Online Video Advertising in India: Trends and Insights

Strategic Insights -

In a rapidly growing online market, Indian brands are shifting their attention to online video advertising, driven by the increasing reach and engagement of the internet. Online video advertising platform, Jivox, has observed a significant trend among Indian advertisers, particularly in the consumer goods and automobile segments. According to Jivox, 60-65 per cent of its online video ad inventory in India is comprised of consumer goods and automobile brands.

Key Takeaways:

  • Jivox's client roster in India includes prominent consumer goods and automobile brands such as LG, Voltas, Nokia, Tata Indicom, Tata Sky, General Motors, Maruti Suzuki, and Fiat.
  • Apart from consumer goods and automobile advertisers, other categories such as travel, information technology companies, banking, and financial institutions have started using online video advertising, with a high demand for interactive and engagement-driven campaigns.
  • 80-90 per cent of Jivox's online video advertising clients in India are TV advertisers who use edited versions of their TV commercials for online campaigns, while less than 10 per cent opt for creating special video ads for the online medium.
  • Interestingly, in the US market, 45 per cent of advertisers on the Jivox platform are non-TV advertisers who create their own video ads, a trend that may soon replicate in India.
  • Jivox expects a shift towards video advertising as more people gain broadband internet access in India, especially among companies that do not currently advertise on TV.
  • TV advertisers are no longer concerned about the reach of the internet medium and are instead curious about the targeting capabilities and engagement metrics of online video ads.

Statistics:

  • 60-65 per cent of Jivox's online video ad inventory in India is comprised of consumer goods and automobile brands (Jivox, 2009).
  • 80-90 per cent of Jivox's online video advertising clients in India are TV advertisers (Jivox, 2009).
  • Less than 10 per cent of Jivox's clients in India opt for creating special video ads for the online medium (Jivox, 2009).
  • 45 per cent of advertisers on the Jivox platform in the US are non-TV advertisers (Jivox, 2009).
  • India contributes 40 per cent of the total Jivox revenue (Jivox, 2009).

Sources:

  • Jivox

- "Exclusive: Jivox co-founder and CEO Diaz Nesamoney talks about India's online video advertising market."

- "Jivox is planning to give broadcasters, cataloguers and content producers a platform to promote their offerings using online video ads."