The news: Less than 3% of consumers in India recall digital ads they see despite spending an average of 2.17 hours daily consuming videos on mobile devices, per a report from RK Swamy Centre for Study of Indian Markets.

• Of the more than 600 brands recalled, only 11 were recalled by 3% or more by the study’s 3,000 respondents. Respondents only remembered 1.5 brands on average.
• YouTube leads in recall and viewing time. Across platforms, YouTube maintained the highest number of recalled brands (1.52), while Facebook (1.5) and Instagram (1.49) were close behind.
• Factors potentially contributing to low recall were the majority (57%) of respondents feeling that ads were generally irrelevant, 50% muting non-skippable ads, and 69% disliking ad repetition.

Zooming out: Low digital ad effectiveness isn’t exclusive to India.