Performics.Resultrix powers up Hotstar’s Election campaigns with dynamic tech
In a first of its kind initiative, end to end digital solutions agency Performics.Resultrix powered up the recent Gujarat and Himachal Pradesh State Assembly Election display campaigns for Hotstar with dynamic, revolutionary tech. The display ads featured buzzy, real-time updates from the recent State Elections, drawing in viewers seamlessly to the live telecast on Hotstar. The ads used cutting edge Dynamic Creative Optimization (DCO) technology from HockeyCurve.
Machine learning was used to identify the audiences, and the ads were delivered programmatically, cutting short the manpower costs. According to a press note issued, analytics played a big role in identifying viewer profiles and interest, leading to a phenomenal increase in time spent on Hotstar on December 18 (Results Day), despite continuous coverage on all leading news channels.
The ads were colourful, lively and engaging, built up with a custom feed of 4 unique events. These events helped identify developments or scenarios that merited being featured in the ads. Each banner was created real-time based on the live election scenario playing out and the user analytics data.
The election seat count was presented moment by moment. The ads captured the momentum and electricity of the State Elections by putting out interesting updates such as ‘BJP now leads in 29 constituencies’ and ‘Is the BJP inching towards a historic victory?’ holding the interest of the viewer and causing him to compulsively click on the link to the live coverage on Hotstar.
Tanushree Radhakrishnan, Managing Partner, Performics.Resultrix, commented, “This campaign is revolutionary and delivered outstanding results for Hotstar. It was strategised and executed through a mix of automation, machine learning, data and analytics, and predictive marketing – areas where we are market leaders. We look forward to doing more of such smart, breakthrough work that delivers sharp ROI for clients.”
“The campaign successfully kept up the tempo on the State Elections on Hotstar through a stream of dynamic, real-time ads all delivered programmatically. There were eight variations of the ad live in one minute. We saw a significant jump in CTR by 90 per cent and decrease in CPA by 55 per cent.Viewership and time spent on Hotstar was up despite continuous coverage on news channels. The campaign was first of its kind in election season, generating high interest, visibility and buzz for content on Hotstar,” said Maria Fernando, Group Head - Programmatic, Performics.Resultrix.
The Hotstar spokesperson added here, “Our endeavour has always been to create enriching experiences for viewers whether it is through outstanding content or advertising. The campaign strategy amplified updates in real-time, bringing in huge base of interested audiences. No doubt this added to the popularity and followership of election coverage of Hotstar. We will work closely with Performics.Resultrix on more of such creative and strategic partnerships.”