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Despite digital video emerging as India’s most consumed entertainment format, a new study by R K SWAMY Centre for Study of Indian Markets (CSIM) reveals that brand recall on these platforms remains extremely poor—raising questions about the efficiency of thousands of crores spent on video advertising every year.
The white paper, Recall of Advertising on Digital Video Platforms & Channels, surveyed 3,000 respondents across 10 cities and examined digital video habits, ad exposure and brand memory.
The study finds that 93 per cent of respondents watch videos on their mobile phones daily, spending an average of 2.17 hours per day. But despite this scale, respondents could remember only 1.5 brands on average, and more than 600 brands were recalled by less than 1 per cent of the audience each. Only 11 brands crossed the 3 per cent recall mark—stark evidence that visibility does not translate into memorability.