Above & Beyond: Lessons in Marketing Leadership with iD Fresh Foods shows how the brand tapped into Disney+ Hotstar’s high audience engagement rate to achieve significantly greater ROI

iD Fresh Foods’ has a simple, generous vision: to bring home-style traditional, chemical and preservative-free, fresh food in a packaged format, to its primarily millennial consumers.

In this episode of ‘Above & Beyond: Lessons in Marketing Leadership’, Rahul Gandhi, Chief Marketing Officer, iD Fresh Foods, elaborates on the brand’s successful association with Disney+ Hotstar. The OTT platform enabled iD Fresh Foods to reach its target audience and achieve the desired business results.

With millennials spending more time on digital, the brand looked for data to understand where they spent the most time online. And data suggested that Disney+ Hotstar was their destination.

Rahul Gandhi explains, “The amount of content on the platform is vast, but with the quantity also comes quality. The data also shows that the time spent and the engagement rate on Disney+ Hotstar is high.”

The brand’s ads on the platform achieved a view-through-rate (VTR) of 96%. Rahul Gandhi elaborates on the two reasons this was so. “Disney+ Hotstar has an uninterrupted ad format with unskippable ads, giving you a high VTR. Secondly, the platform has a high audience base. We looked at the data, found the audience’s consumption habits of the audience and created custom messages for those audiences. It helped us efficiently reduce marketing spends. The platform offers great ROI for the marketer; in fact, we have gotten 10-15 million impressions for each campaign,” he says.

High VTR notwithstanding, Gandhi believes this is just the start. With bandwidth increasing along with the internet penetration in India, he expects OTT to be the platform of choice for marketers in the next few years.

In closing, he advises marketers to ‘use video’ more, and especially marketers who are looking to spend on the platform.

He explains “The music, sounds, emotion and visuals help build memory structures. Video has dominated in the past and will most likely continue to dominate the future. A viewer on OTT is most likely to watch a long-format video. If you were to watch a 30-second video, you’d hate a five-second ad before that. However, if you’re watching the IPL on Disney+ Hotstar, for instance, you’re watching a four-hour match with breaks in between. So, from a consumer mindset point-of-view, they are tuned to watch advertisements in those breaks. That’s why, OTT platforms work so well for advertisers.”

Here is the entire episode.