Is advertising on online news platforms a good idea?

Online news consumption in India

Summary:

In this article, we would discuss:

  • Online news consumption in India is very high, especially on mobiles, in vernacular languages.
  • 56% of all news consumers rely on news aggregators.
  • News in the form of video has witnessed a growth of more than 100%.
  • At the end of the article, we have listed down the popular online news platforms in various Indian languages.

Article:

Reading and discussing news is one of India’s most popular habits. For years, newspapers have enjoyed a special status in Indian households and offices. The same has been portrayed in several movies and series- how reading newspapers was the favorite family ritual and how the newspaper changed hands starting from the eldest to the youngest in the family. With time, people have become busier and mobile phones have become the one and only interface for information consumption.

Recently, Comscore has released a report that discusses the emerging trends in online news consumption. In this article, we would talk about the key takeaways from the article and check out the top-performing online news platforms on The Media Ant website.

1. India has a very high reach for online news content

When compared to other countries, India has a higher penetration of online news consumption. India comes second after China in terms of the number of people who consume news online. Hence, if looking for avenues to reach out to the people online on platforms that also offer high engagement, online news platforms are fit for the purpose.

Top online content categories in India
Top news consuming countries in the world

2. Consumers in India prefer to consume news on mobile platforms

More than 90% of online news in India is consumed on mobile. Advertising on mobile websites and apps for online news is an effective medium to reach out to millions of people.

total minutes of news consumed on mobile and desktop

3. For a greater reach and better engagement, try both mobile web and mobile apps.

News mobile websites have greater reach as news on mobile web platforms are easier to share and consume without committing a space on mobile. People who use news apps are however more committed to consuming news and hence show greater engagement. The best approach for advertising on news platforms would be a mix of advertising on mobile platforms as well as mobile apps.

Time spent on news consumption on mobile web vs mobile app

4. News in vernacular languages is the way forward.

Gone are the days when online news consumption was limited to English only. There are several regional news platforms now along with the web versions of regional language newspapers that provide the audience with news and information in local languages. The good news is that many of them accept ads in local languages too. It’s good news for local language advertisers who often face problems in getting their ads approved when opting for Google Display Advertising.

News in vernacular languages in India

5. News aggregators are here to rule

News aggregators are the latest superheroes in the world of online news consumption. They present news in an innovative and interesting manner. The majority of news consumers (~ 56%) prefer news aggregators for their daily news. Among all the news aggregators, Daily Hunt has emerged as a winner, mostly due to the bouquet of vernacular languages it has to offer.

news aggregators in India
news aggregator reach in India

6. Video advertising within news: Effective way to engage the audience

Over the last year, news consumption in format of the video has taken a huge leap as seen in the figure below.

video news consumption

7. Top 10 online news platforms for advertising

We have listed down the top 10 online news platforms based on their popularity among advertisers (as exhibited by the traffic on The Media Ant website).

*Rates provided are for banner ads, are indicative and subject to change with time. Kindly send an mail to Help@TheMediaAnt.com for the latest rates.

*Reach provided is for website only. Contact us for app information

* DailyHunt is a news aggregator that provides news in multiple native languages.

MediaReach (Similarweb)CategoryAd TypesCPM in INR
Daily Hunt-app100 Million DownloadsNews AggregatorBanner, Video, App Install, Native150
Inshorts-App10 Million DownloadsNews AggregatorBanner, Video, Article, Magazine Card, Fact Card300
Times Of India153 Million visitors/monthGeneral NewsBanner, Video, Article144
Indian Express60 Million visitors/monthGeneral NewsBanner, Article, Roadblock125
Hindustan Times56 Million visitors/monthGeneral NewsBanner, Video, Article, Social Media Post120
Money Control41 Million visitors/monthBusiness & FinanceBanner, Video, Article, Social Media Post180
Economic Times39 Million visitors/monthBusiness & FinanceBanner, Article, Roadblock144
Live Mint37 Million visitors/monthBusiness & FinanceBanner, Video, Article, Social Media Post140
The Hindu32 Million visitors/monthGeneral NewsBanner, Video, Article, Social Media Post160
Business Standard9 MillionBusiness & FinanceBanner, Roadblock255

8. Top online news platforms for advertising in regional languages

*Rates provided are for banner ads, are indicative and subject to change with time. Kindly send an mail to Help@TheMediaAnt.com for the latest rates.

