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THE #1 DESTINATION TO BUILD YOUR BRAND
DISNEY+ HOTSTAR HAS MASSIVE SCALE ACROSS ENTERTAINMENT & SPORTS
Entertainment Sports
260 Mn MAUPlatform Scale during IPL
65% of all OTT Users Watched Disney+ Hotstar during IPL ‘20 (Wk 1)Significant reach aggregation within the digital universe
25 Targeting Cohorts on Live SportsAcross Geo & Affluence
Innovative Ad FormatsBranded Cards, Social Feed, Squeeze Ups
192 Mn MAU#1 TV Channel in Urban India
28 Mn SubscribersLargest OTT Subscriber base in India
45 Mins/user/dayHighly Engaged Users
50% Primary Screen ViewershipHotstar First Audience
100+ Targeting CohortsSharp contextual targeting
Innovative Ad FormatsTo maximize engagement opportunities
HOME TO THE MOST PREMIUM BRAND-SAFE CONTENT IN THE COUNTRY
All content may not be available for advertising
CURATED 100% BRAND SAFE CONTENTStringent Quality Checks and SnP guidelines followed on all content
Disney Catalogue (Hindi, Tamil, Telugu)
Hotstar SpecialsMovie Premieres Popular GEC Shows
Disney+ Hotstar Scale =
65%TV Urban (ALL ADULTS 15+) Reach
Significant reach in
regional markets as well
Maharashtra, Telangana, Tamil Nadu, Kerala
contribute to ~40% of the total WT
on the platform
TN / PONDICHERRY 13.8 MN (43%)
GUJ / D&D / DNH 10.6 MN (48%)
UP / UK17.2 MN (65%)
AP/ TELANGANA19.7 MN (76%)
KARNATAKA12.1 MN (56%)
MAH / GOA 27 MN (56%)
PHCHP16.4 MN (102%)
MP / CHHATTISGARH 10.7 MN (55%)
KERALA4.5 MN (34%)
RAJASTHAN7.8 MN (62%)
ORISSA3.8 MN (77%)
Delhi16.5 MN (132%)
BIHAR / JHARKHAND 15.8 MN (139%)
WEST BENGAL13.5 MN (59%)
*TV Reach comparisons MF 15+ Urban
PAN INDIA 192 MN
WITH SIGNIFICANT SCALE ACROSS KEY MARKETS
PRIMARY VIEWERSHIP DRIVEN BY YOUNGER AUDIENCES IN URBAN MARKETS
Gender
65% Males
35% Females
Age
70% 18-34
60% 25+
30% 35+
Geo
50% Top 8 Metros
80% 1 Mn+ Towns
Device Price
15% 20K+
40% 10-20K
Affluence
85% NCCS AB (Free)
1.3X AB Contribution (VIP)
Devices
95% Mobile
5% Web
Cross-App Usage
73% Shoppers
40% E-Walleters
25% OTT Lovers
Language
61% Hindi
11% Tamil
9% Telugu
AN EVOLVED, EDUCATED CONSUMER BASE WITH INTERESTS SPANNING MULTIPLE ARENAS
Educated & Affluent40% are Graduates/Diploma Holders Average Monthly Household Income – INR 18,000
Audiophile70% of consumers who like to watch Music shows are on Disney+ Hotstar
Online Shopper66% of Monthly Online Shoppers77% Urban Indians who spend>Rs 5000 in 6 months on online shopping
Auto/Durable Owner70% penetration in Owners of Car + 2 W~40%-50% own a Washing Machine, Fridge or Air Conditioner
Premium Content Lover90% penetration in Paid OTT Apps Audience
Financially Secure 70% penetration in Investors of Stocks and MFs63% penetration in Credit Card Users.
Avid Traveller66% of Annual Travelers 15% of them travel abroad
Cooking Aficionado67% of “People Interested in Cooking“ or are “Recipe Enthusiasts”
Grooming & Beauty2X indexed for Specialty creams like Acne, Lip Care & Blemish ControlIndexed positively across Hair Care Products like Shampoos & Conditioners
Source: Kantar World Panel, TGI Wave 2
WHAT’S DOES IT MEAN FOR AN ADVERTISER?
