Various sports are being played in India on national and international levels, such as hockey, badminton, tennis, football etc., but the most popular amongst them is cricket. Cricket is a sporting activity that unites the nation. When a cricket match is happening, people usually tend to give up on what they are doing and get glued on the television, mobile screens to watch the game.
Sports and advertising move hand in hand. Promoting brands has changed games into quite possibly the most productive ventures in the world. Sponsorship of product, arena and the team has been the most established brand promotion in sports.
Advertising of sports also includes the various forms of media like radio, newspaper, television and Out of home. Today advertising has gone digital. It contains digital content, digital marketing, social media, amongst others.
Sports advertising can be considered a promotion style that focuses on promoting both the brands and the sports and the team playing.
Due to advancements in technology, people and businesses can connect with a broader target audience using their gadgets like smartphones.
The marketing that is trending today is the live-streaming of sports. Brands can be profited by live streaming. The most entertaining part of a sports event is that it should be watched live, unlike any other entertainment, like TV, music etc.
The Indian audience perceives the brands to be energetic and young as most consumers comprise the country’s youth. Sports pass on a picture of a solid and dynamic way of life, giving the sponsors a chance to interface with the audience who are aware of a healthy lifestyle.
About IPL 2021
The Indian Premier League, which the BCCI founded in 2007, is a professional Twenty20 cricket league. It takes place between eight teams representing different states and cities in India. There have been 13 seasons of the IPL tournaments.
The previous season was held in UAE. The upcoming 14th season will be held across six venues in India’s different cities: Ahmedabad, Bangalore, Delhi, Mumbai, Chennai, and Kolkata. A total of 56 matches and knockouts will be played this season. The games will kickstart on the 9th of April, and the final game will be played on the 30th of May. The first game will be played in Chennai between Mumbai Indians and Royal Challengers Bangalore. The final match will be played in the world’s largest cricket stadium, the Narendra Modi Stadium in Ahmedabad.
IPL 2021 will be broadcasted on Star Sports network in India. Fans can watch the matches on Star Sports 1, Star Sports 1 HD, Star Sports 2, Star Sports 2 HD, Star Sports 1 Hindi and Star Sports 1 Hindi HD TV channels.
The live streaming of IPL 2021 will be on the Disney+ Hotstar digital platform.
About Disney+ Hotstar
Disney+Hotstar, India’s largest OTT streaming platform, streams a wide range of subjects, including sports, international and vernacular TV shows, movies and web series. It is owned by Novi Digital Entertainment, a subsidiary of Star India, a wholly-owned subsidiary of Walt Disney Company. It is India’s largest premium streaming platform with more than 100000 hours of drama, entertainment, movies in 17 languages, with a coverage of every major global sports event as well. Disney+Hotsar has content from Star India channels in both Hindi and regional languages.
The consumers of Disney+Hotstar
Hotstar’s demography shows 69% are the male audience as of March 2019. One major contributing factors are likely the sports-driven content, which is generally men’s interest genre. The age group between 15-24 remains the largest viewers amongst both males, females.
Credit-Indian OTT Platform 2019 Report by MICA
Why advertise on Disney+Hotstar?
-Hotstar has an audience base ranging from 6-35+ years old.
-Affordable premium subscription rates draw more audience.
-Has over 300 million monthly active audiences, 8.6 million concurrent audiences over its platform, turning it into a global entertainment competitor as of 2020.
-The Market and Users:
|Jammu and Kashmir||1-2 Mn|
|Himachal Pradesh||4-5 Mn|
|North East||7-8 Mn|
|Tamil Nadu||11-12 Mn|
|Jammu and Kashmir||1-2 Mn|
|Himachal Pradesh||4-5 Mn|
|North East||7-8 Mn|
|Tamil Nadu||11-12 Mn|
Advertising formats on Disney+Hotstar
The advertising format of Disney+Hotstar is of two types Non-Skippable, Display advertising.
-It is a 6-10 second ad that automatically plays before the video starts on both phone and desktop.
-10-60 second ad that plays during the video content.
1. In-Stream Display
-High-performance display ad played within the video stream in pre-rolls, mod-rolls.
2. Native Frames
-Placed on Disney+Hotstar home page to capture your customers’ attention as they browse.
Some more formats on Disney+Hotstar
With this option, the advertiser can see their brands being the first view display on all the app pages.
2. Squeeze-ups on live
They are seen in both landscape and portrait mode. Squeeze-ups allows the brands in displaying their campaign during the contextual moments of the match.
3. Interactive ad formats
Interactive ad formats allow the brands to interact with the audience during the live match.
They appear on the live social feed on the Disney+Hotstar app.
4. Watch Parties
This is how the stadium-viewing experience is brought home for the viewers by the Disney+Hotstar app.
Here the brand can partner with the Disney+Hotstar app to interact more with the audience. Few watch party winners can get to interact with the brand influencers during the live match.
5. Video duets and Hotshots
Video duets and Hotshots are social features. This is a way through which the audience can interact with the brand stickers and videos. The audience can share this with their circle on the Disney+Hotstar feed. This allows the brand to deeply interact with the viewers.
