Web Series Integrated with Brand Campaigns

Web Series Integrated with Brand Campaigns

Now, watching your favourite web series on OTT platforms like VOOT, Hotstar etc will fetch you more targeted campaigns and promotions, reports Times of India. Given that the audience on such platforms is between the ages of 18-40, brands are finding it easy to catch their eyeballs. Most new-age companies are thus launching targeted campaigns and advertisements on such sites. "An extra viewership of 5 lakh goes a long way to understand whether there is an engagement with the user. If you put an advertisement on television, you cannot quantify the number of viewers. With more ads on OTT, there is a scope of experimentation to see which ads resonate with the audience," said Ajay Rawal, national marketing head, JK Ansell, that makes Kamasutra Condoms.

Brands add that they find it easier to tap into the premium customer base, as the primary users of the OTT platforms are high-end mobile phone users, with higher disposable income. "It is easier to collect data such as demographics, video consumption patterns as there is assured viewership. Hence premium brands are launching innovative campaigns or associating themselves with unique content on our platforms to reach the audience on Sony Liv," said Udhay Sodhi, executive vice president and head Digital Business at Sony Pictures Networks. A Frost and Sullivan report says there are 66 million unique connected video viewers in India, of which 1.3 million are paid subscribers and the number is growing.Companies are also shifting from TV ads to targeted campaigns on OTT platforms.

These interfaces also stand to gain compared to YouTube, which mostly have dynamic user base where one cannot predict the content flow. With exclusive content either of their own or in partnership with the production houses like All India Bakchod or Miss Malini, the OTT platforms engage with brands beyond advertising and have the campaigns integrated into the web series. "The integration makes it more interesting and as a result, 81% of our viewers watch the campaigns fully. Also, when the content is on demand, the likelihood of watching it is high," said Tanay Desai, co-founder, Dekkho, where FMCG brands lead the race in running campaigns.The platform has over 20 brands running their campaigns and is growing at 30% every month.

SJP @DigitalAsian - ShareYaar

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