- 28 MN+ AFFLUENT, ENGAGED SUBSCRIBERS
- INDUSTRY FIRST, MOST EFFICIENT ADVERTISING
SOLUTIONS FOR VIP SUBSCRIBERS
Jan’20 - Dec’20 saw significant increase in subscribers
5XGrowth in VIP User Base
2.5XCTV Growth
THE LARGEST OTT SUBSCRIPTION IN INDIA WITH 28 MN+ PAID SUBSCRIBERS
80% of VIP consumers are in the 25+ Age bucket (vs 60% on Non VIP)
40% of VIP consumers are Female ( vs 35% on Non VIP)
An avg VIP consumer has 50% higher watchtime/day (68 mins) on the platform
40% of VIP consumers watch >1 hour of content per day
Top 8 metros constitute~80% of overall VIP consumers
Consumer Profile:
30% of VIP consumers watch content on WIFI
(likely to have Broadband service)
VIP consumer have 5X higher share on iOS Devices
VIP consumers have 3X more watchtime on English content
Affluence:
HOME TO THE MOST AFFLUENT & ENGAGED CONSUMER BASE ON DIGITAL
Source: Internal Analytics
TV: HSM U+R 15-40 AASource: Internal Analytics | Industry Estimates
DISNEY+ HOTSTAR IS 15% MORE EFFICIENT THANTHE NEXT BEST ALTERNATIVE
TV HD Niche Channels
3500/10s CPM
TV HD Mass Channels
280/10s CPM
EnglishPrint Dailies
1400/10s CPM
Disney+ HotstarVIP Targeting
150/10s CPM
E-commerce Shopper Targeting
280/10s CPM
AND THE MOST EFFICIENT WAY OF REACHING AFFLUENT AUDIENCES ACROSS INDIA
Competing OLVs -Advanced targeting
176/10s CPM
DRAMA GENRE & HINDI LANGUAGE BIGGEST DRAWS FOR BOTH AVOD & VIP USERS
Drama40%
Reality19%
Romance11%
Family8%
Mythology7%
Action5%
Horror4%
Others6%
Hindi61%
Tamil11%
Telugu9%
Bengali9%
Malayalam3%
English4%
Marathi2%
Kannada1%
GENRE LANGUAGES
GENRES THAT REMAINED OLD FAVORITES: Drama, Reality, Romance
GENRES THAT SAW SPIKES IN REACH IN 2020: Comedy, Family, Mythology, Health & Fitness
REGIONAL LANGUAGES CONTRIBUTED 40% OVER THE YEAR
Grew from 34% in JFM’20 to 46% Contribution in OND’20 on the back of Bigg Boss Tamil & Telugu
Source: Internal Analytics
POPULAR TITLES CONTINUE TO GARNER HIGH SCALE AND DAILY VIEWING
*2 Day Retention averaged over a 45-day period
HINDI GEC TOP SHOWS
8-10 MN monthly reach/show
20 Min Daily Watch TIme
67% Hindi GEC viewers come daily to watch the show on Hotstar*
REGIONAL GEC TOP SHOWS
35 MN+ monthly viewers for all regional shows
FREE MOVIES
35 MN+ monthly viewers
IMPACT PROPERTIES CONTINUE TO SHOW A SIGNIFICANT GROWTH IN VIEWERSHIP & WATCHTIME
~20%of Viewers come to Disney+ Hotstar to exclusively watch Impact Shows = Incremental Reach for advertiser
46 minsAvg WT/User/Day on ImpactShows = Engaged Audience
BB Tamil & BB TeluguWere among the top 6 GEC titles on D+ HS in the past year
MasterChef AustraliaEnglish Content
40% growth in Reach20% growth in WTFemales, Online Shoppers, Foodies, Families were dominant consumer characteristics
Dance +HSM Content
10% growth in Reach15% growth in WTMales, Online Shoppers, Heavy Data Users were dominant consumer characteristics
Bigg Boss TeluguTelugu Content
53% growth in Reach60% growth in WTMales, Gamers, Parents, Social Media Adopters, News Viewers were dominant consumer characteristics
THE LARGEST TV CHANNEL ON MOBILE IN URBAN INDIA
DISNEY+ HOTSTAR
MAU Oct’20
Biggest TV Channel Urban India (Star
Gold)
192Mn
135Mn
Biggest GEC Channel Urban India (Sony
Entertainment)
121Mn
> >
Source: Internal Analytics & BARC Urban panel
DISNEY+ HOTSTAR DOMINATES THE OTT VIDEO SPACE WITH 75% MARKET SHARE
Source: App Annie; Watchtime metric (Jan’20 - Oct’20)Video players like MX | Content Aggregators like JioTV not classified as OTT
Sony LIV (Unified)
21.7b (5.84%)
ZEE5 (Unified)
34.4b (9.27%)
Voot (Unified)
34.7b (9.35%)
Disney+ Hotstar (Unified)
280b (75.54%)
Total Time
93% Ent Watch time from
videos > 20 mins due to
Long Form Episodic Content
45 Mins Watch time per user per day
20 Mins Watch time/user/day on
each GEC show with typically
20-22 mins long episodes
Music Videos44%
Entertainment (Clips + Old Archive Episodes)35%
Education9%
Film5%
Comedy3% News & Politics
1%
OLV’s primary viewership comes from short clips (3-5 mins long) which can be described as “snacky” content
OUR AUDIENCES ARE MORE ATTENTIVE VS ONLINE VIDEO DUE TO LONG FORM CONTENT
COMPETING OLV’S
Source: SocialBlade.com for OLV Content Consumption
TAKEAWAYS FROM NEUROSCIENCE INDEX STUDY:
Hotstar ad engagement was 25-50% higher than Facebook and YouTube
due to absence of distracting elements like Skip Button.
