The introduction of a targeted advertising solution on Linear TV through a collaboration between Disney Star Network and Tata Play, is transforming the landscape for brands that have previously hesitated to engage with linear advertising, as per Disney Star.
The concerns of spillover and large campaign outlays got allayed with the creation of this extremely premium and exclusive audience cohort lowering the barriers to entry significantly.
Brands are seizing the opportunity to execute a high visibility campaign among Linear TV’s premium audiences, complementing their digital exclusive audience across mobile and CTV. This breakthrough innovation offering targeted ads on Disney Star Network’s HD entertainment channels and top-rated shows attracted one of India’s largest advertisers, Amazon which has executed three campaigns for Amazon Fresh and Prime Speed delivery.
Flipkart launched their most important “Big Billion Day” campaign recently to access this affluent metro cohort. Brands from D2C, BFSI, Pharma, Media and Entertainment and FMCG have attained a significant push to their growth with these targeted campaigns on Linear TV.
Tata Play tested this differentiated ad product to enhance Linear HD audiences and drive app downloads for its OTT aggregation platform, Tata Play Binge. A high frequency 10-day Binge campaign delivered instantaneous impact.
Riversoft, a water softener start-up was one of the first brand campaigns on this new ad product and experienced a substantial double-digit growth in its E-commerce sales.
Other D2C brands and start-ups ventured into Linear TV advertising successfully using this ad product. Perfora, a GenZ first oral care brand, in its inaugural TV campaign expanded its audience by tapping into millennials. The campaign saw a significant surge in website traffic and resulted in increased brand search volume during its run. Gourmet snack brand 4700BC, witnessed a sizable increase in quick commerce orders. Third Wave Coffee saw its store footfalls rise across Delhi NCR, Mumbai and Bangalore resulting in high double-digit revenue growth.
As per the network, while this one-of-a-kind ad product on Linear TV attracted many new brands, existing FMCG advertisers such as Freedom Oil leveraged this ad product to reach out to a niche audience cohort of Hindi content viewers in the Southern metros. This innovation on Linear TV reinforces the commitment of Disney Star Network and Tata Play to meet the evolving needs of marketers seeking sharper audience targeting while harnessing the power of Professionally Generated Entertainment Content to accelerate brand growth.
“We are thrilled with the response received for our new Addressable Ads solution on our linear network of HD channels. Through this one-of-a-kind ad-solution launched in collaboration with Tata Play, we have introduced an array of possibilities for brands who have specific business objectives and want to target affluent metro audiences only. We look forward to many more successful campaigns during the festive season,” Dev Shenoy, Head of Entertainment, Ad Sales and Strategy, Disney Star, said
Pallavi Puri, Chief Commercial and Content Officer at Tata Play remarked on the campaign’s success, saying, “To promote our Tata Play Binge campaign, we leveraged the addressable ads platform to effectively target the metro viewers of Disney Star Network’s HD channels, and it resulted in a 17% jump in app downloads. We believe this is a remarkable standard for efficacy and ROI.”
Ashutosh Kedawat, Riversoft Founder commented on the enthusiastic consumer response to this campaign, saying, “We wanted to try out Linear TV for our ad campaign and we were looking for a plan with less spill over that helps us reach our target audience. Disney Star Network presented a plan targeting the top 8 metros which also coincided with our target audience. We were really delighted to see how well the campaign performed.”