6. Branded Scorecards
Brands that opt for this can enjoy a tournament-long presence on the scorecard, which is the most visible asset.
7. Brand Pages
This helps to drive the audience towards the brand website. These pages will allow the brands to take over the social dashboard of the Disney+Hotstar app.
How to advertise during the live-streaming on Disney+Hotstar platform
1. First and foremost an OTT target audience is made. The creation of this target audience will be based on the information from the platform.
2. Launching of the campaign.
3. Advertising will be channelled to the audience through the OTT streaming devices. Different labels will be utilized to tell the media player how a specific advertisement ought to appear to the audience. At this point, all the information is received and processed by the player.
4. The last stage includes sending a report back to the advertiser which contains a wide range of insights and measurements about the advertisement which is the way to decide if the promotional campaign was effective or not.
How to measure whether your campaign was successful
Audience and content insight
Great messaging and inventive ways mean very little if brands don’t reach the right audience. Disney+ Hotstar gives audience insights by secondary sources and internal surveys.
The inventive A/B testing can follow this – testing the inventive amongst similar audience clusters with every cluster being shown just one creative to analyze its impact on the key performance indicator (KPI). Not only will this facilitate but will also determine the most effective inventive amongst driving the KPI. However, it will also help understand the proper audience for the product and test the communication messaging.
The creatives will be tested across:
- Duration: Brands will check creatives messaging over fifteen-second or twenty seconds to determine the effectiveness
- Message: Communicating message in multiple ways that conjointly helps advertisers perceive the most effective manner for a message to audiences
- Celebrity role: A/B testing makes it doable to check the efficaciousness of a celebrity’s presence during a campaign
Cross-media is conducted for cross-screen attribution. It is a strategic solution that measures the return of investment (RoI) and cross-screen impact. The cross-media involves the usage of various media forms to integrate your message through your campaign into the minds of individuals
The three major concerns of advertisers are:
What brand-building role did each channel play?
How did my campaign perform overall in adding to the brands KPI
What was the duplication among the various media touchpoints?
How did my brand campaign deliver on Reac and Frequency?
- Efficiency and optimization
How can I improve the media mix going forward?
What channels helped in building my brand most cost-efficiently?
The advantages of Cross-media are:
- Using the cross-media permits you to determine long relationships with entirely different enterprises.
- Campaign results are visible right once they’re commanded.
- Cross-marketing helps you to expand the selling of product.
- Joint campaigning contributes to a significant reduction in advertising prices.
- A joint cross-campaign provides a double impact compared to the campaigns conducted by the brand separately.
The impact on the brand
There is a survey which is the Brand Lift Study, that helps brands in understanding the impact the campaign has created amongst the audience. The survey also evaluates the impact of the message passed, brand awareness.
For some non-video resources that are portrait or landscape as layout Disney+ Hotstar is introducing an opportunity-to-see (OTS) approach. With this, brands can measure the effect of highlights on mind estimates like mindfulness and the purpose of buying.
For video, Brand Lift Study gauges the effect of the Disney+ Hotstar on mind estimates like mindfulness, the purpose of buying etc.
The previous season of IPL (2020)
According to a report titled ‘Television Viewership and Advertising consumption of IPL-13 2020’ published by BARC and Nielson, the scope and mass allure of IPL joined with the capability of TV to arrive at the nooks and corners of the country, brings about tremendous results that rise above limits of screens.
The report says that each 1 out of 3 TV watchers has watched IPL-13 live, 57 per cent being male and 43 per cent being female. The report also shows the rise in the watchers’ number; this season contrasted with the last two seasons. While there was a 9 per cent expansion from IPL-11 to IPL-12, there was a 10 per cent increment from IPL-12 to IPL-13. It likewise showed that 44 per cent of TV families watched the IPL season live.
Likewise, there was an increment in viewership as far as age group was concerned, explicitly seeing a 30 per cent rise in males and a 33 per cent rise in females. Even though there was growth across all age groups, the age group from 15-21 stands as the largest contributor to viewership.
With the start of the 13th season of IPL, smartphone usage saw an 8 per cent increase. The same stands for the video streaming scenario; it shows a rise of 13 per cent compared to the pre-IPL weeks.
Startups found a firm footing in the IPL TV advertising space, despite the pandemic.
Advantages of advertising during the live streaming
Brands can reach the target audience more refined by delivering advertisements for products and services based on their interests and needs.
- OTT Advertising reaches a broader audience via smartphones through the internet.
- Advertisements can be targeted to a different audience section based on their geographical location,age-group, ethnicity, demographics and search history.
- With all the data obtained about your audience, you can use it to find which ads are working and which ones aren’t to optimize further with insights you received.
- Since the OTT platform uses the internet, the viewers can watch the content on smartphones, laptops, tablets, HDMI supported devices, streaming boxes, video game consoles. The capacity to stream on different gadgets expands the measure of time people spend watching.