Open Internet Ad Recall: Unveiling Digital Advertising Trends in India

Tuesday, 20 August 2024, 23:30

Open internet ad recall has surged, revealing that 80% of Indians are spending more time on OTT and CTV platforms. The TradeDesk report highlights how digital advertising trends are evolving, with user engagement shifting towards music streaming and other open internet channels. This changing landscape indicates a significant opportunity for advertisers to capitalize on enhanced ad recall rates.
Financialexpress
Open Internet Ad Recall: Unveiling Digital Advertising Trends in India

Open Internet Engagement: A Growing Trend

Open internet ad recall has risen dramatically, with 80% of Indians indicating increased time spent on platforms like OTT and CTV. A survey conducted by The TradeDesk reveals that while walled gardens dominate ad spending, there's a gradual shift towards the open internet. Many young adults now prefer these platforms for a more engaging and user-focused experience.

Ad Recall Rates: Open Internet vs. Walled Gardens

According to the report, ad recall is significantly higher in open internet channels. For instance, online gaming boasts a remarkable 25% ad recall rate among young adults, while music streaming and OTT platforms achieve 21% and 20% respectively. This contrasts sharply with social media ads, which users find less engaging and often intrusive.

  • Ad Recall Rates by Medium:
  • Online Gaming: 25%
  • Live Game Streaming: 23%
  • News: 23%
  • Music Streaming: 21%
  • OTT: 20%
  • Social Media: 22%
  • YouTube: 17%

Changing Consumer Behavior

As noted, a significant preference is emerging for open internet platforms over traditional walled gardens, attributed to the dynamic consumption patterns of younger users. A notable 76% of Indian respondents anticipate continued engagement with the open internet.


This article was prepared using information from open sources in accordance with the principles of Ethical Policy. The editorial team is not responsible for absolute accuracy, as it relies on data from the sources referenced.


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