TAM shared its report on Advertising by the sector: E Com. The report Highlighted Ad Volumes for the E-Com sector on TV, Top 10 Brands from E-Com sector on TV, Ad Space for E-Com sector in Print, Advertising Promotions of E-Com sector in Print, Ad Volumes for E-Com sector on Radio, Transaction Methods of Digital Advertising in E-Com sector and many more.
The Ad Volumes of the E-Com sector on Television increased by 24% in 2020 over 2019. Compared to the 1st quarter of Y 2020, Q4 witnessed 40% growth in ad volumes of the E-Com sector. In the Lockdown period, ad volumes of the E-Com sector rose by 9% over the Pre-Lockdown period. A small drop was recorded in E-Com sector advertising during May’20 over Apr’20 due to lockdown.
In the Top 10 Categories and Advertisers of E-Com for TV, the Top 3 categories contributed more than 60% to the ad volume share of the E-Com sector. Whereas, Top 10 Advertisers accounted for more than 45% share of ad volumes in Y 2020 with Amazon Online India topping the list.
Among the Top 10 brands, 6 belonged to the category Ecom-Media/Entertainment/Social Media which were, Amazon Prime Video, Disney+ Hotstar VIP, Watcho, Zee5, Whatsapp, and Facebook.com. Top 10 Brands accounted for more than 30% share of ad volumes in Y 2020 with Amazon.in topping the list. Whereas, Top 2 channel genres on TV together accounted for more than 50% ad volumes share for the ‘E-Com’ sector during Y 2020.
Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands. Primetime, Afternoon & Morning time bands together accounted for more than 65% share of ad volumes.
Ad Space of E-Com sector in Print decreased by 20% in Y 2020 over Y 2019. Compare to the 1st quarter of Y 2020, Q4 witnessed 2.5 Times ad space growth. Also, due to Covid-19, the lowest Ad Volumes registered in the 2nd quarter which includes the lockdown period.
In the Top 10 Categories and Advertisers of E-Com for Print, Ecom-Education leads the list of Top 10 categories of the E-Com sector. And the top 10 Advertisers accounted for more than half of ad space in Y 2020 with Amazon Online India leading the list.
In the Newspaper: Publication Language and Genre for E-Com sector in Print, Top 5 Publication Languages which are English, Hindi, Marathi, Kannada, Telugu accounted 89% share of sector’s ad space. The General Interest publication genre added a 96% share of the E-Com sector’s ad Space.
Sales Promotion for E-Com sector accounted 50% of Ad Space in a Print medium. Among Sales Promotions, Multiple Promotions occupied 53% share of the pie followed by Discount Promotion with 30% share in Y 2020.
Ad Volume for E-Com sector on Radio drop by 45% in Y 2020 over Y 2019. Compare to the 2nd quarter of Y 2020, Q4 witnessed 3 times ad volume growth. Due to Covid-19, the lowest ad volumes observed in the 2nd quarter which includes the lockdown period.
In the Top 10 Categories and Advertisers of E-Com for Radio, On Radio, ads for Ecom-Media/Entertainment/Social Media and Other Services ruled with more than 45% share of the total ad volumes. Top 10 Advertisers accounted for 44% share of ad volume in Y 2020 with Amazon Online India leading the list.
The Top 3 states Maharashtra, Gujarat, Delhi occupied a 45% share of Ad Volumes for the E-Com sector. Maharashtra state was on top with a 20% share of Ad Volumes followed by Gujarat with 16% share.
Ad insertions of the E-Com sector on Digital decreased by 14% in Y 2020 over Y 2019. Compared to the 1st quarter of Y 2020, Q3 and Q4 witnessed 42% and 54% growth in ad insertions respectively.
In Top 10 Categories and Advertisers of E-Com for Digital, Media/Entertainment/Social Media and Online Shopping were top E-Com categories with 22% & 21% share respectively. Top 10 Advertisers accounted more than 36% share of ad insertions in Y 2020 with Amazon Online India leading the list.
Ad Network topped transaction methods on Digital Medium with 41% share of ad insertions of E-Com sector in Y 2020 followed by Direct method. Programmatic/Ad Network and Programmatic transaction methods had the almost the same share of E-Com ad insertions on Digital.
