Ad insertions per day in Digital up by 43% in Unlockdown period: TAM AdEx

As per TAM AdEx report on Digital Advertising in 2020, Ad Insertions declined by only 11% in the second half of 2020 over 2019, which shows a recovery in Digital during the Unlockdown period (H2, 2020). The year 2020 saw 36% decline in Ad Insertions on Digital platforms compared to 2018, while compared to 2019, Ad Insertions in 2020 dropped by 26%. Digital Ad Insertions increased by 34% in the fourth quarter compared to combined average of first 3 quarters of 2020. During Unlockdown, more than 40% growth was seen in average ad insertions per day compared to the Lockdown period.

The Services sector alone had a 44% share of Ad Insertions, followed by Computers with 11% share during 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.

During the Unlockdown period, Ecom-Online Shopping category & Amazon Online India advertiser saw the highest rise in Ad Insertions compared to Lockdown period. Ecom-Media/ Entertainment/ Social Media category moved to the 1st position during 2020 compared to the 2nd position in 2019.

Corporate-IT, Ecom-Gaming, Ecom-Education, Software and Ecom-Real Estate were the new entrants among the Top 10 categories in 2020. Six out of the Top 10 categories were from the Services sector. The Top 10 categories added 48% share of Digital Ad insertions.

Amazon Online India topped among the advertisers’ list in Digital, followed by ICICI Prudential Life Insurance. Amazon and Flipkart retained their positions during 2020. Grammarly Inc moved to 5th rank in 2020 with a considerable rank shift over 2019. Seven among the Top 10 Advertisers were new entrants in 2020. Top 10 Advertisers contributed 18% share of Ad Insertions in Digital. During 2020, there were total 61.9K+ brands present on Digital.

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

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

Digital medium was the least affected by COVID-19 compared to traditional mediums.

During Unlockdown, more than 40% growth seen in average Ad Insertions/Day compared to Lockdown period. Count of Categories grew by 17% and that for Advertisers & Brands rose by more than 3x during Unlockdown compared to Lockdown period.

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 percentage, Two Wheelers category and Kieraya Furnishing Solutions advertiser witnessed highest growth percentage among the Top 10.

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

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