E-commerce giants take TV advertising by storm
PayTM takes the top spot with ad spends on TV following the demonetizationannouncement
SilverPush, a data driven marketing and measurement company, today released a report on the impact of demonetization on TV advertisement campaigns and strategies of BFSI, wallets and E-commerce brands in India. The market mapping captures data collected and analysed from 1st November to 30th November 2016. SilverPush’s analysis throwslighton ad spends on TV, Facebook and Youtube on the side-lines of the landmark Indian monetary change.
Silverpush’s mapping reveals thatbanks and e-wallets increased their TV spendspost the demonetisation of 500 and 1000 rupee currency notes in India. The month of Novemberpost demonetisation,witnessed over 20% surge in searches for the e-wallet industry in India. On the other hand, as people grappled with the aftereffects of demonetization, searches for e-commerce dropped by more than a whopping 40%.While,news channels continued to occupy the biggest share, brands increased their spending on Hindi and Kids channels to spread awareness.On the social media front, Twitter and Instagram, though not as popular as Facebook,saw a substantial increasein usage post the demonetization announcement especially for the banking sector.
SilverPush leveraged the power of PRISM, its real time analytics software to record the TV and digital data of brands, which was collected for the monthof November 2016 from over 150 popular channels including GEC, movies, news, sports, and regional channels in the country. The market insightsshowcase the current inclination of brand marketers for advertisements on both TV and digital mediums to communicate with the new gen multi-screen exposed consumers.
Key insights from the market mapping are highlighted below:
Activity on TV
• TV ads for mutual funds saw a sudden dip in the week following demonetization; Banks and e-wallets increased their TV spends to capitalize on this decision
o E-commerce captured 59.1% of the overall TV ad spots, followed by BFSI at 20.7% and wallets at 20.2%
o While multiple players (banks, insurance, mutual funds and loans) made up the share within the BFSI category, PayTM stood out as the top player in the wallet category by increasing its ad spends for TV airtime by two fold
o Axis Bank, Birla Sun Life and LICwere the three players in BFSI category that led the activity on TV
Genre distribution amongst Industries
• Brands moved towards targeting home makers by increasing spends on Hindi and Kids channels; Hindi GEC (General entertainment channels) were leveraged by Wallets and BFSI players to build awareness amongst the masses
• News channels, which were dominated by BFSI and wallets categories continued to occupy the biggest share of 61.13% while regional channels saw a dip and stood at meagre 15.11%
• Ecommerce brands maintained their high share across English entertainment, English movies, English News and sports channels
• CNBC TV18, NDTV India, TimesNow, CNBC Awaaz, India Today and Aaj Tak were the leading news channels for the month of November
Impact on Google Searches
• While there was a 40% dip in searches for e-commerce brands, at the same time there was a 20% rise in searches for wallets
o PayTM was aclear leader in the industry with maximum searches approximately 97%; searches for PayTM increased a massive 40%
• There was no major change in searches for the banking sector
o Banking services were most searched followed by securities and share broking
Social Media Engagement
• Twitter and Instagram, though not as popular as Facebook, saw a substantial boom in usage post the demonetization announcement
o Tweets increased heavily as PayTM continued to lead on this platform
o Wallets became more active on Twitter; Oxigen wallet and PayU Money entered the top 6 tweeted brands list after the announcement
• Different brands established distinct stronghold on social media platforms
• Wallets
o PayTM and Mobikwik were most socially engaged brands
o PayTM aggressively utilized Instagram
o Oxigen wallet used video advertising on web to create engagements with users
o Despite PayTM being the top player, Mobikwik got maximum engagements amongst the wallet category on Facebook
• BFSI
o DBS Bank and Yes Bank were most socially engaged brands
o DBS bank used YouTube aggressively in its media mix v/s Axis Bank and Yes Bank who threw higher focus on Facebook marketing
o Bajaj Allianz and Kotak Mahindra had a stable presence across platforms
• E-commerce
o Amazon and E-bay were the most socially engaged brands