The way we consume entertainment has witnessed a drastic change over these past years with more & more people adopting CTV over linear TV sets, as it serves audiences with a richer and more engaging viewing experience. Hereby, focusing on what people truly want to see, while barricading unwanted ad interruptions, CTV has upgraded the viewing standards which is why more people have switched over.  Now, cricket being the number one sport in India with the biggest and craziest fanbase, CTV ensures consumers an extraordinary viewing experience with the flexibility to pause or rewind the match to one’s convenience. Hence, As the craze for cricket and digital advertising continues to expand, CTV will keep rising as a major player in the entertainment and marketing world. Also, after the massive success of WPL season 2 where the underdogs RCB won, cricket fever is at its peak leading to a massive 51% increase in viewers on day 1 of IPL 2024 (Economic Times). This presents a golden opportunity for brands to capitalize on the huge viewership that grows by approximately 44% YoY every IPL. 

So, brands can harness this momentum to enhance their reach and impact however, for this, they need an all-rounder at work i.e., equipped to duck the unforeseen googlies of the changing and competitive IPL market and bring the best returns for brands. Observably, smart TV advertising is an efficient medium during IPL seasons, considering the surge in its consumption and the hype of live sports engagement.

Be the star of the IPL market with AI-driven precise CTV ads

In the evolving ad-tech landscape, smart TV is emerging as a game changer, with an anticipated hype in ad revenue to touch an all-time high of 400 million by 2027 (Statista). Thanks to its exceptional targeting precision and data-driven qualities, which support brands in effective decision-making and optimal utilization of ad spends. 

In addition, amidst the fierce cricket spirit of the fans, CTV’s strategic ad placements and seamless transition allow brands to reach a wide audience at the convenience of their couch. As the sport brings families and friends together and leads to high co-viewing, it serves brands with an improved presence and VTR%. To achieve this, here’s what CTV has in its ad kit for brands this IPL season,

Score brand awareness with targeting flexibility  

Stay present and relevant through every cricket series with CTV filters like genre, time, device, etc this allows brands to adjust targeting metrics and ad frequency as per their needs. For instance targeting, while Indians embrace the spirit of cricket and are driven by emotions. This will help brands seamlessly transition ads as per the changing user preferences before, during, and after the series.

Further, setting a geo-fence and using vernacularization also help target audiences as per their choices like the team’s states, etc when amplifying the brand connection with their targeted audience. This flexible approach helps brands achieve improved visibility and reach with an overall magnified brand presence and awareness throughout and after IPL. 

Rise of impact with premium content and deeper insights

Every cricket series generates a high time for brands to catch consumer attention and grow brand goodwill with unique ad experiences using premium inventories that sets them apart in the competitive marketplace. The strategy works better with immersive ads on the TV user interface, which include L-banners, Zoom ads, Bumpers, etc. for an enhanced user experience and engagement. Adding to this, AI-enabled insights on consumer demographics like age, gender, and household composition help brands with personalization for a tailored ad experience for each consumer and household. These comply with the needs and wants of the consumer and bring relevant leads. Even so, the intensity of the impact highly depends on the time of interaction and the match of interest, which is achievable using CTV targeting. 

Improve brand recall with 100% viewability 

Strong brand recall leads to increased brand loyalty and trust, and with frequent ad displays, CTV allows brands to retain a higher recall value amidst cut-throat competition. Additionally, 100% viewability assures brands of expanded reach, visibility, engagement, and re-engagement from existing and fresh audiences, leading to a maximized return on investment.

Not to mention, CTV advertising continues to revolutionize the ad-tech industry with the rise of more ad-supported platforms and an increasing adoption in Indian households, which is projected to reach 45 million by 2025 (Statista). Thus, celebrate maximized brand outcomes with the astonishing capabilities of smart TV and enjoy a full-fetched six-fest in IPL 2024 and more in the future. Leave consumers with an ever-lasting impact that goes beyond every cricket season. 

Written by Vishal Singh, Country Head – India, Xapads Media