The rise of digital as a platform for everything ranging from money transactions to information, entertainment and shopping over the last one year has not gone unnoticed by anyone. According to the report Digital Advertising in India 2021 by DAN and Exchange4Media, in 2020, when other media platforms witnessed a degrowth of 17% in ad spends, digital actually grew by 15%. Also, as per our recently concluded survey Indian SMEs Advertising Survey, 79 per cent respondents across categories are planning to advertise on digital platforms in 2021 .
Now, a very valid question that follows is- where to advertise in digital?
So, here we are with the top 10 digital advertising platforms calculated on basis of the number of visitors in the past year.
Hotstar is one of the most used video platforms across the country. Of course, the biggest attraction of the OTT platform is live streaming of the Indian Premier League that has given the platform reach equivalent to YouTube last year. However, there are very few platforms that offer content mix, user experience as well as advertising options at par with Hotstar. This year, with Disney, added to the existing platform, the offering has only got better.
And how can we forget the live streaming of IPL matches that has contributed the highest to the brand that Hotstar is today. In 2020, while IPL advertising on Star TV channels witnessed several new brands, it was IPL advertising on Hotstar that stole the show. With video advertising rates as low as INR 180 CPM and targeting options to filter audience based on geography, interest and device, IPL advertising proved to be a win-win deal.
And with every new IPL season, Hotstar continues to break its own records. And with people still preferring watching movies on OTT platforms rather than going to cinema halls have given another reason for advertisers to cheer because now they can also place ads during release of new movies on Hotstar Multiplex. Do you need any more reason for advertising on Hotstar in 2021? Don’t think so.
Popular Ad Types: Banner ads, Video ads, Masthead banners, App install/Lead generation
Popular Targeting Options: Gender, Age, Geo, Interest, Language, Genre, Device
Inshorts is a news app that selects the latest and best news from multiple national and international sources and summaries them to present in a short and crisp 60 words or less format, personalized for you, in both, English or Hindi. It is rated as the best app by more than 2 lakh users on Playstore. Advertising on such a platform can give massive reach as Millennials believe in Inshorts for their daily dose of news.
Last year, while Print witnessed a dip in circulation due to Covid-related restrictions, digital news platforms gained popularity. In case, you are looking for a digital platform that offers young, predominately male, premium audience majorly based in metro cities, Inshorts is the best platform for you for advertising in 2021.
Popular Ad Types: Banner ads, Video ads, Article, Magazine Card, Fact Card, Roadblock, Native ads, Logo Integration
Popular Targeting Options: Geo
Facebook needs no introduction. With a reach of 2.8 billion globally, Facebook has its largest base in India with more than 260 million Facebook users. Undoubtedly, Facebook is the largest social media platform in India.
According to the latest report by DAN and E4M, last year, social media advertising accounted for the highest digital ad spends. In our recently concluded social media poll on LinkedIn, 71% people agreed that social media advertising has worked the best for them in 2020. Hence, Facebook advertising should definitely be included in your advertising plan for 2021.
Category: Social Media
Popular Ad Types: Banner ads, Carousel ads, Video ads, Catalogue sale ads, Lead generation and app install
Popular Targeting Options: Geo, Gender, Age, Interest, Behaviour, Device
Youtube is one of the top sites (3rd in rank after Google.com and Google.co.in) according to Alexa Top sites in India. With 265 million as monthly user base, it has already reached 80% of the internet population in India. Hence, YouTube advertising in India is a very good opportunity for brands to reach their target audience.
This is where video advertising in India took off a few years ago and it has been growing at an unprecedented rate since then. Last year video advertising took over paid search to be the second highest digital ad type in terms of digital ad spends for 2020 according to Digital Advertising in India 2021 report by DAN and E4M.
Not only this, while YouTube was earlier seen as the go-to platform for the youth, as per the report, 73% of the audience belonging to the age group of 45 years to 54 years use YouTube to watch online content. Doesn’t this new piece of information really entice you to advertise on YouTube in 2021?
Popular Ad Types: Video ads, Banner ads, Masthead Video
Popular Targeting Options: Geo, Gender, Age, Affinity, In-Market, Life Events
Times of India App is the online component of the Times of India Newspaper. Times of India Website gives all the breaking news in the country from entertainment, politics, current affairs to sports, Times of India covers it all. It is the most trusted source of information. and helps in better user experience by providing organized news. Further, it is India’s largest and most influential news publisher in English and is read by 1 out of 2 online Indians.
If you think with print suffering lower demands due to Covid-19 means your favourite publications are withering away, that’s not true at all. While people may have paused and stopped their daily subscription to printed newspaper, it doesn’t mean, they haven’t broken up with their habit of reading newspaper daily- just the medium has changed- from print to digital.
Popular Ad Types: Video ads, Banner ads, Article, Native ads
Popular Targeting Options: Geo, Section, Audience type
Dailyhunt is an Indian language news application. It facilitates as a news aggregator app that delivers content in 18 different languages. It offers a variety of news including global, business, entertainment, sports, business, weather, technology, and the like. Advertising on Dailyhunt presents a unique opportunity to reach the right target audience through a mix of the appropriate ad type, targeting, and presentation.
With more and more people opting for digital content in their languages, platforms like Dailyhunt are very much in demand. With a base of 263 million monthly active users and 100 K content partners creating 250K content pieces across 14 languages, Dailyhunt is the king of regional content short format news and hence, should be included in your digital advertising 2021 plans.
Popular Ad Types: Video ads, Banner ads, Article, Masthead banner, Roadblock
Popular Targeting Options: Geo, Gender, Appographic, Language, Age, Retargeting, Keyword, Genre
Gaana App is a free music streaming website with a huge collection of licensed Indian & International music. It is one of the largest Indian commercial music streaming service with over 185 million monthly users. It was launched in April 2010 by Times Internet and provides both Indian and international music content.
With the pandemic pausing and delaying churning out of new content, many users found solace in audio entertainment. The music streaming app also responded to the opportunity by creating avenues to include more and more user generated content through Gaana HotShots (short format videos), live streaming with celebrity singers and podcasts.
Category: Audio OTT
Popular Ad Types: Audio ads, Banner ads, Roadblock
Popular Targeting Options: Geo, Gender, Language, Age, Interest, Genre, Device
Money Control has been a leading finance portal in India for a long time now. Money Control guides and tips its readers on managing and investing their funds in the right direction. Money Control also tracks the stock market constantly to keep its readers updated.
If you have a high ticket-size product or brand, Money Control can prove to be the best advertising platform for you.
Popular Ad Types: Banner ads, Video ads, Article, Social Media Post, Native Ad
Popular Targeting Options: Geo
Voot is one of the most popular video OTT apps in India. Mostly known for the digital platform for popular channels like Colors and MTV, Voot has several highly watched reality shows like Big Boss and Roadies popular among the youth.
Popular Ad Types: Banner ads, Video ads
Popular Targeting Options: Geo, Gender, Age, Interest, Language, Genre, Content, Device
Google has become synonymous with the Internet and hence needs no introduction. It’s one of the largest advertising platforms in the world and is the leader in most of the advertising formats- banner, video, and paid search.