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TAM AdEx-Mirroring Y 2020 report for Digital Advertising

The TAM AdEx-Mirroring Y 2020 report for Digital Advertising highlights an overview of advertising on various digital platforms throughout the year. This includes trends during lockdown and unlockdown period, leading web publishers, leading brands and more.

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TAM AdEx-Mirroring Y 2020 report for Digital Advertising

  1. 1. Mirroring Y 2020 for Digital Advertising
  2. 2. Digital Unlockdown : Jun-Dec’20 Lockdown : Apr-May’20 Advertising Overview on Digital 01 Contents Trends in Unlockdown Period compared to Lockdown 02 Leading Web Publishers on Digital 03 Digital Platforms, Transaction Methods and Creative Types in Digital Advertising 04
  3. 3. Highlights 06 07 08 09 01 02 03 04 10 05 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). 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. Multiliving Technologies and CBS.com were the top exclusive advertiser and brand respectively in Y 2020 compared to Y 2019. During Unlockdown, more than 40% growth seen in Avg. Ad Insertions/Day compared to Lockdown period. During Unlockdown period, Ecom-Online Shopping category & Amazon Online India advertiser saw highest rise in Ad Insertions compared to Lockdown period. Excluding YouTube, Rediff.com topped among the Digital web publishers of Y 2020. 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.
  4. 4. Trend of Ad Insertions on Digital Source: TAM AdEx Period : Y 2018-2020  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). 100 86 64 Y 2018 Y 2019 Y 2020 Indexed Growth in Ad Insertions Index: Y-2018=100 Count of Publishers 3170+ 3120+ 3500+ 100 89 H2, 2019 H2, 2020 Trend: 2nd Half, 2019-20 2970+ 3250+ Note: Figures are based on Ad Insertions for Digital;
  5. 5. Quarterly and Monthly Trend of Digital Ad Insertions: Y 2020 Source: TAM AdEx Period : Y 2020  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. 6.8% 7.1% 7.9% 6.6% 6.4% 7.4% 7.6% 9.2% 10.1% 10.7% 10.2% 10.0% Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20 Lockdown Period Monthly Share of Ad Insertions : Y 2020 Note: Figures are based on Ad Insertions for Digital; 34 32 42 49 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20 Quarterly Ad Insertions (in Mn.)
  6. 6.  Services sector solely had 44% share of Ad Insertions followed by Computers with 11% share during Y 2020.  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 Sectors: Durables sector moved up by 7 positions to enter the Top 10 Source: TAM AdEx Rank Top Sectors 1 Services 44% 2 Computers 11% 3 Education 10% 4 Banking/Finance/Investment 10% 5 Auto 3% 6 Food & Beverages 2% 7 Durables 2% 8 Media 2% 9 Corporate/Brand Image 2% 10 Telecom Products 2% 1 5 2 3 4 7 14 6 10 12 Others 13% Rank in Y 2019 Period : Y 2020 Note: Figures are based on Ad Insertions for Digital;
  7. 7. 1 2 3 4 5 6 7 8% 5% 5% 4% 4% 4% 8 9 4% 3% 2% 10 8% 2 1 14 15 3 17 6 16 5 21 Rank in Y 2019 Next 40 Categories 33%  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 Categories : 5 Among the Top 10 Categories were new Entrants in Y 2020 Source: TAM AdEx Period : Y 2020 Note: Figures are based on Ad Insertions for Digital; Top 10 Categories [530+] Ecom-Media/Entertainment/Social Media Ecom-Online Shopping Corporate-IT Ecom-Gaming Properties/Real Estates Ecom-Education Life Insurance Software Ecom-Other Services Ecom-Real Estate
  8. 8. Top 10 Advertisers (Y 2020): [51.7 K+] Rank (Y 2019) 1. Amazon Online India 1 2. ICICI Prudential Life Insurance Co. 15 3. Playgames 24x7 750 4. Kieraya Furnishing Solutions 2 5. Grammarly Inc. 2338 6. Flipkart.com 6 7. Hindustan Unilever 13 8. Microsoft Corporation 129 9. Veeam Software 1309 10. Samsung India Electronics 31  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 Advertisers: 7 Among the Top 10 Advertisers were new Entrants in Y 2020 Source: TAM AdEx Period : Y 2020 Note: Figures are based on Ad Insertions for Digital; Top 10 Advertisers contributed 18% share of Ad Insertions in Digital
  9. 9. Rank Top 10 Brands (Y 2020): [61.9 K+] 1 Amazon.in 2 ICICI Pru iProtect Smart 3 Magicbricks.com 4 Furlenco Home Furniture Rental 5 Grammarly Keyboard 6 My11circle 7 Flipkart.com 8 Microsoft 9 Veeam Software 10 Cbs.com  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. Leading Brands: 6 brands of the Top 10 belonged Services sector Source: TAM AdEx Top 10 Brands contributed 17% share of Digital Ad Insertions Period : Y 2020 Note: Figures are based on Ad Insertions for Digital;
  10. 10. Rank Top 10 Growing Categories (Y 2020) (based on highest increase in Ad Insertions) Growth 1 Corporate-IT 2.2 Times 2 Ecom-Gaming 2.1 Times 3 Ecom-Education 2 Times 4 Software 61% 5 Life Insurance 22% 6 Ecom-Real Estate 36% 7 Temples/Spiritual 454 Times 8 Securities/Sharebroking Organization 2.2 Times 9 Rental Services 18.6 Times 10 Other Professional Services 52%  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. Top Growing Categories : 220+ Categories registered Positive Growth Source: TAM AdEx Period : Y 2020 Note: Figures are based on Ad Insertions for Digital;
