·
4X more
people trust ads on news sites than social media in the current pandemic
·
291% increase
in pageview traffic for articles around home, business and personal loans
Taboola, the world’s leading discovery platform, has
released latest readership trends for most read topics in the past seven weeks
(53 days) in India . As
the lockdown got extended in many parts of the country, there has been a
significant change in peoples’ reading patterns. The Taboola network sees a
surge in traffic around subjects related to automotive, home loans, security of
video conferencing applications, and remote learning for students stuck at
home. Here are some of the key insights revealed from the readership trends
released for the period between 23 March 2020 – 14 May 2020:
Readership Trends &
Insights For Advertisers
· The entertainment vertical has seen a 56%
month-on-month rise in terms of ad spend from March to April
· People have clicked more on ads, from March to April,
in many categories such as Entertainment (13%), Finance (7%), Home (5%), and
Travel (34%)
· Interestingly, when the data for the past one month
(20 April 2020 – 10 May 2020) was analyzed, remote learning for adults and kids
saw a 75% increase in attention in India during COVID. There is a
steady increase in engagement (+29%) and Ad spend (+23%), projecting an
immediate opportunity for Indian education advertisers
What is India reading?
Taboola
Publishers network in India
shows an increase in traffic about topics such as health insurance and bank
loans in the past few weeks in India
as people’s finances have been impacted by the ongoing coronavirus situation.
The long period of staying home has also opened opportunities for shopping
online, these indicators offer deeper insights to brands seeking opportunities
to reach out to products and services related to indicated trends. Following
trending topics from the past 53 days from Taboola Newsroom reveals what people
are reading most about:
- Automotive: Interestingly, people are still reading
about new car models during this time even though it is unclear whether
they will commit to purchasing a vehicle.
- Security
issues with Zoom: Pageview
traffic to articles about Zoom’s security issues increased 161% during
this period.
- Online
Learning: Pageview traffic
to articles about online learning for students increased 38% during this
period especially as schools are closed and students are doing classes at
home.
- Taxes: Income tax filing season has been extended
until 31 July this year due to COVID-19. There has been an increase in
traffic related to articles about income tax, and the Taboola Network
recorded 2.6M page views on this topic.
- Finance: Articles about loans recorded 1.2M pageviews across the Taboola Network. Articles about home loans, personal loans and business loans have seen a 291% increase in pageview traffic this month.
- Technology: In the last month, pageview traffic to articles about the Apple iPhone increased 25% The Taboola Network recorded 8.3M pageviews about stories related to this topic.
- Immunity Boosting Foods: Pageview traffic to articles about how to
boost immunity, and recipes involving turmeric have seen a 39% increase in
pageview traffic. The Taboola Network recorded 5.6M pageviews about
stories related to health benefits of turmeric and recipes for
immunity-boosting foods.
The latest data shared by Taboola relates to
COVID-19, revealing shifts in how readers are consuming content during the
lockdown which also impact various brand strategies and how advertisers plan
their future budget spend during and post pandemic. This enables advertisers to
get a view of opportunities where they can get the maximum output for their
advertising dollar.
Data from Taboola Newsroom identifies topics and news categories which
have seen an increase in pageview traffic for the past 53 days. This data comes
from the wide network of Indian news publishers Taboola works with.