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Indiamart.com is the most popular platform to display advertisements – reveals SEMrush Study
MUMBAI: SEMrush, online visibility management and content marketing SaaS platform, recently conducted a display advertising study. The report accumulated data from more than 5 million impressions from top Indian GND advertisers and publishers and divided them into different sectors of the industry. SEMrush used its Display Advertising tool to collect the relevant data from February to May and scored each domain on a scale from 1 to 100, the basis on internal algorithms.
Advertisers mentioned in the reports are the domains which display ads appeared at least 100 times per month in India and its publishers are referred to the domains which show such displayed ads. The study is centric to display advertising trends on e-commerce sites belonging to the shopping niche.
This report by SEMrush- which offers solutions for SEO, PPC, content, social media and competitive research reveals that 32% of audiences who visited top e-commerce websites the most are in their 30s with almost an equal share of men and women counting to 51% and 49% respectively. However, audiences who viewed the ads on the top e-commerce GDN publishers the most also belong to the same age group, but men viewed ads more than women.
While selecting the industrial preference to place ads, Art and Entertainment remains the most favorable ad placement platform for 23% e-commerce advertisers, and Computer and Electronics websites stand second in the preference list with 20% advertisers. Desktop is the most used device to view ads on websites with 25% audience share.
The study also finds that advertisers prefer 728×90 ad size in several ecommerce industries including Beauty and Fitness, Computer & Electronics, and Food & Drinks. Moreover, advertisers select 67% responsive ad formats and only 33% of image only formats while publishers almost equally prefer both the formats.
As per the report, each industry has a topmost publisher, but Indiamart.com in the Business & Industrial sector tops the list with the highest traffic share of 71%. Other leading publishers are Rushlane.com in the Auto & Vehicle industry with 57% traffic share and Vegrecipesofindia.com in the Food & Drink industry with 41% traffic share.
Analyzing the findings of the report, Mr. Fernando Angulo, Head of International Market, SEMrush says,“E-commerce websites are the most favorable platforms to place and view advertisements and this study primarily focused on the display advertising trends on shopping websites, which is relatable to a huge category of our audience. The advertising trends stats and other relevant data may help them refer to the data and seamlessly apply it to run their campaigns effectively.”
MAM
Microdrama Specialist COL Group International Builds Out With Narativ, Rock Networks & BlingWood Deals
MUMBAI: Microdrama powerhouse COL Group International is building out its distribution network, with its CEO saying vertical video is about to enter its “next competitive chapter.”
The microdrama arm of publicly-listed Chinese company COL Group appointed Narativ Media as its official distributor in the Middle East and North Africa (MENA) and CIS regions and Africa, and a struck new content deal with a new Dubai-based microdrama platform.
The deals were unveiled this morning at MIP London, and also included Rock Networks as its exclusive Southeast Asia telco distribution partner for its app, FlareFlow. MIP London is now into its second day at the Savoy Hotel and adjoining IET London complex.
The deals come soon after COL appointed Harbour Rights to represent its titles in Europe and Latin America, as we reported yesterday in our extended feature on microdrama distribution.
COL’s Singapore-based microdrama unit says its “coordinated global distribution architecture and significantly expanded international content slate” would help to scale its catalogue to more than 1,700 microdrama titles worldwide. These hail from South Korea, Japan, Africa, the Middle East, Southeast Asia and the UK and roll out across Sereal+, FlareFlow and 17K.
A deal with Dubai-based BlingWood, which recently launched as an OTT platform, will expand COL’s access to Middle Eastern and Indian microdramas, and includes a broader pipeline of Indian series from storytelling platform Pratilipi, Korean titles from BeLive Studios and British reality-led formats from Tattle TV — the UK’s first dedicated microdrama app, including titles such as Dog Dates.
“Microdrama is entering its next competitive chapter, where quality, retention and monetization standards are increasingly shaped by data and operational discipline,” said Timothy Oh, General Manager of COL Group International.
“As pioneers in both China and the U.S., scaling some of the world’s leading platforms in this space, we understand what it truly takes to win sustainably. Our role is not simply to offer catalogue volume, but to help partners select, position and scale the right content for their platform and audience. By bringing together a broad, constantly refreshed slate from across regions, we enable smarter curation, clearer differentiation and long-term growth for serious industry players.”
Narativ deal
COL and UAE-based Narativ described their deal as a “strategic expansion of premium vertical content distribution across high-growth emerging markets,” and comes as the microdrama continues to boom financially. The growth of the medium will be among the key topics of conversation today at MIP London, where COL chief Oh will be speaking.
The pact extends beyond content representation and is being billed as part of a more “structured micro-drama distribution infrastructure.”
Narativ will spearhead market development, platform alliances, broadcaster relationships and digital monetization frameworks across the MENA and CIS regions and Africa, where they have identified “rapid mobile-first consumption growth and strong demand for short-form, high-engagement storytelling formats.”
“Micro-dramas are reshaping global viewing habits, particularly across mobile-first markets like MENA, Africa and CIS,” said Manjyot Sandhu, CEO and co-founder of Narativ. “Our appointment as official distributor for COL Group in these territories reflects Narativ’s strategy to build sustainable distribution architecture.
“A key pillar of the collaboration includes integration with FlareFlow, enabling strategic telco partnerships, bundled carrier offerings, and alternative monetization pathways designed to accelerate scale across mobile ecosystems and OTT platforms.”
Oh added: “We are building more than a content slate – we are building the global infrastructure for microdrama. With hundreds of new titles launching every quarter, scale and regional strength are critical. Narativ with its deep foothold in MENA, Africa CIS and other key markets makes them a natural strategic partner as we expand FlareFlow and bring microdrama to new platforms, telcos and audiences.
Narativ, which is joint venture Sandhu operates with Copyright Capital, manages around 7,000 hours of content and has a digital network spanning 150 million subscribers across 21 language.
COL Group has emerged as one of the biggest microdrama platforms, running platforms such as FlareFow. It is also a part-owner of ReelShort.
