A startling new study reveals that, despite India’s booming digital video advertising market — estimated at around Rs 20,000 crore, only 11 brands manage to achieve more than 3 per cent aided brand recall, raising serious questions about the effectiveness of huge ad spends, according to research by the R K Swamy Centre for Study of Indian Markets (CSIM).
Study Details: Low Recall Despite High Usage
The white paper, titled Recall of Advertising on Digital Video Platforms & Channels, surveyed 3,000 people across 10 Indian cities to understand their digital video habits, ad exposure, and brand memory.
On average, respondents reported watching videos on their mobile phones daily, spending around 2.17 hours per day. Despite this high level of consumption, they were able to recall only 1.5 brands on average. Shockingly, more than 600 brands were remembered by less than 1 per cent of those surveyed, underscoring the significant gap between ad exposure and brand recall.
Who Made the Cut: The 11 High-Recall Brands
The brands that crossed the 3 per cent recall threshold are: Zepto (13 per cent), Zomato (6 per cent), Meesho (5 per cent), Nescafé (5 per cent), Flipkart (4 per cent), Amazon (4 per cent), Country Delight (3 per cent), Swiggy (3 per cent), Blinkit (3 per cent), Rummy Circle (3 per cent), and Dream11 (3 per cent).
Most of these are from quick commerce, online food delivery, e-commerce, groceries, and gaming categories — sectors that rely heavily on frequent user engagement and functional value.
Particularly, quick commerce stands out: among younger audiences aged 18–25, Zepto and Blinkit saw notably higher recall than in older demographic segments.
Disconnect Between Platform Reach & Brand Memory
The study also examined platform-wise brand recall and found that although YouTube leads in usage at 64 per cent, followed by Facebook at 19 per cent and Instagram at 17 per cent, the average number of brands remembered by users remains nearly identical across all platforms, at around 1.49–1.52. This indicates that high reach does not automatically translate into memorability; rather, user behaviour—such as skipping or muting ads—and the ad format itself play a far more influential role in determining recall.
Viewer Behaviour: Skipping, Muting & Irrelevance
The study highlights troubling behaviour among viewers, revealing significant challenges for advertisers. It shows that 78 per cent of respondents skip ads whenever possible, while 50 per cent mute them if skipping isn’t an option. Additionally, 57 per cent feel that most of the ads they encounter are irrelevant, and 69 per cent express dislike for seeing the same ad repeatedly.
Only 22 per cent of viewers say they actually enjoy watching ads. This widespread indifference and resistance create a major behavioural hurdle for advertisers, indicating that even when ads are delivered, they may not necessarily be effective.
Why Big Reach Isn’t Translating To Impact
Ad format plays a crucial role in determining brand exposure, as highlighted by S. Narasimhan, EVP & Chief Digital Officer at R K Swamy, who noted that while YouTube provides massive reach across genres such as news, sports, and creator-led videos, the widespread use of skippable ads significantly reduces their impact.
Additionally, non-skippable formats, though more effective, tend to be more expensive, prompting many advertisers to rely on skippable ads despite their lower contribution to recall. The study further emphasises that viewer behaviour matters more than the platform itself—actions like skipping, muting, or evaluating the relevance of ads play a far greater role in determining whether a brand remains top of mind.
Implications for Advertisers
This low brand recall despite high spending is a warning sign for marketers, indicating a clear gap between reach and impact. High reach does not necessarily translate into brand memory, as many brands appear to be focusing on volume rather than creating ads that leave a lasting impression.
The findings suggest that creative and targeting strategies need to be revisited, with a stronger emphasis on relevance, engagement, and reducing skip-ability. Marketers must also rethink their ad-format mix, balancing skippable and non-skippable ads depending on whether they prioritise reach or recall.
Furthermore, understanding viewer behaviour—such as skipping, muting, or experiencing ad fatigue—has become essential for optimising digital video campaigns and improving brand memorability. |
