ITV

Tag: Anup Govindan

  • Neuroscience study by JioCinema confirms elevated viewer engagement with TATA IPL 2024 ads

    Neuroscience study by JioCinema confirms elevated viewer engagement with TATA IPL 2024 ads

    Mumbai: JioCinema, the official digital streaming partner of TATA IPL 2024, has released the results of a pioneering neuroscience study aimed at understanding and quantifying how viewers respond to advertisements during the TATA IPL. This innovative research highlights the exceptional engagement and purchase intent driven by ads viewed on JioCinema, both on Connected TV (CTV) and mobile platforms.

    With the 2024 season marking a milestone in digital streaming, JioCinema attracted a record number of 28 sponsors and over 1,400 advertisers, showcasing the platform’s popularity and reach. JioCinema achieved an impressive streaming viewership record with a 620 million reach during TATA IPL 2024. The significant rise in viewer engagement is attributed to the dynamic nature of the cricketing event and the strategic placement of advertisements.

    To delve deeper into this engagement surge, JioCinema conducted a novel neuroscience study utilizing advanced EEG brain mapping devices. The study measured key performance metrics, such as distraction levels, mental effort required to understand and remember ads, changes in brand equity, and purchase intent, directly from viewers’ brains. Participants watched their favourite teams’ matches along with the ads on various platforms, including JioCinema on CTV and mobile, and on Linear TV (LTV) channels. Comparative data was also collected from YouTube on CTV and mobile.

    Key Findings:

    Large Screen (CTV):

    Viewers displayed much more attentive ad viewing, 1.2 times higher than LTV and YouTube CTV.

    Brand equity increased by 1.5 times compared to LTV and doubled compared to YouTube CTV.

    Small Screen (Mobile):

    Viewers were significantly more attentive to ads, 1.2 times higher than YouTube on mobile.

    Brand equity increased by 1.2 times compared to YouTube on mobile.

    These results underscore the superior impact of advertising on JioCinema’s platforms, offering advertisers a unique opportunity to connect with a highly engaged audience. The study demonstrates that JioCinema’s ads not only capture attention more effectively but also enhance brand equity and drive purchase intent more powerfully than other platforms.

    Neurons India cognitive neuroscientist and director Shikher Chaudhary who worked with JioCinema to conduct this study, said, “The effectiveness of ads and how motivating it is to consumers is dependent not only on the creative narrative of the ad but also the scenario in which consumers encounter it. Here we see that the platform has a significant effect on purchase intent, advertising on JioCinema allows for something called the Halo effect, in which the goodwill garnered by the goodness and new-age features of the platform transfers onto the ads, boosting reception to the brands as a result.”

    “Our recent experiment has demonstrated that advertising on our platform significantly outperforms other platforms both on large and small screens, in terms of brand equity and purchase intent. Brands that leverage our platform see a more profound impact, with higher engagement and stronger consumer connections,” said Viacom18 Sports head of revenue Anup Govindan. “This proves that our unique approach and advanced targeting capabilities provide a superior advertising environment. We’re excited to help more brands achieve these exceptional results and drive their business growth to new heights.”

    With unequivocal proof of how brands can benefit from associating with JioCinema in this regard, advertising on JioCinema will undoubtedly prove to be a mainstay for brands looking to engage with consumers. As the official digital streaming partner of TATA IPL 2024, JioCinema continues to innovate and provide viewers with an unparalleled cricket viewing experience.

  • JioCinema introduces brands for JioCinema brand spotlight at TATA IPL 2024 Opener

    JioCinema introduces brands for JioCinema brand spotlight at TATA IPL 2024 Opener

    Mumbai: JioCinema, the official streaming platform for the TATA IPL 2024, has announced the first-ever set of brands that will feature on its newly launched advertiser innovation, JioCinema Brand Spotlight. Charged by Thums Up, Parle, Britannia, Dalmia Cements, and PayZapp by HDFC Bank will debut their respective campaigns for the TATA IPL 2024 during the first five overs of the opening game between MS Dhoni’s Chennai Super Kings and Royal Challengers Bangalore, on March 22. As the nation aggregates to catch the start of the opening season of the TATA IPL, the five brands will be a part of this golden moment by showcasing exclusive spots of their campaign within the first five overs of the match on the opening day.

    In addition to having a priority spot to launch their engaging TATA IPL opening day blitz, JioCinema Brand Spotlight will facilitate a first-of-its-kind marketer’s moment for the five brands with the campaign makers and the brand custodians sharing exclusive insights and stories about how the campaign and brand film showcased on JioCinema Brand spotlight was conceived and built. These campaign stories will be available to viewers on an exclusive JioCinema brand spotlight rail on the JioCinema App.

    Brand Spotlight is one among a slew of innovations for advertisers around the upcoming TATA IPL season. The packages and offerings have been specifically designed to help advertisers across the board, no matter what the objective, category, and scale of business. Each proposition from JioCinema has been carefully curated to enhance the brand’s proposition and increase the potential of scale and targeting possibilities they can extract digitally.

