Cross-Screen Advertising Strategies of 2016

Blog Image 2016With the help of report below, marketers can study advertising strategies adopted by front-runners across industries. With the advent of the cross-screen era, it is imperative to not restrict oneself to a single platforms, but rather expand the horizon of advertising and include all forums under one umbrella – TV, Facebook, Twitter, Instagram, YouTube and Google Searches.

This report captures the second half of the year 2016 in terms of advertising sector. It leverages the power of SilverPush’s premium product, PRISM, to gather data collectively to draw actionable insights.

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Here is a quick snapshot of the report.

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The Wallets industry dominated by Paytm (76.4% TV ad spots and 91.9% search share), showed an affinity to News channels (55% TV ad spots), a scenario that shot up post demonetization

For the online hotel industry, TV presence, especially the morning/afternoon and late night time band was aggressive with Movie and Lifestyle channels being preferred

General e-commerce industry relied heavily on Movie and English Entertainment channels. Snapdeal captured highest TV ad spots with 36.75% share; the search trends were however dominated by Flipkart with a whopping 30.09% maximum searches

The online fashion portals were impacted by the demonetization announcement resulting in major dip TV spots. Other than November, online fashion brands were active on TV across the year

Online grocery brands witnessed highest peak in July – both in terms of TV (4k TV spots) and searches (1.1 million) and another one in December where the searches peaked without a heavy TV presence

Banking & Finance industry aired maximum ads on news channels, and their top players (LIC New Jeevan Anand, Muthoot Finance, PNB Housing, Kotak Mahindra Bank and Axis Bank) captured over 65% of TV ad spots; Axis Bank (45.3%) and Kotak Mahindra Bank (22.8% ) dominated search within this category

With maximum presence on Entertainment channels, the smartphones brands advertised heavily around sports events (India v/s New Zealand Test series and India v/s England Test series) and talk shows (Koffee with Karan, Kapil Sharma show and Spiltsvilla)

YouTube emerged as the preferred platform wallets, smartphones, online hotels, e-commerce and online grocery and fashion!

The Banking & Finance industry divided rather competitively between YouTube and Facebook, with Facebook having an edge (51.27%)
The top searched brands in this industry are also the ones with significant presence on Facebook.


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