MAM 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 728x90 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 in the Business & Industrial sector tops the list with the highest traffic share of 71%. Other leading publishers are in the Auto & Vehicle industry with 57% traffic share and 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.”

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