Introduction of OTT advertising on disney hotstar
Disney+ Hotstar is one of India’s most popular OTT platforms, attracting millions of viewers with its vast library of movies, shows, and live sports. With its unmatched audience reach, advanced targeting options, and a variety of ad formats, it has become a go-to platform for brands looking to connect with consumers. Recognizing this potential, a leading FMCG brand partnered with Filmyads.com to run high-impact OTT advertising on disney hotstar campaign in Tamil Nadu and Andhra Pradesh during the festive season. The aim was to drive regional engagement, increase brand visibility, and generate high-quality leads, all while leveraging the extensive capabilities of Disney+ Hotstar’s OTT advertising solutions. This case study delves into the campaign’s objectives, execution strategy, key insights, performance metrics, challenges, and the innovative solutions that contributed to its success.
Campaign Objective
The campaign was designed to meet three key objectives. First, it sought to enhance the brand’s regional visibility in Tamil Nadu and Andhra Pradesh during the festive season by engaging audiences with culturally relevant content. Second, the campaign aimed to generate over 2 million impressions, ensuring that a significant portion of Disney+ Hotstar’s regional audience was exposed to the brand. Third, it intended to drive traffic to the brand’s website, with a target of a 20% increase in visits from the two states, while simultaneously reducing the cost-per-lead (CPL) by at least 15%. With the festive season being a time of high consumer activity, the campaign focused on creating a strong emotional connection with the audience through relevant and localized messaging, making it a perfect example of effective OTT advertising on disney hotstar.
Target Audience Insights
A thorough analysis of Disney+ Hotstar’s audience demographics and behavior provided invaluable insights that guided the campaign strategy. The primary target audience was between 18 and 45 years of age, comprising young professionals, homemakers, and tech-savvy individuals who frequently accessed content on Disney+ Hotstar. Tamil and Telugu were the predominant languages spoken in Tamil Nadu and Andhra Pradesh, respectively, making it essential for the campaign to focus on language-specific messaging to ensure resonance. The analysis also revealed that Drama, Romance, and Sports were the most-watched genres on the platform, especially during the festive season. Moreover, mobile devices accounted for 92% of the viewership, emphasizing the need for mobile-optimized ad formats in the OTT advertising on disney hotstar strategy. Viewing patterns highlighted prime-time slots and weekends as the periods with the highest engagement, making these windows critical for ad placements. These audience insights enabled Filmyads.com to craft a targeted, data-driven OTT advertising on disney hotstar campaign that effectively reached and engaged the intended audience. Visit our partner site
| Category | Details/Insights |
| Platform | Disney+ Hotstar |
| Campaign Duration | Festive season (4 weeks) |
| Target Regions | Tamil Nadu, Andhra Pradesh |
| Target Audience | Age group 18–45 years; young professionals, homemakers, and tech-savvy individuals |
| Languages | Tamil and Telugu |
| Popular Genres | Drama, Romance, Sports |
| Primary Devices | 92% mobile devices; 8% others |
| Peak Viewing Periods | Prime-time slots and weekends |
| Ad Formats Used | Pre-roll ads, mid-roll ads, carousel ads |
| Total Impressions | 2.5 million (25% higher than the target of 2 million) |
| Unique Viewers Reached | 1.9 million viewers |
| Regional Impressions | Tamil Nadu: 70%, Andhra Pradesh: 30% |
| Completion Rate | Pre-roll ads: 94% |
| Click-Through Rate (CTR) | Carousel ads: 6.5% (above industry average) |
| Website Traffic Increase | 28% increase in visits from Tamil Nadu and Andhra Pradesh |
| Cost-Per-Lead (CPL) | Reduced by 20% (target: 15%) |
| Challenges | High competition for ad slots; potential viewer fatigue |
| Solutions | Advanced bidding strategies, direct negotiations, and balanced ad format usage to avoid viewer fatigue |
Advertising Options
Disney+ Hotstar offers a diverse range of advertising options, which allowed the campaign to use multiple touchpoints to engage with its audience. The selected formats included pre-roll ads, mid-roll ads, and carousel ads. Pre-roll ads are short, non-skippable video advertisements displayed before the start of content, making them ideal for ensuring high visibility and recall. Mid-roll ads, inserted during long-form content, were used to capture audience attention at strategic intervals. Additionally, carousel ads, displayed prominently on the app’s homepage, provided an interactive and visually engaging format to drive traffic to the brand’s website. To cater to the regional audience, all ads were customized in Tamil and Telugu, ensuring better relatability and cultural relevance. This combination of ad formats and customization allowed the campaign to maximize its reach and impact in OTT advertising on disney hotstar
Strategic Execution of the Campaign
The campaign was executed in three well-planned phases to achieve maximum impact and ensure effective resource utilization. In the preparation phase, Filmyads.com focused on creating culturally relevant ad creatives tailored to Tamil Nadu and Andhra Pradesh. The team incorporated festive themes, vibrant visuals, and regional language messaging to ensure the ads resonated with the target audience. All ad assets were also optimized for mobile viewing, given the high mobile usage among Disney+ Hotstar viewers.
