The IPL fever has kicked in! Last year, IPL recorded a staggering 620 million viewership and 480 million USD spent on digital advertising. This season comes right after the ICC trophy, which had a total viewership of 65 million throughout the event, setting the stage for a massive advertising tournament. This immense reach underscores a vital opportunity to hit boundaries with a strong presence and reshaped perspective. By effectively utilizing the IPL’s high engagement, brands can encourage consumer action like never before.

To differentiate in this competitive pitch, brands are all set to leverage AI-driven digital solutions that offer precision-driven audience segmentation, customization, and real-time ad performance optimization. A strategic ad tech omnichannel approach amplifies reach and optimizes execution, ensuring campaigns resonate effectively with target audiences, turning the IPL into a launchpad for sustained market leadership.

Recent data indicates a remarkable shift in IPL viewership toward digital platforms, with a total viewership of 60-70% on digital media recorded this year.  This transition signals a crucial powerplay for brands to adapt their game plan and align strategies with evolving consumption patterns. A well-integrated omnichannel approach will keep the scoreboard ticking by ensuring consistent messaging across various touchpoints, much needed for 360-degree coverage and a match-winning presence.

With approximately 60 million CTV households in India, it has emerged as a game-changing channel for advertisers during the IPL. The growing prominence of ad slots on this pitch further highlights the significance of premium ad experiences in connecting with consumers effectively. This calls for a well-timed campaign strategy, like unified CTV solutions, that allows brands to deliver ads right on the front foot using seamless triggers. Sports triggers combined with sentiment targeting ensure ads reach viewers when they are most receptive to converting, particularly after a nail-biting finish or during key game moments.

Furthermore, access to premium inventory across OTT Channels, CTV Apps, streaming devices, and OEMs gives brands a significant campaign boost, setting them up for a strong inning. It offers competitive separation, avoiding similar product ad allotment adjacent to the brand’s ad and scheduled ad breaks, ensuring you don’t ball the same delivery twice. This precise control over ad placement helps brands optimize budget efficiency and safeguard brand exclusivity by preventing ads from appearing alongside direct competitors—keeping them in a league of their own.

Also, a successful strategy will involve designing campaigns catering to dual-screen behavior, much like a well-planned field setup, since 86% of users consume cricket content on mobile devices while watching matches. A synchronized ad encounter can play the perfect anchor, enriching the viewing experience and engaging users effectively. Similarly, targeted ads on YouTube with high pre- & post-match engagement widen exposure with contextually relevant ad deliveries. This involves utilizing advanced targeting techniques based on viewers’ interests, likes, and sentiments. Ads that align with the emotions of cricket enthusiasts, whether it’s the excitement following a last-ball thriller or the anticipation of a high-stakes face-off, can enhance resonance and drive conversions. Incorporating metrics from double-filter content analysis further refines ad slot purchases, ensuring brand messages appear in the most relevant and engaging contexts for a winning campaign.

Moreover, rich media ads, such as gamified and dynamic video formats, act as power strikers in capturing user attention. These ads significantly elevate brand awareness and ensure relevance via real-time adjustment, like adjusting field placements, when coupled with programmatic advertising. This allows brands to target high-intent users at optimal moments whether during live matches, highlight reels, or post-match analysis ensuring they stay ahead of the game. AI-driven automation further sharpens audience segmentation, helping campaigns bowl the perfect delivery to the most receptive audiences, maximizing ad efficiency, and reducing acquisition costs

Additionally, in a diverse market, the preference for native language content is paramount, with data showcasing that 92% of cricket fans prefer IPL content in their regional languages. By utilizing vernacular-rich ads that reflect viewer interest and regional sentiments, brands can build authentic connections beyond the IPL tournament. Retargeting strategies enable them to sustain momentum and reinforce brand recall. With fans still buzzing from the tournament, post-IPL campaigns can strategically tap into their interests, ensuring brands remain top-of-mind long after the final is over.

To conclude, IPL 2025 presents a dynamic landscape for brands to amplify their exposure by strategically utilizing digital platforms. By embracing an omnichannel approach with vernacular content, innovative strategies, and ad tech partnerships, they can craft comprehensive user journeys that resonate with diverse audiences, ensuring impactful outcomes this season. 

Written By Alok Pandey, Vice President of Sales, Xapads Media