Mumbai: Whisper Media on Tuesday announced that it has partnered with Viacom18 to offer in-content advertising (ICA) on the latter’s network of entertainment channels, starting with its leading Hindi GEC channel – Colors. The company now has a total of 16 broadcast partners across eight languages offering ICA in India.
In-content advertising involves leveraging popular content on linear TV to connect with the audience when their attention is at its peak. By embedding brand communication in the audience’s favourite drama series at the post-production phase. Whisper Media’s method of ICA is deemed to be the most cost-effective and operationally efficient process in branded content integration.
Commenting on the announcement, Whisper Media CEO & director – India LS Krishnan said, “The Hindi speaking market forms the largest share in the Indian GEC space where Colors is one of the leading channels. We are glad to partner with Viacom18 and broaden our reach for brands to deliver messaging effectively across target markets. We have demonstrated that this format adds higher attention & visibility for the brand campaigns. ICA when added along with TVC improves the communication effectiveness.”
Commenting on the partnership, Viacom18 head of branded content Vivek Mohan Sharma said, “The unique business model of the broadcast industry necessitates that we constantly think of ways to offer more touchpoints to brands . Brand integrations have always been one of the key media touchpoints in the industry but with technological advances, it is fast becoming an integral one. This collaboration with Whisper Media India is an attempt at integrating brand communications within content through technology. We are starting with in-content-advertising on our Hindi GEC Colors and will soon expand to other channels as well.”
Launched globally in 2014, Whisper Media operates across 10+ countries around the globe, with over 200-member skilled team. The company has partnered with more than 35 leading broadcasters and content publishers across these markets and have delivered more than 5,00,000 seconds of integrations for brands. Whisper Media began its India operations in January 2019.
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