Disney+ Hotstar, India’s streaming giant, has unleashed a powerful upgrade to its self-serve advertising platform.
This Version 2.0 builds on the success of its 2023 launch, aiming to make advertising on the platform a breeze for businesses of all sizes.
The enhanced platform caters to advertisers seeking to promote themselves alongside both captivating entertainment and thrilling sports content. Notably, the user interface is now multilingual, boasting English, Hindi, Tamil, Telugu, and Kannada for broader advertiser reach.
Ease of use takes centre stage in Version 2.0. A streamlined onboarding process gets businesses up and running with ad campaigns within just three hours. The platform offers end-to-end automation, making ad setup a smooth experience. Plus, advertisers can choose from various ad formats like mid-rolls and pre-rolls to deliver their message. Granular targeting options, exceeding 1,000, ensure advertisers hit their ideal audience segments with laser precision.
This strategic launch coincides with the highly anticipated ICC Men’s T20 World Cup 2024, a cricket event guaranteed to draw in massive viewership. To leverage this excitement, Star India has unveiled a new ad that captures the very essence of the tournament. The ad showcases India’s deep-rooted passion for cricket, featuring people of all ages playing the beloved sport. Moreover, Bollywood star Kartik Aaryan reprised his role as brand ambassador for the over-the-top (OTT) platform to promote the “Free For All, Har Match Har Ball” campaign for the upcoming multinational tournament.
Dhruv Dhawan, Head of Ads, Disney+ Hotstar India, said, “We are committed to empowering our advertisers and agency partners with innovative ad solutions. Our enhanced self-serve platform is a testament to this commitment, enabling advertisers of all sizes to capitalize on the significant opportunities presented by the ICC Men’s T20 World Cup 2024. With the inclusion of our Entertainment offerings, advertisers can extend their engagement beyond the marquee tournament, ensuring sustained audience connection. We eagerly anticipate the widespread adoption of our self-serve platform by advertisers and agency partners alike.”
Disney+ Hotstar’s self-serve platform offers a treasure trove of advantages for advertisers. Budget flexibility allows campaigns to start at a budget-friendly INR 50,000 for entertainment and INR 2 lakhs for live sports, making it accessible to a wider range of businesses. Additionally, the platform allows for mid-campaign adjustments, empowering advertisers to refine their targeting and messaging for optimal results. Real-time reporting provides valuable insights into campaign performance, allowing for strategic adjustments on the fly.
This launch reflects a broader industry trend. JioCinema, another Indian streaming platform, recently announced a targeted advertising campaign aimed at small and medium-sized businesses (SMBs) during the ongoing Indian Premier League (IPL) 2024. This initiative signifies a strategic shift by offering SMBs a cost-effective way to reach a massive audience.