StarTV.in airs its first ad roadblock online for Tata Photon+

STAR Network’s premium online video destination, www.startv.in, and Tata Teleservices have joined hands to present an exclusive Roadblock campaign, which will run from September 22-26, 2009 featuring the Tata Photon+. The five-day campaign will have an innovative Tata Photon+ pre-roll played out on all videos played on STAR Player throughout the duration.

So far, such ad campaigns have been limited to the traditional media. Now, STAR Network extends its successful run of roadblock initiatives from television to the online video space.

This is also an example of STAR Network’s efforts to connect advertisers with their audience. Trivikram Thakore, Vice President - Marketing Communication, Tata Teleservices, explained, “The purpose of advertising essentially is to create awareness among those who represent your consumption audience. One can do this through a slow burn approach, which still has some probability attached to it or a high impact approach where you take up all possible advertising space to ensure visibility for 100 per cent of your potential consumers. The roadblock on startv.in enables us to reach out to our consumption audience at the right place and time.”

Gurtej Sandhu, Senior Vice President, Digital & IT, STAR India Pvt Ltd, said, “The online video market is growing exponentially and we at STAR believe that with the video player (startv.in) we are able to create a new delivery system for advertisers where engagement is interactive and deeper for both the advertiser and the viewers.”

According to Namrata Balwani, COO, media2win, the online advertising agency handling the Tata Photon+ account, “Contextual relevance is the key to any form of brand advertising. STAR Player has content that requires hi-speed video streaming and Tata Photon Plus is a hi-speed wireless Internet access device suited for such needs. We found synergy in doing a week long roadblock to reach consumers and create impact.”