Viacom18 is taking an unprecedented step to revolutionize the advertising landscape by launching a new strategy for the upcoming IPL season. These terrestrial broadcasts are the IPL’s first offerings in the Indian broadcast community after its revenue-generating digital broadcasts on television last season, leading to a major shift in favor of broadcasting.
JioCinema is at the forefront of this development by expanding its services to support advertisers regardless of their business size or marketing objectives. IPL 2024 Advertising offerings have been carefully designed with a focus on driving business value, measuring potential and leveraging digital platforms.
JioCinema’s IPL 2024 products are diverse and each targets a specific goal: increasing product visibility, product integration, seamless printing, useful products and innovative collaboration ideas. Let’s look at these products in more detail:
Impact
JioCinema’s brand spotlight is a novel feature that leverages the IPL’s unparalleled ability to captivate India’s audience, particularly on the opening day. This feature offers a unique opportunity for five select brands to premiere their IPL campaigns in the opening moments of the first match, bypassing traditional mass media campaign limitations. Additionally, JioCinema advertising masthead now supports video, and Scorecard Branding allows advertisers to own various match elements, enhancing brand visibility.
Innovation
Building on the success of multiple feeds in the last IPL, JioCinema now allows advertisers to own an entire feed, customized to their specifications. This approach, along with Vertical Highlights, aligns with the current trend of short-form vertical videos on social media.
Engagement
Jeeto Dhan Dhana Dhan, India’s largest live fan engagement platform, offers brands an avenue for high engagement and integration of special brand messages. This platform witnessed over 50 Million participants and a billion game plays last season.
Ads for Business
JioCinema introduces features like Click to WhatsApp and Auto-fill Ads to streamline lead generation and consumer data collection, enhancing the viewer experience and advertiser effectiveness.
Integration
The platform also aims at enhanced integration opportunities that helps brands to tap into their massive pool of cricketing icons, influencers, and celebrities, who can be used in social media campaigns.
Anup Govindan, who leads revenue at Viacom18 sports, has emphasized the importance of certain features in how digital ads are tailored. He also mentioned that the Brand Spotlight, a unique feature, is set to be the only one of its kind for the entire season in upcoming years.
JioCinema, one of the IPL’s platforms and the one that amassed a viewership of 450 million and aims to have a higher one containing 650 million during the same event, 2024 . This challenging goal totals with increasing sales of CTVs and Ultra HD 4K devices, which serves as a platform for the advertisers wishing to reach the elite audiences.
Another example of this is that, the JioPhone and the JioBharat 4G feature phones also have played a big role in democratizing internet access in india. This has potentially brought on 35-40 million new viewers each tournament to the IPL audience, which is available in all regional languages. As a result, the league increasingly has a large advertising market that offers enormous possible repositioning.
Amidst the dominance of JioCinema, the free-to-use sports app that is available on Android and iOS, has become the foremost platform for sports fanatics, providing news, updates, scores, and videos on many social media channels. Comprehensiveness of this approach assures that JioCinema keeps being the front-runner amongst digital innovators in the sphere of sports broadcasting and advertisement system in India.
