Vserv delivers 35+ successful OTT advertising campaigns in 9 months
OTT has swiftly made growth and today it is the most booming digital consumption platform in the country. In the past year especially, we witnessed a stark shift in the viewing habits of consumers from TV to OTT. Simply put ‘OTT is now the new TV’. The surge in OTT consumption has created an undeniable need for marketers to utilise the OTT medium to actualise their business goals and has also amounted to a stark increase in the volume of advertisement insertions on these platforms.
The growth of OTT has given marketers ample opportunity to reach their relevant users effectively. To enable all brands to reach their target consumers, Vserv introduced its OTT advertising solutions in early 2020. Vserv with its 5 leading OTT platform partners: Hotstar, Zee5, Sony LIV, MX Player, and Voot has delivered 35+ success stories in less than 9 months of introducing its end-to-end campaign activation and delivery solutions. Vserv has been consistently delivering success stories for customers and brands across industry categories like Citibank, iD Fresh Foods, Jockey, Clinique, Manyavar, Pulse, Sandisk, Oberoi Realty and many more.
While a lot of brands are aiming to reach a massive audience, the challenge lies for brands who are looking to target and reach niche but highly relevant audience segments ranging from as low as 4-5MN users to 10-15MN users. With Vserv Authentic Audience Data segments, brands can not only reach relevant audiences but can also enjoy unduplicated reach across various OTT platforms for their campaigns
Highly niche and debutant brand RIO Pads, wanted to reach out to its precise set of audience to create awareness and purchase consideration. By utilising popular women-centric OTT platforms: Zee5 & Hotstar, and by targeting audience cohorts like E-comm Shoppers, Beauty Enthusiasts, Pharmacy Visitors, Online medical buyers and Young Parents, Vserv enabled the brand to increase its product purchase consideration by 1.62X amidst the COVID-19 pandemic. Through its smart solution, Vserv helped the brand to garner an unduplicated user reach of 3.15MN across the OTT platforms. This same set of users were then tapped on Social Media Platforms: Facebook and Instagram to drive website visits.
“It has never been more crucial for brands to drive the e-commerce business than in Corona times. Vserv helped us in hyper-targeting and reaching out to the most ideal TG which gave a boost to our e-commerce business. We were also able to get higher engagement from the awareness campaigns.”, says Kartik Johari, VP Marketing & Commerce, Rio Pads.
Another major benefit of OTT as a marketing channel is its viability and accessibility for brands with conservative marketing budgets. Unlike TV, the entry point of OTT is low and customizable making it an economically smart choice. Dippak Khurana, CEO & CO-founder of Vserv says, “Brands with tighter annual marketing budgets often find it challenging to incorporate Television in their media plan, But in this new digital age, brands can now leverage OTT as the new TV to connect with their audiences effectively with a smaller marketing budget”.
Over the course of the last year, brands from the FMCG category have also shown a major adoption of OTT as their key digital advertising channel. iD Fresh Foods, a ready-to-cook FMCG brand leveraged Vserv Authentic Audience Data on Hotstar and SonyLIV along with Facebook to garner an unduplicated reach. The campaign for the brand targeted Females over 25 years living in Mumbai & Pune who were Interested in Cooking, Health & Fitness and helped minimize ad fatigue while reaching 3.4MN+ unique users and garnering a VTR of 78%+.
Shailendra T, iD Fresh Food says, “In a pandemic-hit market where trust-deficit among consumers was beginning to rise, Vserv enabled us to amplify awareness for our safe and home-like ready to eat food in the right proportion and scale customer adoption for iD Fresh food manifold. Vserv’s OTT advertising solution was rightly placed when brands like ours were seeking alternative and effective ways to keep the consumer-trust stable.”
With Vserv’s truly intelligent OTT solution, brands like Manyavar and Mohey were able to choose how and when to air their campaigns in specific markets during a pandemic-hit economy. By leveraging Vserv Authentic Audience Data on popular OTT platforms: Hotstar, Zee5 and SonyLIV, the brand was able to reach over 9.5MN unique consumers during the wedding season 2020 and garner a high View-Through Rate (VTR) of 95%.
Another successful example of niche category marketing on OTT would be premium perfume brand Issey Miyake. Hotstar with Vserv Authentic Audience Data enabled the brand to engage with 1.5MN+ Affluent male consumers across top metros, for its new perfume Wood & Wood amongst affluent consumers. Tech brands like Sandisk too have realized the impact of OTT advertising with Vserv and have been able to reach out to nearly 2.5MN+ users to drive purchase in states like Ahmedabad, Delhi, Mumbai and other cities.
Dippak Khurana, CEO & CO-founder, Vserv concludes, “We have over time built a leading DMP in India, with a massive range of audience segments, and have helped 100’s of brands successfully execute both brand and performance campaigns. Our audience cohorts are constantly evolving as we add more data partners, and deliver campaigns to advertisers across industry verticals. We have seen a great uptake of Vserv Audience Segments from advertisers for their OTT campaigns in the last year and we look forward to working with many brands in the near future.“