Star India’s video on demand platform Hotstar has launched a self-service advertisement tool –Hotstar AdServe – to empower the advertisers and allow small and medium-sized companies to harness the power of digital video at scale.
Advertisers on Hotstar can leverage this transformation, as buying options on Hotstar AdServe allow them to target their communication by language and team. These options effectively marry the massive scale and depth of cricket viewership with highly relevant targeting.
Commenting on the development, a Hotstar spokesperson said, “Hotstar AdServe effectively democratises the gigantic canvas of cricket, opening it up for all advertisers, large or small. The price of admission can now be as large or as small as the advertiser’s budget. The service’s unprecedented targeting options ensure that each rupee delivers its worth with the right audience. We are excited about the possibilities Hotstar AdServe opens up.”
The tool, currently in beta, is potentially one of the first in the world that allows advertisers to associate with a big sporting event. With the introduction of this service, small and medium advertisers with smaller budgets will now be able to effectively use the power of premium content like LIVE sports to reach their target audiences and followers. The tool also offers regional players an opportunity to scout for new markets nationally at affordable prices.
Star India had won the Indian Premier League media rights for the next five years in a ₹16,347.5 crore deal last year. The tournament, starting April 7, will be broadcast live in four Indian regional languages, including Tamil, Telugu, Kannada and Bengali, in addition to Hindi and English. This will also be the first time that Hotstar will simulcast the IPL action.
The beta version of the service will allow advertisers to place in-stream video ads on Vivo IPL 2018. The service will be expanded to include entertainment programming over the next few weeks.
The tool can be accessed at brands.hotstar.com.