How to get India hooked to your brand’s video content
Out of India’s urban population of 236 million, 170 million are on OTT platforms (156 million on Disney+ Hotstar). This is an audience waiting to be reached because OTT offers the best of both worlds, digital and linear – direct targeting by platform and audience, direct measurement, high ad completion rates, viewability and more engagement.
While advertisers usually focus on optimising media and targeting, it is as crucial to optimise creatives for a successful OTT campaign. Disney+ Hotstar and the Mobile Marketing Association (MMA) have launched an in-depth guide to help brands develop effective creatives along with a fruitful media strategy.
For maximum impact, the guide suggested a five-step model:
1. Follow the C.L.I.P. principle
This directly impacts aided awareness and message association. It entails:
- Clear brand role in the story: Aligning communication to context drives message association
- Last frame, but also the first: Having the brand in all frames drives aided awareness
- Integrate early: Integrating the brand’s key position quickly leads to better message association
- Presence of human/celebrity: Enhancing brand recall with human face
2. Longer creatives tell the complete brand story
OTT platforms enjoy longer attention spans and greater viewer engagement. This means there’s no need to cut a brand’s story short.
3. Contextualise creatives
Contextualised communication leads to better results and OTT platforms provide the best opportunities for it. From 10-second videos to long-form content, they come together for effective 360-degree campaigns.
4. Raise the frequency
The higher the frequency, the greater the purchase intent, ad and brand recall. The study showed the link between frequency and mind measures, implying that brands must alter media planning to achieve campaign goals.
5. Use a combination of pre-rolls and mid-rolls
Planners have long struggled over the choice of pre-rolls and mid-rolls. While the latter may suffice for ad and brand recall, a combination of both is best to drive message association effectively.
For an in-depth look at all the findings, download the report here.
In conclusion
Content consumption patterns are continuously evolving, and with it changes how audiences engage with brand messages. It is video campaigns with the right creative aspects which will achieve the maximum impact in the long run.
