After two years of low-key celebrations, consumers are looking forward to celebrating the festive season in a pre-Covid way. Malls and markets are in full swing, and shoppers are eager to start their festive shopping and celebrate Raksha Bandhan, Ganesh Chaturthi, Onam, Navaratri, Durga Puja, Diwali, Christmas, and New Year’s Eve with the same fan family forever together with these festivals. and the brands couldn’t be happier.
According to a recent market study, advertisers have allocated a large portion of their advertising budget to targeting eager buyers. The consumption of digital video (OTT platforms) has increased manifold over the past few years, and advertisers are also putting larger portions of their budgets into digital video marketing.
This year, the massive cricket line-up coincides with the upcoming festivities, handing brands a golden ticket to target passionate audiences with their marketing messages. Thirteen matches of the T20 Asia Cup will be played from August 27 to September 11, 2022, with the most anticipated match of the season being the India-Pakistan toss-up with the possibility of three thrilling clashes that are expected to catch the eye like never before. So, it is not surprising that viewership for the upcoming Asia Cup is expected to be at its peak, making these series a lucrative investment for advertisers.
Features for Asia Cup and T20 World Cup on Disney+ Hotstar are already sold out, and the remaining inventory is selling fast.
According to Disney+ Hotstar’s Brand Lift studies, multi-tournament presence helps brands partnering with different sports properties see a threefold increase in key metrics such as ad awareness, message association, and purchase intent.* And this year’s cricket series will allow brands to make the most of their campaigns during the festive season with strategy continuous presence.
More than a hundred advertisers are expected to be active in these tournaments, with Disney+ Hotstar providing access to the city’s most premium live sports audience. Advertisers also have custom targeting capabilities across several unique and creative ad formats for maximum engagement and visibility among relative audiences.
Brands have no shortage of opportunities to play their ads, be it mid-video and pre-video ads, features like Super 6s and 4s, wickets falling, a man of the match, etc., using LIVE squeeze-ups like the team and opening batsmen walking in, their squeeze up for captains/screen players, extras, 3rd umpire decisions, specific overs, etc.
Sports advertising has undergone drastic evolution and to gain deeper engagement, brands are looking for innovative ways to connect with their audience through sports marketing. Online streaming is now more of a focus than ever and brands have made it a part of their marketing mix. This is where Disney+ Hotstar’s CreativeWorks team helps brands create tailored content to coherently tell their brand stories and create a special bond with their viewers.
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