    “The mood around the opening day of the TATA IPL has evolved over the years to become a moment where fans don’t just anticipate thrilling match action but also eagerly look forward to brands putting their best creative foot forward,” said Viacom18 Sports head of revenue, Anup Govindan. “With digital, it is possible to harness this euphoria into an actionable moment for advertisers and that is where Brand Spotlight comes to the fore. We are delighted to have Charged by Thums-Up, Parle Products, Britannia, Dalmia Cements, and PayZapp by HDFC Bank on board with us. The first five overs of the TATA IPL 2024 are going to be historical with the spotlight on these brands, and we believe Brand Spotlight is going to be an anchor offering in the coming years.”

    Speaking about partnering with JioCinema, HDFC Bank group head, chief marketing officer and head direct to direct-to-consumer business Ravi Santhanam said, “Our PayZapp campaign for the TATA IPL is built on the idea that customers can pay anyone, anyhow, anywhere and we felt this proposition synchronises almost perfectly with JioCinema’s vision for digital, which is to make digital omnipresent. Introducing this communication right at the beginning of the season under Brand Spotlight is going to help us give it the platform it deserves by taking it far and wide in the country.”

    Speaking about partnering with JioCinema, chief marketing officer, Britannia Amit Doshi said, “With Hungry For Gold, we aspire to instil pride in every Indian and inspire a nation hungry for victory in all areas. By partnering with six remarkable athletes and integrating an engaging gaming promotion, we are not only showcasing their incredible journeys but also fostering a deeper appreciation for various sports. We are excited to partner with JioCinema for Brand Spotlight to make this message reach millions.”

    On being part of the Brand Spotlight stable, Dalmia Cement (Bharat) Ltd COO Sameer Nagpal said, “We have tried to make our communication highly distinctive from the norms of the cement category. We have a differentiated consumer proposition and have presented it in a unique style using engaging visuals and music, along with one of the most unique stars of this generation, Ranveer Singh. We truly feel that JioCinema’s Brand Spotlight will do justice to our creative efforts by giving our campaign the kind of reach and scale that only TATA IPL on JioCinema can.”

    Commenting on being a part of Brand Spotlight, Parle Products VP Mayank Shah said, “The objective behind our TATA IPL 2024 campaign is to further our cause started in 2017-18 of positioning ‘Parle’ from ‘House of Brands’ to a ‘Branded House’ while building an emotional connect with consumers. Our TVC is packaged to deliver the message with classic elements of wit and humour but underscores the core thought of positioning Parle as a top corporate brand. We took that finished product to JioCinema’s Brand Spotlight, as in addition to giving us unprecedented reach and customization options, the Brand Spotlight rail on the app is a great platform to take viewers behind the scenes to talk them through this campaign in a never-been-done-before manner.”

    Fans will be able to catch the latest season of the TATA IPL for free in 4K across 12 languages introducing Haryanvi for the first time, multi-cam options including the much-hyped Hero Cam, and many more fan-engagement features including Jeeto Dhan Dhana Dhan.

     

  • JioCinema reboots for another big digital innings with advertisers for IPL 2024

    JioCinema reboots for another big digital innings with advertisers for IPL 2024

    Mumbai: Rebooting for a new season of IPL, JioCinema hosted a roadshow event for advertisers and partners that brought the power and potential of live sports on digital back into focus, and showcased the expanse of the platform’s offerings in the coming season. The event witnessed participation from some of India’s advertisers who discussed India’s paradigm shift towards digital and its implications on advertising in live sports.

    JioCinema anchor Anant Tyagi helped unfold an engaging session with brands such as Blackberrys and Mobikwik who shared a first-hand account of the transformative impact that IPL on JioCinema had on their respective businesses last season. The event also opened up conversations on the sharp rise in the adoption of Connected TV over the past year and how brands are making the most of it. Participants at the roadshow discussed how cricket on streaming platforms transcends demographics and enables unprecedented scale, thus making it sharper and more effective than traditional genres.

    All conversations at the event threw the spotlight on the scope and scale of IPL 2024 and what makes digital the right medium for this spectacle.

    Viacom18 sports head of revenue Anup Govindan, “With the first edition of IPL on JioCinema, we revolutionised the market by streaming the league for free, and also set an industry trend where competition followed suit while streaming other marquee tournaments,”

    “We are set to witness another staggering season of IPL on digital and hit 600-650 million viewers. The explosive growth of CTV and handheld devices will make it an inevitable phenomenon. This truly democratizes the opportunity for brands across the board to connect with their audiences through sharper targeting and in turn grow their businesses exponentially.” He added.

    JioCinema offered the world T20 league last season in 12 languages and 17 feeds for free and received a record-smashing 449 million viewership throughout the tournament, including 70 minutes of average watch time per match. JioCinema is now set for an encore with IPL 2024.