‘Mood of the nation’ report by MiQ unravels insights around the changing online behavior of Indian citizens in order to provide brands with the most pertinent advice on how they can adapt their media plans to the new normal.
Though the general uptick in digital consumption remains prominent across the country, there are considerable regional differences in online content consumption. That’s why this report looks at how the different regions are faring, especially the differences across the red, yellow, and green zones as described by the Indian government, and what this means for advertisers.
The report stated that after the implementation of the lockdown, the biddable programmatic inventory saw a 132% spike.
From a global perspective, the post-lockdown increase in digital activity in the US stands at 28% and at 46% in the UK. Among developing economies, China registered an 87% increase in the online opportunity whereas in Singapore the interest-only rose by 20%.
Increased traffic on both mobile devices and desktops have contributed to this overall increase in the digital opportunity, but with the government relaxing some restrictions during phase 3 of the lockdown, we are seeing a minor decrease in the mobile consumption stats though activity on the desktops continues to remain strong.
Content consumption across domains has also seen significant change. In addition to business, industry, and news that have seen a spike of interest during the lockdown, activity on food and drinks, CPG, and arts and entertainment domains have been constantly trending upwards.
Running successful digital campaigns during the lockdown:
Activate the right channel at the right time
Consumers have a higher affinity towards brands that provide multi-moment and multi-screen engagement. Activating channels based on online behavior across dayparts means brands can achieve high brand awareness during multi-screen hours and drive exploration, interest, and purchase during exclusive digital hours.
Personalize at scale in real-time
Personalization is key to both short-term campaign performance and long-term customer loyalty. To successfully execute personalized campaigns at scale, brands need to understand consumer behavior and preferences across locations, devices, channels, and content in real-time. This means integrating marketing strategy with data analytics, machine learning, and technology.
Engage with real-life moments
People are more likely to invest when the market outlook is bullish or order drinks when a sports game gets interesting. Brands can now drive call to action by syncing campaign delivery with these real-life moments.