2020 Flashback: Disney+ Hotstar’s ad formats enable holistic campaigns

New marketing realities demand new tools, as we read in the introductory blog in the 2020 Flashback by Hotstar Marketing Platform series. While Chapter 1 dealt with the need to deploy differentiated advertising formats based on marketing objectives, Chapter 2 explores this need in further detail through the array for formats available for holistic impact.

Given the need for results and altered consumer behaviour, one-size-fits-all is no longer a viable approach. Brands must deploy different ad formats suited to their needs and based on audience effectiveness.

Disney+ Hotstar, India’s leading OTT platform, has a wide array of advertising formats to assist all marketing needs.

Here’s how a couple of advertisers used them to ensure their campaigns were a hit:

P&G

The FMCG major’s campaign was spread across geographies, a wide range of brands and marketing objectives. To achieve them, P&G utilised a range of ad formats – mid-rolls, mid-roll takeovers, pre-rolls and billboards.

In addition to using a range of ad formats, P&G also used contextual marketing alliances, such as women’s hygiene product Whisper’s sponsorship of the film Chhapak, to drive brand visibility and message association through these formats.

As a result, P&G achieved top-of-the-league click-through rates (CTRs) on the platform. You can attribute this to the precise targeting, which Disney+ Hotstar offers, and contextual creatives – as well as enhanced interactivity through mid-rolls and companions.

Omron 

Wellness equipment major Omron deployed a campaign spread across two months on the Disney+ Hotstar platform. The brand partnered with Disney+ Hotstar at a time when consumers were increasingly looking after their health due to the COVID-19 threat. Omron chose an array of formats to tell their brand story which was themed ‘I’m prepared’.

Disney+ Hotstar recommended its ‘Health & Fitness’ custom package, most suitable for health and wellness brands like Omron. For three months, the platform used a mix of CPM billboard, midrolls (webview and carousel) and native display from the package to reinforce Omron’s story.

The tools you use are critical to the achievement of goals. On OTT platforms, no one comes close to Disney+ Hotstar in enabling holistic brand campaigns through a bevy of ad formats.