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Digital campaigns have highest chances of growing: BARC Nielsen report

There is a significant drop in retail, travel and auto sector

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MUMBAI: As per the third edition of the BARC-Nielsen report on digital advertising, there is no drop in the count of creatives even after the COVID-19 crisis. According to the report, 11 out of 19 categories have maintained their demand in the market. Cosmetics market is highest at 185 per cent followed by corporate brand image at 175 per cent with hair care being the lowest at 108 per cent.

In the digital video category, sectors like retail, travel and auto have seen a major drop. Retail has faced the highest drop with 98 per cent followed by building,   industrial, land and equipments, as well as travel and auto.

The report also highlights that digital campaigns have the highest chances of growing among most of the other sectors. There is scope for advertisers in most sectors   to increase their footprint across more digital publishers.

The data is based on over 1500 digital campaigns measured using digital ad ratings over last six months. Entertainment sector has garnered 153 million impressions followed by automotive industry garnering 148 million impressions.

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