Disney+ Hotstar, a prominent streaming platform, has introduced an insightful handbook, “Winning in the OTT Era with Disney+ Hotstar,” offering brands valuable insights for effective brand building on the platform. The comprehensive guide, based on the analysis of over 200 campaigns, provides a holistic view of integrating OTT into marketing strategies and optimizing video ads for maximum impact.
This playbook not only outlines crucial media planning principles but also delves into creative best practices, urging advertisers to collaborate with Disney+ Hotstar’s CreativeWorks team for bespoke and impactful campaigns. It emphasizes the need for brands to transcend traditional advertising and explores opportunities for contextual engagement, particularly through Connected TVs (CTV).
Ajit Varghese, Head of Network – Ad Sales at Disney Star, emphasized, “In the evolving media landscape, embracing OTT platforms is imperative. Disney+ Hotstar consistently leads in the OTT industry, offering innovative experiences for consumers and advertisers alike.”
The report spotlights the effectiveness of campaigns featuring three or more video ads, indicating a potential shift in audience preferences toward immersive video content. Additionally, it underscores the pivotal role of over 20-second video ads in achieving optimal success, acknowledging the delicate balance between brevity and impact in the video content landscape.
An intriguing finding is the power of midroll campaigns combined with diverse creative formats, resulting in a substantial 30% surge in success. This highlights the importance of adopting a multifaceted approach in crafting brand messages that influence purchase decisions.
Frequency, a critical component of advertising strategy, takes a prominent role, with an optimal frequency of six or more instances demonstrating a remarkable impact. The data reveals a 70% boost in purchase intent and a 50% rise in brand awareness, emphasizing the equilibrium required for visibility and audience resonance.
For brands seeking prolonged engagement, the handbook recommends campaigns exceeding six weeks, positing that sustained advertising efforts over an extended period yield higher success rates across upper and lower funnel metrics.
Developed in collaboration with industry experts Kantar, Neurons, Integral Ad Science, Mediasmart, and MetrixLab, this strategic playbook serves as an essential guide for brands navigating the dynamic landscape of OTT advertising, unlocking the potential for enhanced branding on Disney+ Hotstar.