Conducted in a privacy-compliant manner by Bobble AI’s Market Intelligence division, the latest market intelligence report reveals several interesting insights into the major advertisers during IPL 2022 among app-based brands. Bobble AI’s report highlights different parameters around app usage by mapping the smartphone user’s behavior while using a wide range of applications for different purposes such as Dream11, Meesho, Paytm, Phonepe, Spotify, Swiggy, and Tata Neu. The report used first-party data from its vast Android smartphone user base of over 80 million.
Swiggy Vs Zomato
Bobble AI marketing intelligence also analyzed whether advertising during IPL gave an edge to Swiggy over Zomato or not. Despite not opting for IPL advertising, Zomato led almost all the metrics in the food category apart from the curb rate. The data shows that Swiggy didn’t get any such edge. The open rate for Zomato 7.3 pc was more than Swiggy 1.93 pc , and so was the case with active users Zomato stood at 96.98 pc whereas Swiggy stood at 58.94 pc.
“Advertising during IPL didn’t give Swiggy a push to perform well against Zomato, its main competitor,” reads the report.
PhonePe Vs Paytm
Fintech application Phonepe supasses Paytm in advertising war during IPL (The Indian Premier League) 2022 by leaving behind its rival in all sorts of user acquisition, engagement & transaction parameters, says the data report.
The report also states that most of the apps gained in terms of average session per user (ASU) except for Tata Neu – which witnessed a 67 pc reduction.
Tate Neu app’s total installations registered exponential growth of 8438.1 pc as the app’s marketing was launched along IPL. However, Tata Neu didn’t gain any users post-IPL and users didn’t open the app after 15 days of downloading it.
When it comes to app installations, Myntra’s were 25 times higher than that of Meesho’s.
Speaking on the findings, Tabrez Alam, Chief of Business Strategy, Bobble AI, said, “The IPL is one of the most-awaited sporting events of the year for brands and with good reason. Advertising during the IPL skyrockets, giving brands a significant amount of reach to their existing customers and target audience. When we conducted the analysis this year, we found some interesting insights, like Zomato and Phonepe surpassing their competitors Swiggy and Paytm in almost every category, including the overall market penetration. Since the pandemic, online platforms have gained steady ground, indicating the goldmine of potential these markets have among consumers. It’s likely that these trends will prevail for the foreseeable future.”
