Wrapping up 2022: 3 trends that changed how the industry looks at OTT marketing

End of another year! OTT marketing continues to soar, taking possibilities on digital to higher levels. May it be busting myths around the effectiveness of long-form ads, the meteoric rise of CTV advertising or phenomenal brand integrations in marquee shows, 2022 was an excellent year for brands on Disney+ Hotstar.

Read on to learn about the top trends witnessed by the platform and the success stories that changed the game in 2022.

Long-form ads have a bright future on OTT

It’s a popular myth that the receding attention spans of audiences have made long-form ads irrelevant on digital. However, it’s not true. HDFC Life garnered 86% VTR for a two-minute-long ad, run in between live sports! 

The HDFC Life ad tugged at the heartstrings with an emotional narrative that spoke to Gen Z and millennial audiences. It focussed on a child’s expression of gratitude towards their parents for keeping them safe through the odds of the pandemic. The emotional connect of the story helped HDFC Life achieve a 13% uplift in Brand Favorability, which is about 2x of Kantar norms.

The campaign came with a lesson — as long as long-form ads have a compelling narrative, viewers will watch! 

Brands must go beyond vanilla ads inventory

Experimenting with deeper content integrations is becoming more and more crucial for brands. They need to become a part of the narrative for effective brand awareness and top-of-mind recall. 

One of Disney+ Hotstar’s brand marquee impact properties, Koffee With Karan Season 7 proved to be a goldmine of such opportunities for brands in 2023. 

MyGlamm leveraged the glamour of Koffee With Karan, its host Karan Johar and the celebrity guests who spend hours pouring their hearts out on the couch. The brand enjoyed high visibility on the show and extended the narrative with a high-impact campaign on social media. Celebrity looks became the hook, and make-up a tool to live the glam-up, helping the brand achieve a +19% uplift in message association.

Jaquar Lights showcased its range of lighting solutions on the set of Koffee With Karan. The narrative focused on the brand’s range of intelligent products and how they help set the mood according to the user’s preference within seconds. The integration led the brand to see a +9% uplift in online ad awareness.

Lenskart took it upon itself to glamourise prescription lenses by making the most of Karan Johar’s credibility in fashion. Karan would switch his eyewear for the rapid-fire round, pulling the viewers’ gaze to the brand’s range of stylish products. The show helped the brand achieve a +21% uplift in brand awareness.

Though brand integrations are the future of OTT advertising, vanilla ads continue to be excellent supporting characters, holding the fort with mid-rolls to keep audiences engaged during the breaks.

OTT viewers have an affinity for ConnectedTV (CTV)

There has been a consistent rise in the demand for CTV among viewers, a prominent result of the pandemic-induced lockdown. Disney+ Hotstar is witnessing a growing CTV adoption and content consumption in India. 

Brands have been quick to follow suit. 

Mamaearth leveraged Disney+ Hotstar’s CTV ad solutions for a 30-second ad featuring Shilpa Shetty Kundra. The brand put forth its entire narrative for the Ubtan Face Wash, complete with details on the ingredients and their benefits. 

The campaign showed phenomenal results, with Mamearth driving a +19% uplift in purchase intent. 

Pouring your heart and soul into crafting a successful marketing strategy for 2023? Contact us today to know how Disney+ Hotstar can aid in elevating them to the hilt.