*Reach provided is for website only. Contact us for app information

* DailyHunt is a news aggregator that provides news in multiple native languages.

(a) Bengali

MediaReach/Month
(Similarweb)
Ad TypesCPM in INR
Ananda Bazar 16 MillionBanner, Article, Roadblock150
Bartaman Patrika884 ThousandBanner80
Ebela382 ThousandBanner, Roadblock, Native200

(b) Hindi

MediaReach/Month (Similarweb)Ad TypesCPM in INR
Aaj Tak50 MillionBanner, Article, Roadblock250
Live Hindustan35 MillionBanner, Video, Roadblock125
Dainik Bhaskar 31 MillionBanner175
Amar Ujala58 MillionBanner, Video111
Navbharat Times49 MillionBanner97
Jagran41 MillionBanner, Video111
IBN Khabar30 MillionBanner, Video122
India TV8 MillionNative Ad40

(c) Kannada

MediaReach/Month (Similarweb)Ad TypesPricing ModelCost Per Unit in INR
TV9 KannadaNABanner, VideoCost Per Thousand Impressions57
Prajavani3 MillionBanner, Article, Roadblock, NativeCost Per Thousand Impressions105
Vijaya Karnataka2 MillionBannerCost Per Thousand Impressions97
Vijayavani1 MillionBannerCost Per Week3,450
Udayavani1 MillionBanner, Native AdCost Per Month27,800
Kannada Prabha1 MillionBanner, Native, RoadblockCost Per Month77,780

(d) Malayalam

MediaReach/Month (Similarweb)Ad TypesCPM in INR
Manorama Online30 MillionBanner120
Asianet News22 MillionBanner, Video, Native125
Mathrubhumi15 MillionBanner, Native56

(e) Marathi

MediaReach/Month (Similarweb)Ad TypesPricing ModelCost Per Unit in INR
Loksatta30 MillionBannerCost Per Thousand Impressions125
IBN Lokmat10 MillionBanner, RoadblockCost Per Thousand Impressions156
Lokmat9 MillionBanner, NativeCost Per Thousand Impressions150
Maharashtra Times5 MillionBannerCost Per Thousand Impressions97
Saamana1 MillionBannerCost Per Thousand Impressions150
Pudhari1 MillionBannerCost Per Week2,540

(f) Tamil

MediaReach/Month (Similarweb)Ad TypesCPM in INR
Dinamalar9 MillionBanner, Roadblock175
The Hindu Tamil4 MillionBanner, Video90
Daily Thanthi4 MillionBanner, Article, Social Media Post130
Maalaimalar4 MillionNative ad40
Dinakaran2 MillionBanner, Native111
Puthiya ThalaiMurai3 MillionBanner, Social Media Post200
Dinamani2 MillionBanner, Native ad133

(g) Telugu

MediaReach/Month (similarweb)Ad TypesPricing ModelCost Per Unit in INR
Eenadu29 MillionBannerCost Per Thousand Impressions140
TV9 TeluguNABanner, VideoCost Per Thousand Impressions111
Andhra Jyothi10 MillionBanner, VideoCost Per Month3,88,890

Kindly note that the above-mentioned details are indicative only. In case you would like to get an accurate data point for any of these platforms, we are just a mail away. Reach out to us at Help@TheMediaAnt.com for any digital advertising query.

Source:

  1. https://www.comscore.com/Insights/Presentations-and-Whitepapers/2019/Trends-in-Online-News-Consumption-in-India
  2. www.themediaant.com 
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