Amazon topped in ad volumes across mediums in 2020: TAM AdEx

TAM AdEx’s overview of E-commerce/ Online shopping advertising across TV, Digital, Print and Radio in 2020 shows a 20% growth in ad insertions on Digital in Q4 of 2020,cpmpared to Q1; while on Television, a 17% growth was seen in Ad Volumes in Q4 vis-a-vis Q1. Ad Space in Print for the E-comm-Online Shopping category witnessed double digit growth in October-November 2020; on the other hand, Ad Volume for this category on Radio plunged by 36% in 2020 over 2019.

Television

Ad Volumes of the E-comm-Online Shopping category on Television grew by 5% in 2020 over 2019. Compared to Q1 of 2020, Q4 witnessed 17% Ad Volume growth. Due to COVID-19, lowest Ad Volumes were observed in Q2, which includes the lockdown period.

It took just a month post Lockdown period for the E-comm-Online Shopping category’s ad volumes to recover and reach at Pre-Lockdown level. During the festive period, Ad Volumes on Television witnessed double digit growth.

At 56%, Amazon Online India had the highest share of advertising in this category on Television, while Flipkart.Com was a distant second with 19% share. Together, the two accounted for 75% of the total ad volume share of the E-comm-Online Shopping category. The Top 10 Advertisers accounted for 98% share of ad volumes in 2020, with Amazon Online India topping the list. The Top 10 Brands accounted for more than 95% share of ad volumes in 2020, with Amazon.in topping the list.

News and Movies were the Top 2 channel genres on TV, which together accounted for more than 55% of ad volumes share for the E-comm-Online Shopping category during 2020. The News Channel genre topped the preference list of E-comm-Online Shopping players during 2020. Feature Films were the most preferred for promoting E-comm-Online Shopping brands on Television. The Top 2 program genres – that is, Feature Films and News Bulletin – together added 50% to the total Ad Volume share of this category on TV.

Prime Time was the most preferred time-band on TV, followed by Afternoon and Morning time-bands. Prime time, Afternoon & Morning time bands together accounted for 70% share of Ad Volumes. Advertisers of the E-comm-Online Shopping category preferred 20-40 second ad size on TV. 20-40 seconds and <20 seconds ads together covered more than 95% shares in 2020.

Digital

Compared to Q1 of 2020, Q3 and Q4 witnessed 3% and 20% Ad Insertion growth, respectively. Ad Insertions of the E-comm-Online Shopping category on Digital plunged by 40% in 2020 over 2019. Due to COVID-19, lowest Ad insertions were observed in Q2, which includes the lockdown period. Post lockdown, August, September and October 2020 witnessed double digital Ad Insertions share in 2020.

On the Digital Medium, Amazon Online India and Flipkart.Com topped the E-comm-Online Shopping category with 56% share and 15% per share of the advertising, respectively. The Top 10 Advertisers accounted for more than 80% share of Ad Insertions in 2020, with Amazon Online India leading the list.

The Top 10 Brands accounted for 83% share of Ad Insertion in 2020, with Amazon.in leading the list with 55% of ad insertions of this category on Digital.

Ad Network topped with more than 40% share of the transaction method for Digital advertising of the E-comm-Online Shopping category in 2020.

Print

Compared to Q1 of 2020, Q4 witnessed 5x Ad Space growth for the E-comm-Online Shopping category on Print. However, ad space of this category in Print plunged by 50% in 2020 over 2019. Due to COVID-19, lowest Ad Volumes were observed in Q2, which includes the lockdown period. The festive period brought revival in the Print ad space for this category during 2020.

Amazon Online India led the list of Top 10 Categories with a 69% share of the ad volumes. The Top 10 Advertisers accounted for more than 95% share of Ad Space in 2020, with Amazon Online India leading the list. The Top 10 Brands accounted for 86% share of the ad space in 2020, with Amazon.in leading the list. Four out of the Top 10 brands belonged to One Plus during 2020.

The Top 5 Publication Languages accounted for 91% share of the category’s Ad space. General Interest publication genre added 98% share of the category’s Ad Volume.