  11. 11. Rank Top Exclusive^ Brands (Y 2020): [49.1 K+] 1 Cbs.com 2 Multiliving 3 Supreme Universal 4 Oppo Reno3 Pro 5 Indiatimes.com 6 Semrush 7 Disney+ Hotstar Vip 8 Govt of Delhi 9 Yupp Master App 10 Regenesys Business School (Mg) Rank Top Exclusive^ Advertisers (Y 2020): [42.5 K+] 1 Multiliving Technologies 2 Supreme Universal 3 Govt of Delhi 4 Yupptv India 5 Regenesys Business School 6 Bharathi Cement Corporation 7 Transteel Seating Technologies 8 Newchic Company 9 Mubi India 10 Indian Banks Association  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. Leading exclusive^ Advertiser and Brands in Y 2020 Source: TAM AdEx ^ Present in Y 2020 and not in Y 2019 Period : Y 2020 Note: Figures are based on Ad Insertions for Digital;
  12. 12. Source: TAM AdEx Period : Y 2020 Note: Figures are based on Ad Insertions for Digital; The world has changed due to the pandemic. Advertising industry also witnessed slow down during the Lockdown Period. Since the Unlock , Businesses are also trying their best to catch up with changed market scenario. During the Unlockdown period, Advertising on Digital also saw an improvement. In this section, we have showcased the advertising scenario in Unlockdown compared to Lockdown period on Digital medium. Trends during Unlockdown Unlockdown Period saw 43% rise in Ad Insertions/Day compared to Lockdown Period
  13. 13.  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 & Brands rose by more than 3 Times during Unlockdown compared to Lockdown period. Digital medium was least affected by Covid-19 compared to Traditional Mediums Source: TAM AdEx Unlockdown : Jun-Dec’20 Pre Lockdown : Jan-Mar’20 Lockdown : Apr-May’20 L.D. L.D. +43% -11% Pre 440+ 510+ LD ULD 13.4 K+ 42.1 K+ LD ULD 15.9 K+ 49.7 K+ LD ULD Count of Categories Count of Advertisers Count of Brands *Average Ad Insertions/Day Tally of Categories, Advertisers and Brands - Lockdown & Unlockdown 370 K+ Insertions* U.L.D. L.D: Lockdown U.L.D: Unlockdown Note: Figures are based on Ad Insertions for Digital; Y 2 0 2 0
  14. 14. Rank Top Growing Advertisers: Unlockdown (based on highest increase in Ad Insertions) Growth 1 Amazon Online India 85% 2 Playgames 24x7 15 Times 3 Cbs Interactive 1076 Times 4 Samsung India Electronics 7.2 Times 5 Think & Learn 28 Times 6 The Art of Living 9.4 Times 7 Kieraya Furnishing Solutions 58,674 Times 8 Multiliving Technologies New 9 Hindustan Unilever 3.2 Times 10 Simplilearn Solutions 9.3 Times Rank Top Growing Categories: Unlockdown (based on highest increase in Ad Insertions) Growth 1 Ecom-Online Shopping 2.1 Times 2 Ecom-Gaming 2.7 Times 3 Properties/Real Estates 3.5 Times 4 Ecom-Media/Entertainment/Social Media 32% 5 Life Insurance 44% 6 Ecom-Education 37% 7 Ecom-Real Estate 2.7 Times 8 Cars 5.3 Times 9 Laptops/Notebooks 4.7 Times 10 Two Wheelers 16.3 Times  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. 330+ Categories & 4100+ Advertisers witnessed positive growth during Unlockdown Source: TAM AdEx Unlockdown : Jun-Dec’20 Pre Lockdown : Jan-Mar’20 Lockdown : Apr-May’20 Note: Figures are based on Ad Insertions for Digital;
  15. 15.  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 Web Publishers: Y 2020 Source: TAM AdEx Note: Figures are based on Ad Insertions for Digital; YouTube vs Other Publishers: Y 2020 Top 10 Web Publishers added 10% Share 1. rediff.com 2% 2. timesofindia.indiatimes.com 2% 3. moneycontrol.com 1.3% 4. indianexpress.com 1.0% 5. hindustantimes.com 0.8% 6. news18.com 0.7% 7. meaww.com 0.7% 8. dinamani.com 0.6% 9. livemint.com 0.6% 10. cricinfo.com 0.6% YouTube: 15% Other Publishers: 85% Period : Y 2020 Top Web Publishers (Excluding YouTube) % Share
  16. 16.  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. Leading Digital Platforms: Y 2020 Source: TAM AdEx Note: Figures are based on Ad Insertions for Digital; Desktop Display 51% Mobile Display 31% Desktop Video 11% Mobile Video 5% Others (3) 2% Period : Y 2020
  17. 17.  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. Transaction Methods for Digital Advertising: Y 2020 Source: TAM AdEx Note: Figures are based on Ad Insertions for Digital; Period : Y 2020 42% 20% 16% 14% 7% Ad Network Direct Programmatic Programmatic/Ad Network Others Transaction Methods: Y2020
  18. 18.  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. Creative types on Digital Source: TAM AdEx Note: Figures are based on Ad Insertions for Digital; Banner HTML5 Video Others (2) 42% 42% 16% 0.1% Period : Y 2020
  19. 19. For any queries write to: taminsights@tamindia.com Website Link: www.tamindia.com

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