Disney+ Hotstar revolutionizes mobile advertising for Asia Cup & ICC Men's World Cup

With the Asia Cup and the ICC Men's World Cup around the corner, cricket's euphoria is set to sweep over India. To heighten the sports fervour, Disney+ Hotstar, a leading OTT platform, has announced that these major tournaments will be available as free-to-view for all mobile phone users, thus enabling more than 540 million (*FICCI E&Y report) smartphone users in the country to watch the matches for free, anytime, anywhere on their handsets.

The sheer scale will make Disney+ Hotstar one of the largest digital advertising destinations in the country. The timing of the cricketing calendar could not have been better this year. The most popular sport in the country coincides with the festive season, thereby heightening the sense of anticipation and excitement. This will not only take the reach of the matches to new heights, but has also created an unparalleled opportunity for advertisers to encash on the cricketing euphoria ahead of the festive season.

The platform's advertising success stems from its extensive targeting capabilities, boasting over 75 unique options - the highest ever for live sports in India. This wide array of targeting options includes the usual demographic and geographic targeting, in addition to categories like New Consumer Classification System (NCCS), online transacting audience, first-party data, and multi-layer targeting. The precision targeting allows advertisers to reach their desired audience with optimized campaigns. By leveraging niche targeting, brands can tailor their messages to specific segments, enhancing the effectiveness of their marketing efforts. This allows for zero spillage and gives brands superior ROI for their campaigns and maximize impact.

Innovation is at the heart of Disney+ Hotstar's offering, with a range of cutting-edge ad formats. The platform has introduced industry-first 3D Breakout Ads on Mobile - Billboards, the first ad that users see when launching the app. Both Static and video 3D Billboard ads give advertisers an opportunity to showcase their products with multiple layers, outside the standard video player, offering a richer viewer experience. The OTT leader has also integrated WhatsApp as a Call-to-Action (CTA) for ads, another groundbreaking feature. Viewers clicking on the CTA are redirected to a WhatsApp chat, opening a direct line of communication between brands and their target audience. Brands can engage with potential customers, share offers, and more, creating a personalized interaction.

Additionally, Disney+ Hotstar allows advertisers to leverage its unique social feed, featuring branded moments, feed cards, and scorecard ads, providing a seamless blend of content and advertising. With so much on offer, Disney+ Hotstar is also setting a benchmark in advertising diversity, they are flipping the script, proving that it's not just a playground for behemoth advertisers. The flexibility of packages starts as low as Rs. 2 Lacs, making it an attractive entry point for smaller brands eager to connect with cricket fans. At the same time, brands with deeper pockets are not left out, as they can step up to a co-presenting sponsorship as well. This well-tailored strategy ensures that the platform is an accessible platform for advertisers of all scales, championing the notion that every brand, regardless of size, can truly make the most of the cricket season's excitement and reach millions of ardent fans.

 In an exhilarating alignment of events this year, the rhythm of cricket is set to match the beats of the vibrant festive season. The Asia Cup is scheduled to commence on the 30th of August, the same day as Raksha Bandhan. As we delve further into the cricketing spectacle, the mellifluous chants of Ganesh Chaturthi, occurring from the 19th to 29th of September, will coincide with the thrilling climax of the Asia Cup. And before the echoes of Ganesh Chaturthi's celebrations fade away, the ICC Men's Cricket World Cup takes the center stage on the 5th of October, adding to the growing anticipation of the festive season. Finally, as the country lights up with the joyous celebration of Diwali from the 10th to the 14th of November, the World Cup's nail-biting finale brings an added sparkle to the festivities.

 As India's economic environment starts to rebound, the anticipation for the upcoming festive season is palpable. The upcoming festive season is traditionally a high transaction time for sectors like automobiles, ecommerce, fashion & retail, consumer durables, and FMCG. With two major cricket tournaments coinciding with this festive period, Disney+ Hotstar's free access for mobile viewers turns it into a must-have platform for every brand looking to capitalize on this vibrant season.

In a country where cricket unites people, the stage is set for the most significant cricketing face-off. It offers a unique opportunity for brands to connect with their audiences over the shared passion for cricket during the peak festive season. As the game progresses on the pitch, brands can hit the perfect advertising score with Disney+ Hotstar.