Want to advertise during IPL matches but the budget is too low for TV Advertising? No Problem.
IPL 2022 is going to take place in India from Mar 26, 2022 to May 22, 2022 (IPL 2022 schedule in the image below) and will be telecast live on Star Sports Channels on television and Hotstar (Digital streaming Platform).
Here are 5 reasons how advertising on Hotstar might prove to be cheaper as well as effective compared to a TV advertising campaign.
1. Better control on who sees your ad
Unlike television advertising where advertisers cannot control who would see their ad, video advertising on Hotstar would allow the advertisers to choose their audience. During IPL 2022, advertisers have the option to select one or more targeting options based on the ad type. For mid-roll ads, advertisers can select only one targeting option while for pre-roll and brand cards, advertisers can select up to three targeting options. For more details about how to select a targeting option and how it would affect the pricing, write to us at Help@Themediaant.com or visit our hotstar advertising page.
Geography Targeting
One or more states: Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, Telangana, Maharashtra, Gujarat, Madhya Pradesh, Punjab, Haryana, Bihar, Uttar Pradesh, West Bengal, Odisha)
Or
Hindi Speaking Markets
Or
All the metro cities (Mumbai, Delhi, Bengaluru, Hyderabad, Kolkata, and Chennai)
Gender Targeting:
Female (All age groups)
Or
Male (30+ years)
Device Targeting:
Device cost more than INR 20,000
Interest Targeting:
E-commerce
Fashion
Finance
Travel
2. Cost-Effective
In IPL 2022, the cost of a 10-sec spot on TV advertising is about INR 10-12 lakh. However, there is no guarantee of how many people would be served your ad. Also, if you have a product that targets gender or age group like FMCG or financial services, the effective cost per reach of TV advertising may be higher.
Whereas on Hotstar during IPL 2022, for a 10-sec mid-roll ad, advertisers have to pay INR 210 for 1000 impressions* (without targeting) and INR 280 for 1000 impressions (with targeting). The biggest advantage of video advertising on Hotstar is that the advertiser can be assured that the predetermined number of impressions would be delivered to the audience of their choice.
*impressions refer to ad views of digital ads or number of times digital ads are displayed on the screen.
3. Clickable Ads mean higher chances of conversion
For a brand, getting engagement is the one of the most primary objective of advertisements. For marketers impressions and clicks are valuable to get close to drive advertising conversions. Clickable ads are the best way to drive website traffic, generate leads, and also build brand awareness. These ads pique the interest of the users and encourage them to take an action.
4. Higher Reach Than Best TV Shows
IPL 2021 on Disney+Hotstar witnessed 15x more viewership than the major TV shows like KBC, Sa Re Ga Ma and Big Boss. It also garnered a premium audience as 60-65% of CTV viewers watch IPL 2021 on Hotstar. This percentage is higher than television where mostly co-viewing happens and hence, higher chances of channels being changed during advertisements.
5. Interactive User Experience
Apart from playing a live match, Hotstar also engages users in games, social feeds, emojis and brand cards. This means while watching the match actively on Hotstar app, the audience would be able to obtain/share additional information/opinions about the matches through these features. Also, there are opportunities for advertisers to advertise through these properties as well.
Bonus: IPL 2022 is expected to be bigger for advertisers and brands
Hotstar’s growing popularity during IPL 2021 through numbers
What should be the minimum ideal budget to advertise during IPL on Hotstar?
The minimum budget for Hotstar advertising during IPL 2022 is INR 3 lakh. INR 5 lakh would be a good budget for a brand to advertise in a single match. A budget of INR 50 lakh would cover a week (5-8 matches).
Interested to know more? Write to Help@TheMediaAnt.com or visit https://beta.themediaant.com/digital/ipl-2022-on-hotstar-app-advertising
