Since the beginning of the second quarter, the whole work-life routine has bounced back to normalcy, thus bringing in high demand for goods and services across different categories and segments. The advertisers have witnessed a significant change in customers' purchasing behaviors and patterns, leading to an uplift in sales compared to the previous quarter. According to Admitad stats, online brands are betting on the CPA market as a potential revenue stream more than ever, showing an impressive growth of 67 percent GMV in partner sales, quarter on quarter.
Croma, Samsung India, ClearTrip, and Magzter are a few of the brand affiliate programs that have performed well in terms of the number of orders, making them the top campaigns for the second quarter.
E-commerce led the segment with “Apparel, footwear & accessories”, “Household appliances & electronics”, and “Personal care & pharmacy” as the top 3 categories, contributing 55 percent, 20 percent, and 19 percent respectively.
Online services grabbed the second spot, where “Online food deliveries”, “Event tickets & entertainment”, “Movies and music”, and telecommunication services contributed significantly to the growth.
The Financial Services segment secured the third spot with investments, credit services, deposits, and insurance as the top-performing categories, contributing 48 percent, 23 percent, 12 percent, and 9 percent, respectively.
Lastly, continuing with the momentum, the travel segment kept showing significant growth this quarter, where hotels and flight reservations contributed 60 percent and 22 percent, respectively.
Neha Kulwal, Country Manager, Admitad India said, “Quarter two has performed well for online brands as well as for us. With our expansion into various business units and collaboration with brands from across segments, we had aimed at crossing our quarterly goals for this quarter and I am happy to share that we have achieved this major milestone. Talking about the traffic sources, coupons, social networks, and messengers are the traffic sources that have witnessed major growth in quarter two. As we enter the second half of 2022, we look forward to collaborating with more online brands, delivering value, growth, and achieving business objectives.”
Some traffic types were especially efficient in Q2:
With the healthy performance of online brands in the first 2 quarters and the upcoming festive season sales, beginning in India next month, it is expected that the revenues will continue to rise. This period of extra customer activities will inspire advertisers to come up with various offerings and lead to more user engagement. Also, it will be interesting to see how marketers will adapt to these offers and engage with their niche audience for promotion.