exclusively advertised during Y 2020 on Digital compared to Y 2019. Multiliving Technologies and Cbs.com were the top exclusive advertiser and brand respectively in Y 2020 compared to Y 2019. 5 of the Top 10 exclusive brands belonged to Services sector.

Trends during Unlockdown

Unlockdown Period saw 43% rise in Ad Insertions/Day compared to Lockdown Period. Digital medium was least affected by COVID-19 compared to traditional mediums

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During Unlockdown, more than 40% growth seen in Avg. Ad Insertions/Day compared to Lockdown period. Count of categories grew by 17% and that for advertisers and brands rose by more than 3 times during Unlockdown compared to Lockdown period.

330+ Categories & 4100+ Advertisers witnessed positive growth during Unlockdown

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In the Unlockdown period, Ecom-Online Shopping among the categories and Amazon Online India among the advertisers saw highest increase in ad insertions compared to Lockdown period. In terms of growth %, Two Wheelers category and Kieraya Furnishing Solutions advertiser witnessed highest growth % among the Top 10.

Leading Web Publishers: Y 2020

YouTube was the top publisher with 15% share of Digital advertising in Y 2020. Excluding YouTube, Rediff.com topped among the publishers of Y 2020 compared to 2nd position in Y 2019; Moneycontrol.com also stepped up by 4 positions to achieve 3rd rank in Y 2020 compared to 7th in Y 2019.

Leading Digital Platforms: Y 2020

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Desktop Display topped with more than half of Digital Ad Insertions during Y 2020 followed by Mobile Display on 2nd position with 31% share. Share of Ad Insertions on Desktop Display increased by 8% in Y 2020 compared to Y 2019.

Transaction Methods for Digital Advertising: Y 2020

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With 42% share of Digital Ad Insertions, Ad Network was the most utilized method for advertising on Digital platforms followed by Direct method with 20% share in Y 2020. Ad Network method saw 27% rise in share during Y 2020 compared to Y 2019.

Creative types on Digital

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Banner ads bagged highest Insertions on Digital closely followed by HTML5 with almost same share. Video followed on 3rd position with 16% share in Y 2020. 14% rise in share of Banner ads was seen during Y 2020 compared to Y 2019.

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