INDIA'S FAVOURITE GAME IS BACK! - SEP - NOV 2020 - Big Media Kart
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INDIA’S
FAVOURITE
GAME
IS BACK!
SEP – NOV 2020
IPL IS THE FIRST BIG CELEBRATION OF 2020
8 Mn
NEW LEVELS OF
EXCITEMENT FOR IPL
2020 ONLY 17% OF PLANNED
SPORTS ON TRACK
1.2 Mn
ONLY 40% OF
2020 MOVIES TO
0.4 Mn RELEASE
0.2 Mn
IPL 2020 Top GEC
Pre-Season
2019
Full
Tournament Twitter mentions for July 2020
FANS CANNOT WAIT TO SEE IPL STARS IN ACTION
OTT VIEWING HAS BEEN EMBRACED IN THE NEW NORMAL
Disney+ Hotstar: Live Sports:
Monthly Engagement/User Bundesliga Video Viewers
8X
X
Aug ‘19- May –
Mar ‘20 Jun’20
Pre-COVID Post-COVID
Source: Hotstar analytics
THE FESTIVE SEASON WILL MARK A NEW START
51%+ are looking to
increase their spends on
non-essentials over the
next few months^
Festive 2019 saw 84%+
internet audiences spending
an average of INR 15,000*
despite economic slowdown
* Source: Understanding the Festive Shopper Journey, InMobi
^ Source: EY Future Consumer Index Survey
WE ARE REDEFINING THE CONSUMER JOURNEY ON IPL 2020
5 Min
Unlimited live match viewing only
for subscribers
+
Encourage sampling:
all users get to watch
up to 5 min of live cricket
per day for free
IPL 2020 ON DISNEY+ HOTSTAR
AFFLUENT ENGAGED GLOBAL FIRST AD FORMATS
FANS AT SCALE TARGETING ON LIVE ACROSS MARKETING
SPORTS OBJECTIVES
DISPROPORTIONATE ROI
IPL 2020 WILL REACH HIGHLY ENGAGED FANS AT SCALE
LIVE MATCHES
PRE & POST
LIVE SHOW
250 MN
PLATFORM REACH
SURROUND
CONTENT
THE PREFERRED PLATFORM OF AFFLUENT CONSUMERS
Travel & Holiday Education & Income
66% of Annual Travelers 40% are Graduates/Diploma Holders
15% of them travel abroad Average Monthly Household Income –
On international travel: INR 18,000
Avg spends 90k per member
Online Shopping Ownership
66% of Monthly Online Shoppers >70% penetration in premium durables
30% transact more than twice/month 70 % penetration in Owners of Car + 2 W
Entertainment Financial
90% penetration in Paid OTT Apps Audience 70% penetration in Investors of Stocks and MFs
Paid Apps : Free App Penetration - 75% : 63% penetration in Credit Card Users.
70% 20% of them with spends > 5k
on credit card per month
Penetration refers to number of users in a category, e.g. Online Shoppers who use Hotstar Source: TGI 2019 – Wave 2
9 TARGETING COHORTS AT THE SCALE OF LIVE SPORTS
Geo Clusters
TOP 6 METROS + HSM + SOUTH + WEST
Top Metros
DELHI NCR + MUMBAI + BENGALURU
Audience Profile
PREMIUM DEVICES (ABOVE 15k + CTVs) +
E-COMMERCE INTERESTBUILD BRAND AWARENESS - STORYTELLING AT SCALE
MIDROLL BILLBOARD FEATURES
10-30s video during live ad breaks First view display on all app pages Non clickable squeeze-ups at key moments
Geo/Behaviour targeting Single-day ownership High visibility asset (2-3 BN impressions)
~0.2% CTRs ~1% CTRs Tournament level ownershipDRIVE CONSIDERATION - INTERACTIVE FORMATS ON LIVE
PREROLL MIDROLL BRANDED
TAKEOVER CARDS
5-10s video before
Midroll ad ++ Display on Social Live Feed
user enters livestream
Post click lead-gen experience Audience-level targeting
Audience level targeting
~0.7% - 1% CTRs ~0.5% CTRs
~.3% - .5% CTRsIPL HAS BEEN SUCCESSFULLY LEVERAGED BY BRANDS
+10%
+9% +9% +9%
Aided Awareness Message Association Brand Favourability Purchase Intent
AVERAGE LIFT OF 9%-10% ACROSS
IPL 2019 CAMPAIGNS MEASURED
Source: IPL 2019 Campaign Brand Lift StudiesYEAR-LONG SPORTS BILLBOARD OWNERSHIP
RECRUIT AND ENGAGE CUSTOMERS
BRAND METRICS UPLIFT:
Post IPL 2019 60 Mn
3X
ACTIVE
USERS
Pre IPL 2018 20 Mn
HOMEPAGE BILLBOARD
3X
APP DOWNLOADS
IPL v NON IPL PERIOD
VIVO IPL has consistently been one of the largest aggregator of audiences…
Hotstar has delivered a seamless experience for cricket fans as well as
great value for Dream11. We see them as one of the leaders in content
consumption online and look to continue our association on high
engagement sports events.
