Getting the media mix right: Disney+ Hotstar’s cross media study for Stayfree in association with Kantar
With the widespread adoption of the internet and OTT media, consumers have moved beyond traditional television in their entertainment consumption. As a result, advertisers increasingly choose to run integrated campaigns straddling television, OTT, online video platforms and social media. In this scenario, it becomes imperative to study the efficacy of individual media touchpoints and strive towards the most efficient media mix to meet business objectives. A cross-media study has emerged as a crucial assessment tool to understand the effectiveness of media channels with respect to overall & incremental reach and the impact on brand KPIs.
Asking the right questions
Recently, Stayfree introduced a new leak lock technology that lasts for 12 hours on its product – Stayfree Secure XL. It deployed a TV and digital-led campaign to drive brand consideration through this new communication. The brand chose to run the new leak lock technology’s thematic film on TV and a mix of thematic and a product demo film on digital media. Though the brand has already made inroads into digital marketing, it aimed to understand the efficacy of different media touchpoints in terms of reach, impact and efficiency.
Gaining rich insights with Disney+ Hotstar
Disney+ Hotstar, in association with Kantar, commissioned a cross-media study to provide insights to Stayfree on the role of different media touchpoints. The study was conducted across 4 different urban centers among the brand TG. The research happened in 2 phases: during and pre campaign to capture baseline and campaign increment.
Digital and TV – a winning combination to reach the right audiences
Compared to the campaign reach of 77% for “TV only” and 75% for “Digital only”, the “TV and Digital together” delivered a significantly higher campaign reach of 93%.* This implies that, for an urban audience, while “Digital” delivers a reach at par with “TV”, combining digital and TV in the campaign can be the winning combination for brands. “Digital” also delivers a significant unique incrementality of 16% over TV. Within “Digital”, Disney+ Hotstar delivered a 1/3rd share of the incremental audiences over TV. This is especially promising considering how Stayfree devoted only 1/5th of its total digital budget to Disney+ Hotstar. An interesting aspect of the campaign’s results was how Disney+ Hotstar’s incrementality over TV varied for heavy TV viewers versus light TV viewers. The platform drove 1.5X additional reach in the ‘Light TV viewers’ cohort.
Disney+ Hotstar leads ROI on consideration
The cross-media study delivered a comparison of different media vehicles on ROIs in terms of Stayfree’s brand KPI’s: consideration and imagery. The presence of Disney+ Hotstar’s highly engaged audience and its sharp targeting capabilities gave an impetus to Stayfree’s brand consideration. Disney+ Hotstar had an ROI of 1.7X on consideration which was the highest among all the touch points used in this campaign. On the other hand, longer edits and single minded messaging on TV led to TV delivering an impressive ROI of 1.3X on the brand’s key imagery scores.
Planning future campaigns with the right media mix
Results from the cross-media study for Stayfree’s campaign provide useful insights for future campaigns on multiple media. Each media touchpoint has its advantages and needs to be evaluated against the desired business outcome. “Digital” with its “always-on” feature complements TV well and scores particularly well when it comes to reaching newer audiences. Disney+ Hotstar is the most impactful and efficient touch point for brands looking at building consideration. Also, with Disney+ Hotstar’s TV like content and ad viewing, brands should look at deploying longer edits to drive brand imagery.
