TV sync and advertising in IPL
Using TV syncing with other platforms for advertising to make it big this IPL season
Indian Premier League (IPL) is the biggest sports bonanza of the summer. One thing that the previous 12 editions of IPL have provided is that it gets bigger every year. Since its inception in 2008, IPL has managed to attract a huge audience not only to the stadiums but also has commanded a wide viewership on TV and other platforms. This has provided a perfect platform for various brands to promote their products.
2019 edition the biggest IPL so far
As per the BARC report, the 12th edition of IPL, i.e in the summer of 2019, managed to attract around 462 million viewers on different channels of STAR India, which is the official broadcaster.
The total consumption was 338 billion minutes in 2019. STAR network’s online streaming platform Hotstar has reported 300 million viewers for the 12th edition of IPL, a 74% hike than the previous year. With these numbers in perspective, and if the history acts as a reference point, we are in for a much bigger IPL in 2020.
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The plus side of this is that the advertisers have more scope and a wider reach to promote the product. But on the flip side, there are too many advertisers who are vying for space and to attract the attention of the viewers.
Sports Advertising is one of the most effective ways to promote a brand, but getting the right message at the right point of time is the key to a successful promotion.
Let us take a look at ways in which more effective real-time IPL ad campaigns can be created.
1. Real-time multi-screen advertising to aid TV Ad campaign
The huge popularity of IPL means that the ad-rates are available at a premium. To ensure that this additional cost due to the IPL season is substantiated, TV advertisements can be more impactful by aligning them with complementing ads on other platforms.
Research indicates that most of the viewers tend to switch onto their mobile or laptop screens when there is an advertisement on the TV. This tendency would render TV advertisements less effective in-spite of the premium being spent on them. Second Screen marketing would offer a solution in this scenario.
Complementing these TV ads with the Adverts on social media platforms accessed via mobiles or laptops will help in reaching out to the viewer. This can be facilitated by live tracking technologies that detect the viewers who are viewing the match and stream the advertisement on their mobile devices at the same time as TV advert.
2. Create contextual mobile Advertisements
TV Ad sync technologies can be further used for contextual marketing. A greater impact on the viewers can be affected by syncing live scenarios during the match with contextual ads placed on the mobile.
AI-enabled contextual marketing tools can identify significant moments in the match and trigger advertisements on the mobiles of the viewers in context to the event. Real-time use of this Cross-Platform advertising with the context would help in gaining more leverage from the ads.
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3. Targeting the loyal IPL viewers
You can focus your resources to reach out to loyal IPL fans and stream advertisements directly onto their mobiles. Apart from having a large audience, reports suggest that a major portion of the audience is IPL loyal fanbase, who tune into most of the matches. Using Real-time targeting tools, advertisers can identify these loyal fans and engage with them.
4. Outwit the competition with real-time analytics
The competition is heightened during the IPL season, with the chances of your direct competition vying for the same air-time.
Second-screen marketing comes to aid to outwit the competition. As stated earlier, a larger share of the TV viewing audience tends to switch to mobiles during an advert. This presents with a good opportunity to trigger an advert on the mobile screens of the viewers when the ad advertisement for your competition is being aired on TV.
Analytics help to identify those who are watching the adverts of your competition and trigger adverts to their mobiles.
5. Engage with multi-media platforms in tune with TV advertisements
Using TV attribution, you can get details of the performance of your TV ads on various levels – by geographical location, segment-wise, etc. This will help you understand the locations where your adverts are doing good and the audience whose attention the ads are able to capture. Using this information you can look at making changes to the marketing campaign.
These are a few of the ways in which live-analytics and advertising can be used to seize up the opportunities in which the IPL season can open up.
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