Vikrant Mudaliar, CMO, Dream11
NATIVE FRAMES6s PREROLLS 10s
MIDROLLS
PERFORMANCE
HEAVY ASSETS NATIVE BRANDED
USER FRAMES CARDS
ACQUISITION
USER ACQUISITION METRICS
1.5 MN+ 3X #2
INSTALLS IN GROWTH IN FANTASY
30 DAYS USER BASE LEAGUE GAMEINTEREST TARGETING
REACHING OUT TO KEY AUDIENCES
+9%
UPLIFT IN BRAND AWARENESS
PREROLL ADS TO TARGET B2B COHORT
(RETAILERS, BUSINESS OWNERS)
70,000
APP INSTALLS IN 30 DAYS
Being an app built for Bharat, we’re always exploring new
channels to reach our core target audience. Disney+
Hotstar was able to target our core TG with the B2B
cohort on cricket where they are most engaged. The
campaign has helped us achieve our primary goals of
driving awareness and installs among our core TG.
MIDROLL ADS TO REACH OUT TO CORE HSM
GEOS & Ved Prakash Yadav, VP – Growth & Marketing, Khatabook
FREQUENCY BUILT WITH 10s EDITSPERFORMANCE
6s PREROLLS 10s MIDROLLS
HEAVY ASSETS
USER ACQUISITON
PERFORMANCE METRICS
70K 80% ~2%
INSTALLS IN INSTALL TO AD ASSET
2 WEEKS SIGNUP RATE CTRsSWIGGY POP
NATIVE FOOD ORDERING ON LIVE
25 MN
SWIGGY POP MENU VIEWS
22%
OF IPL SOCIAL FEED USERS INTERACTED
Our collaboration with Hotstar aims to satisfy the insatiable love we
Indians have for Cricket and Food.... Through this, we hope to build a
deeper bond with our cricket crazy fans by offering them an
uninterrupted viewing and extremely convenient food ordering
experience.
Srivats TS, VP – Marketing, SwiggyGEO-TARGETING
BRAND BUILDING IN RELEVANT MARKETS
+14%
UPLIFT IN BRAND AWARENESS
38 MN GEO-TARGETED REACH
+10%
UPLIFT IN PURCHASE INTENT
Hotstar, which has a high affinity with our TG, gave us the
flexibility to target, measure and efficiently scale up in
key markets that resulted in significant growth in
business and brand metrics.
FALL OF WICKETS OWNERSHIP
Nitin Khanna, AVP - Marketing, ACKO
2.2 BN IMPRESSIONSMEASURING BRAND & BUSINESS IMPACT
BRAND LIFT STUDIES ATTRIBUTION
CAMPAIGN METRICS BRAND METRICS
▪ Ad Recall ▪ Brand Awareness
▪ Brand Imagery ▪ Brand Recall
▪ Purchase Intent
‘Exposed vs.
controlled’ 3rd Party Installs/ Attribution
methodology MeasurementYou can also read