1/3rd of the average view duration on Skip Ads (8 sec) is spent staring at
the “Skip button”
Social Media Platforms (SMP): Average view duration is less than 5
seconds (for a 20 sec ad)
Skip Button
Call To Action
AD Counter
85-95%Hotstar VTR vs Competition at 30-40% VTR
5568 44
SMP OLV
NEURO SUCCESS INDEX COMPARISON
NSI is a metric derived on the basis of:
1. Cognitive Load (Information Receptivity)
2. Arousal (Emotional Experience)
3. Motivation (Evoke Desire)
4. Visual Attention (which analyses the parts of creative
missed or focused upon)Source: Neuroscience Index Study
LEADING TO HIGHER COMPLETION & ENGAGEMENT VS OLV ADS
A TRUSTED PLATFORM FOR THE BIGGEST BRANDS IN INDIA
REMAINS THE PREFERRED CHOICE FOR BOTH ESTABLISHED AND EMERGING BRANDS
LEVERAGE THE POWER OF CONTENT TO YOUR BRANDS ADVANTAGE
Exclusive destination for your content on Disney+ Hotstar
Associate with leading star shows & popular movies
Exclusive digital integrations on marquee impact properties
Show/Movie Associations to move up message association and aided
awareness
Logo Presence & Digital Exclusive Integrations to increase
consideration in Core Audience Segments.
Exclusive Showpage on Platform, complemented with Promotional
Inventory to Drive Views to Content
CREATE
MAKE POPULAR STAR INFLUENCERS THE CUSTODIANS OF YOUR BRAND
7 out of 10 top TV influencers are Hotstar faces
Based on volume of social media chatter
CREATE
PARTNER WITH INFLUENCERS TO PRODUCE ORIGINAL CONTENT
Shoot or Footage Based Content with Influencers
Self Shot Capsules by Popular Influencers
Social Media Advocacy by Influencers
Still Based Creatives using Influencers
Leverage Multiple Influencers depending on the content produced to
resonate with different Target Groups
Vikas KhannaCelebrity Chef Partnered
with Quaker Oats
Mandira BediActress & Sports Anchor,
Partnered with Rummy Circle
Milind SomanFitness Icon, Partnered
with Listerine
Rahul Subramanian Popular Youth Comedian Partnered
with Rummy Circle
Social Media Advocacy by Popular Celebrities & Smart Utilisation of Ad Assets drive views & buzz around the
content produced
Offerings
CREATE
HIGH IMPACT ASSETS TO MAXIMIZE REACH AND SOV ON KEY DAYS
Billboard Roadblock (Static/Video)
100% SoV, 70-80 MN Impressions, 15-20 MN Reach
Preroll Takeover
70-80% SoV, 30 MN Impressions/Day, 10 - 12 MN
Reach
Midroll Takeover
25 MN Impressions/Day, 8 - 10 MN Reach
Sustenance Takeover
10 MN Impressions/Day, 5 -6 MN Reach
AMPLIFY
INTERACTIVE AD FORMATS TO ENGAGE YOUR CONSUMERS AND SUSTAIN TOMA
Companion Carousel WebviewLead GenCTA
Drive Purchase Intent with Clear Call to Action
Avg Interaction Rates: 0.5% - 0.8%
Drive consideration – With reply to enquiries, Demos
Avg 200-300 Leads generated in 4 weeks
Drive consideration – with product features, variants, models
Avg Interaction Rates: 2% - 3%
Drive last mile conversion - Price comparison /purchase
70% of Webview Delivery results in Website Interaction
AMPLIFY
ALONGWITH A SUITE OF TARGETING OPTIONS TO REACH CONSUMERS RELEVANT TO YOUR BRAND
AUDIENCE
Reach out to the audience that fits with your core TG
Age/ Gender/ Geography
Genre/ Language
Carrier Device PriceVIP/CTV
Subscribers
Audience Targeting has shown uplifts in aided awareness in core TG
INTEREST
ADVANCED
Engage with the Audience that has the most affinity towards
your product
Advanced Targeting Options for sharper segmentation
Music Lovers Sports LoversAuto
EnthusiastsGaming Cohort
Health & Fitness Cohort
Utilising interest cohort targeting has shown above average uplifts in purchase interest & message association
Custom Audience1P/3P Targeting to differentially
target audiencesPincode Targeting/Phone Number Targeting
Retarget your audiences on Entertainment
IPL Ad InteractorsViewers of Premium Shows
Kids Content Viewers
Sequential TargetingTarget your consumers with
different creatives depending on their consumer behaviour
Advanced Targeting Filters allow for sharper specificity & help in driving lower funnel metrics
TARGET
ALONGWITH THE ABILITY TO TRACK ALL THE METRICS RELEVANT TO YOUR CAMPAIGN
Hotstar Internal TrackingTracking Link shared with client giving access to campaign
dashboard
Ad Impressions
Ad CompletionsClicks
Click Through Rates
All metrics are given goal wise & ad format wise allowing for optimization, if any, during the course of the campaign
Third Party ValidationAllows implementation of 3P trackers to validate campaign
metrics
Metric: Clicks, ImpressionsAd Formats: Video, Native Display, Billboard
Metric: Demo AccuracyAd Formats: Video - non live
Metric: Viewability in-valid trafficAd Formats: Video - non live
Metric: Installs/AttributionAd Formats: Video
MEASURE
THANK YOU