Schedule Important Dates in IPL 2019 Match Type Date Venue 23 rd March 2019 to 4 th May 2019 Team Matches Chennai, Mohali, Kolkata, Hyderabad, Jaipur, Bengaluru, Mumbai, Delhi 6 th May 2019 Qualifier-1 Kolkata 8 th May 2019 Eliminator Bengaluru 10 th May 2019 Qualifier-2 Chennai 12 th May 2019 Final Mumbai For complete IPL 2019 Schedule, click Here
Why Advertise in IPL 2019 on Hotstar? • Brand Awareness: Unlike usual OTT content, the audience engagement in case of live sports is much higher • Brand Association with IPL: Associating with the brand IPL through advertising would positively impact the advertisers’ brand. • Low Cost Per Reach: Cost per thousand impressions is as low as INR 120 • Minimum Budget Required: For the first time, advertising packages for IPL start at Rs 5 Lakh • Target: Advertisers can target audience by location or gender during live streaming of IPL matches
Case Study- FMCG Category: FMCG Objective: To increase Brand Awareness of a leading Mouthwash brand Approach • Target: Young audience in top 8 metros • Creative type: Video ad along with companion carousel to showcase functional message and product variants • Call To Action: Ad tiles with functional benefits directed to the brand website whereas ad tiles with product variants directed to ecommerce websites • Real Time Optimization: Optimization by adding billboards on TV & Movies listing page Impact • Significant increase in Brand Awareness (36%) and Purchase Intent (5%) • 33% increase in brand penetration within Hotstar consuming households
Case Study- Automobile Care Category: Automobile Care Objective: To increase Brand Awareness of a leading Engine Oil brand Approach • Target: Male (22-45 years) who are auto enthusiasts • Creative type: Video ad • Retargeting: Audience who engaged with the creatives once were retargeted Impact • 2X CTR vs average as a result of precise targeting • 9/10 consumers who saw the ad recalled it and 90% of them identified the brand • Brand’s association with “superior engine performance” went up by 11 points from 64% to 75%
Case Study- Ecommerce Category: E-commerce Objective: To increase traffic during End of Season Sale for a leading apparel ecommerce brand Approach • Launched branded content campaign “Be Your Star’s Secret Santa” • Viewers had to log in to the brand website, select a gift and send it to their favourite celebrities • Hotstar’s TV page billboard and midrolls video ads during the celebrities’ shows were used to drive awareness • Gift unboxing videos too were created and shared on social media as well as showcased during the celebrities’ shows.
Case Study- Ecommerce Category: E-commerce Objective: To increase traffic during Diwali Sale for a leading apparel ecommerce brand Approach • Sharp Targeting of Premium Audiences: Targeted Koffee with Karan show with campaign frequency of 3 • Webview Ads: The brand’s Diwali Sale landing page was served as a video companion unit Results • Video Completion Rate of 94% • CTR for video ads was 13% which is higher than average CTR • Webview ad unit visits to webview interaction rate was 10% • Webview ad unit click rate was 16%
Reach and Targeting Ad Type: Video Ads Reach (IPL 2018) Number of viewers 202 million Gender wise distribution 70% Male ; 30% Female Reach in urban India 55% Targeting Options Geography One or more states Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, Telangana, Maharashtra, Gujarat, Madhya Pradesh, Punjab, Haryana, Bihar, Uttar Pradesh, West Bengal, Odisha Hindi Speaking Markets All Metro Cities Mumbai, Delhi, Bengaluru, Hyderabad, Kolkata, Chennai Gender Female All age groups Male 30+ years
Recommended Packages Budget (in ROS 2-3 States/Metros Playoffs/ Lakh INR) Finals CPM Impressions Recommended CPM Impressions Recommended (10 sec) (in millions) Presence (10 sec) (in millions) Presence 5 120 4.16 1 match 240 2.083 1 match Can allocate upto 5% of inventory at 500 CPM (10' sec) 15 120 12.6 3 matches 240 6.3 7 matches 25 120 20.8 7 matches 240 10.4 7-15 matches 50 120 41.7 15 matches 240 20.8 15-30 matches Can allocate upto 100 120 83.3 30 matches 240 41.7 30 matches 5% of inventory at no upcharge (10' 150 120 125 30 matches 240 62.5 60 matches sec) 200 120 166.6 30 matches 240 83.3 60 matches 250 120 208.3 60 matches 240 104 60 matches 500 120 416.7 60 matches 240 208.3 60 matches
Ad Sample
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