Advertisement Volume On Digital Media Dipped in Q2 of 2020

A drop has been recorded in Digital ad insertions in the second quarter of the current calendar year as per reports released by TAM AdEx. In comparison to the preceding quarter, a drop of 22% has been recorded in April-June. The months from April to June witnessed a declining trend but graphs went up slightly in the month of June with some recovery taking place. 

Talking about the top publisher in terms of Ad volume, Youtube has successfully made its name on the top list of the charts with an ad volume of 11% registered in the first half of the year. Timesofindia.com, rediff.com, and moneycontrol.com came out to be the top 3 publishers in all the months. Among the top 10 publishers in terms of ad insertions, meaww.com recorded an increase of 7 folds in the second quarter while moneycontrol.com recorded almost a 2 fold rise.

The Q2 2020 saw a huge involvement of digital ad insertions on desktop displays covering 56 percent while mobile display scaled up to 32 percent. In terms of video, Desktop and mobile made 8 and 4 percent of the entire ad insertions. E-commerce, entertainment, and social media brands found mobile phone platforms more approachable for their digital ad insertions while Oppo boasts to be the top advertiser on desktop video. Amazon too made its entry as the top advertiser on desktop display which was followed by Oppo.

Transactions via ad network were the most sought after method for advertising on digital platforms with a 40% share of digital ad insertions, in April-June quarter this year. Direct (32 percent share), followed by programmatic (12 percent) came after this as the next most popular transaction method. HTML5 records the highest insertions on digital media with 56% share, banner ads records the second position in the list with 31% in the 2nd Quarter. The number of categories came down in the count, while advertisers and brands involved in advertising showed an ascending figure for every quarter. The numbers show that there are around 320 categories which is much lesser than the advertiser and the brands, the figure shows that the number of advertisers sums up to 2390 and the number of brands goes up to 2630 for every quarter.  

The category which topped on Digital for Q2 was coaching classes with 3% ad volumes and 4x increase. Education sectors really came out well and showed very healthy growth in ad volumes, the reason could be the emphasis given for e-classes and online education owing to the indefinite lockdown in the country and the outbreak of COVID-19 pandemic. The top 10 categories got most of the digital ad insertions with 50% in the second quarter. 

Advertising volumes for the top categories, advertisers, and brands inserting ads saw a rise in the second quarter. Q1 records a good number which is on the rise with 42 categories, 288 advertisers, and 432 brands accounted for 80 percent share of ad insertions on digital as compared to 29 categories, 239 advertisers, and 342 brands in the April-June quarter. Radio got a good hit with the number of ad insertions going lower than digital platforms. The number shows that digital ad insertions came down by 22% while radio ad insertions dropped by 79% on the quarter. The declining trend on radio began in the month of February and continued till April. However, there is a recorded growth from May 2020, but it has less potential to overcome the overall decline in Q2.