According to analysis by SilverPush, a data driven marketing and measurement company, the top three e-commerce players- Amazon, Flipkart and Snapdeal, saw a 30 per cent increase in ad spots during prime TV time; 35 per cent increase in ad spots on weekends.
SilverPush analysed the annual e-commerce festival in India for the top three e-commerce players. SilverPush’s analysis of these e-commerce brands digital ad campaigns and TV advertising from 24 September, 2016 to 7 October 2016 from over 150 popular Indian channels including GEC, movies, news, sports, and regional channels.
“All three brands launched new creative ad series for their annual festive sales and marketed aggressively on TV and digital media platforms,” said SilverPush in a statement.
According to SilverPush, Snapdeal captured 40.5 per cent of TV screen time, while Amazon and Flipkart had 33 per cent and 25 per cent of the share respectively. Share of General Entertainment Channels (GEC) dipped in TV ads while regional and movie channels (Hindi and English) witnessed an uptake
Amazon aired 15 per cent of its ads on regional channels, followed by English movies and sports channels. Flipkart aired 32 per cent of its ads on English entertainment and movie channels, followed by music and youth channels. Snapdeal relied heavily on movie channels, around 37 per cent of its creative series were on movie channels, followed by regional and entertainment channels.
There was also 81 per cent increase in internet searches for e-commerce players during the sale period. Youtube emerged as the preferred social media platform for all three brands with maximum focus and share of spends from Amazon.
Flipkart received the highest engagement on Facebook (likes, shares, comments etc.) in the pre-sale period with almost 60 per cent of the share showcasing the success of its aggressive social media campaign and maintained its dominance during the sale by capturing 69 per cent of the share. Activity of all three players on TV was in sync with the number of brand searches on Google.
Research firm Meltwater, in a recent report, also said that Flipkart had emerged the most talked about brand on social media during the festive period. The analysis says that 48 per cent of social chatter comprised of conversations discussing experiences and purchases through Flipkart with Amazon accounting for 24 per cent and Snapdeal accounting for 28 per cent.