Attn marketers, here’s how you can customise your IPL ads at an affordable cost

Prabeer Patankar, President - National Media Sales, Update Geotarget, writes about how brands can customise their advertising options depending upon their region and target fans of a particular team during the IPL matches this year.

As life shifts to the other side of the “curve” and we crawl back to life in the sixth month of the pandemic, festivals like Onam and Ganpati have surely brought in some positivity to people’s lives.

One of the biggest festivals is due this month, cricketing magnum opus – IPL 2020. Even if shifted to the UAE, IPL continues to build the excitement, presenting something to look forward to for both the viewer and the marketeer.

Half of 2020 has been under grey clouds of a deadly virus and the national lockdown, but now IPL brings joy to advertisers in a big way to create demand for their products and services, an opportunity to catch up on the revenues lost in the year so far.

IPL is the perfect platform with enough reasons to draw viewers’ attention. Live India Cricket returns post 6 months; Dhoni dynamite will explode only in IPL now, and so on.

Adding IPL to this festive quarter is offering marketers a new opportunity to lift consumer spirits.

People have been mentally and physically under this self-imposed lockdown, and IPL has given advertisers the perfect opportunity to capture the attention of the captive audience more than ever.

With thoughtful optimism around ad spends picking up steadily, are advertisers ready to embrace IPL in these times?

For advertisers, it is an opportunity, but with a pinch of salt – in that there are no more deep pockets like any other year; value efficiency and ROI all under strict evaluation.

As IPL 2020 is purely restricted to an audio-visual experience, the advertising rates are expected to be sky high.

So, does IPL continue to remain a reality only for the elite class and only an aspiration for others?

What if advertisers get a Narrowcast TV platform that offers an opportunity to connect with more than 60 million households pan-India only in the markets which matter to them?

What about unskippable ads, this IPL season?

What does an advertiser checklist look like? What is his expectation from an advertising platform?

  • Maximum reach
  • High impact
  • Unskippable ads for better registration
  • Geo-targeting for less spillage
  • Budget friendly

This Narrowcast TV platform, check every item off your list with ease, with Set Top Box (STB) solutions that are applicable across the STB with no channel restrictions. They are channel agnostic, thereby ensuring high Top of Mind (TOM) recall.

One of them is the Electronic Program Guide (EPG) insertion TV ads – the set-top box based ‘unskippable ad format’, even if they reach for the ‘remote’ for a change.

Just imagine how many times an individual surfs a channel in a day and every time you swap, there is your brand visible irrespective of an ad or content; that’s the power of EPG advertisement – “high number of views”.

Now, a brand whose competitor is spending on IPL, but wants to guerrilla market on STB at a much lower cost, this is ideal. Now, a marketer can buy inventory only on MI or CSK or RCB match days or any team specific matches.

Imagine a spices or masala brand based out of Maharashtra buying only MI matches for Mumbai market for EPG, that’s now a reality – geo-targeted EPG buying.

Or someone else buying only Sunday Double headers or only state specific buys.

Create Cost effective high impact and strong brand recall with this Narrowcast STB solutions.

These solutions can be customised at a metro or state level in their regional language to ensure relatability and relevance.

It offers a Cross-content High Opportunity to See (OTS).

Another solution is ‘Bootup Advertising’, which works like a front-page Print Jacket on TV which can’t be missed. Bootup every time you switch on an STB, much before any channel appears – it is the first thing visible as the STB boots up.

So, now a brand that is already on IPL but wants to extract that extra reach in a specific market can use these STB solutions; and for the brand for which IPL was always an aspiration, it has now turned into a reality.

Get higher visibility for your brand by reaching every corner of India with customised messages they will see, all at an affordable cost!

So, this IPL season make sure your message hits boundaries at will!


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