6 ways to amplify brand awareness using OTT platforms
Brand awareness is a crucial aspect of the consumer’s consciousness. It not only establishes the brand’s value in the mind of customers but also helps them understand what the brand stands for. Brand awareness is one of the business’ greatest assets, especially in industries where competition is high. A differentiated message and an audience that can clearly distinguish a company’s brand from that of its competitors can mean the difference between success and failure.
Selecting the right channel is the key and Disney+ Hotstar offers what no other platform can. Besides its reach, the Neuro Success Index proves strongest cognitive engagement of ads on Disney+ Hotstar vs social media and online video (OLV) platforms. This is evident from the completion rates: 85% for Disney+ Hotstar, 35% for OLV and 2% for social media (Source: MOAT).
The sophistication and reach of the offering mean that, in addition to creating awareness, brands can leverage the platform to reach customers across different stages of their funnel through custom cohorts and re-targeting options.
There are several ways brand awareness can be amplified on Disney+ Hotstar:
1. High-impact creatives: Billboard fix buys help drive quick reach and video views/traffic to your website/app. Mid-roll takeovers and bumper ads help in driving greater awareness with short, actionable messages in 6 seconds or less. And for greater recall value, there is always the long-form video upto 3 minutes
2. Optimizing frequency: Campaigns with a frequency of 3.5+ show a 1.2x rise in aided awareness
3. Continuity: Brands that deploy consistent long-term campaigns see significantly better results in aided awareness (+12% when the second campaign is within 8-10 weeks from the first)
4. Asset mix: 14% lift in message association, which in turn grows campaign awareness when pre-rolls are combined with mid-rolls
5. Ad length: 30+ second creatives have a 1.4x lift in aided awareness. Longer edits work better in driving both, lower- and upper-funnel metrics
6. Creative best practices: The best results are achieved by following the C.L.I.P. principles:
- Clear brand role in the story: Aligning context with communication helps drive better message association
- Last frame, but also the first: The brand on all frames drives aided awareness
- Integrate early: Message association is driven better when the brand’s key proposition is integrated early on
- Presence of human/celebrity: A celebrity or human drives better brand recall
You may check our detailed report on creative best practices here.
As demonstrated, OTT platforms are essential to drive brand awareness with changing consumer habits. Given the advantages Disney+ Hotstar offers, it most definitely is the natural choice for maximising marketers’ efforts.