The second phase involved the campaign’s launch. Ads were strategically placed on Disney+ Hotstar’s most-watched shows and live sports broadcasts, such as cricket matches, to ensure maximum visibility. Pre-roll ads were prioritized for their non-skippable nature and high completion rates, while mid-roll ads were used to engage audiences during long-form content. Carousel ads, on the other hand, served as effective tools for driving website traffic, given their interactive format and prominent placement on the app. By leveraging these strategic ad placements, the campaign achieved significant visibility during high-viewership periods, making the most of OTT advertising on disney hotstar
In the optimization phase, Filmyads.com utilized real-time analytics to track the performance of each ad format and adjust the campaign strategy accordingly. Underperforming ad slots were reallocated, and additional budgets were assigned to high-performing ads, such as pre-roll videos. This agile approach ensured that the campaign delivered maximum results within the allocated budget, highlighting the value of continuous optimization in OTT advertising on disney hotstar
Key Metrics and Performance Outcomes
The campaign’s performance exceeded expectations, delivering impressive results across multiple metrics. It achieved over 2.5 million impressions, surpassing the initial target of 2 million by 25%. Pre-roll ads recorded a completion rate of 94%, indicating high viewer engagement. Carousel ads achieved a click-through rate (CTR) of 6.5%, significantly higher than the industry average, showcasing their effectiveness in driving website traffic. The cost-per-lead (CPL) was reduced by 20%, outperforming the target of a 15% reduction. In terms of audience reach, the ads connected with 1.9 million unique viewers, with Tamil Nadu contributing 70% of impressions and Andhra Pradesh contributing 30%. Website traffic from the targeted regions increased by 28%, leading to a substantial rise in product inquiries and conversions. These metrics highlight the campaign’s success in achieving its objectives and driving tangible business outcomes, further proving the power of OTT advertising on disney hotstar
Challenges and Solutions
Despite its success, the campaign faced several challenges that required innovative solutions. One significant challenge was the high competition for ad slots during the festive season, which led to increased costs and limited availability of prime placements. Filmyads.com addressed this by employing advanced bidding strategies and negotiating directly with Disney+ Hotstar to secure cost-effective ad placements without compromising on visibility. Another challenge was the risk of viewer fatigue due to overexposure to ads. To mitigate this, the campaign used a balanced mix of pre-roll, mid-roll, and carousel ads, ensuring that the content remained dynamic and engaging. By addressing these challenges proactively, Filmyads.com ensured the campaign’s seamless execution and success, making it a strong example of how OTT advertising on disney hotstar can be effectively managed.
Conclusion
The Disney+ Hotstar campaign executed by Filmyads.com stands as a testament to the power of targeted OTT advertising on disney hotstar. By leveraging Disney+ Hotstar’s extensive reach, regional language capabilities, and diverse ad formats, the campaign successfully engaged audiences in Tamil Nadu and Andhra Pradesh during the festive season. The data-driven strategy, combined with culturally relevant messaging and real-time optimization, enabled the campaign to exceed its objectives and deliver exceptional results. This case study demonstrates how brands can harness the potential of Disney+ Hotstar to achieve both regional and national marketing goals through effective OTT advertising on disney hotstar
Looking ahead, the campaign’s success highlights several best practices for advertising on Disney+ Hotstar. These include the importance of understanding audience demographics and behavior, using a mix of ad formats to maintain engagement, and employing real-time analytics for continuous optimization. For brands seeking to enhance their regional presence or tap into India’s growing OTT audience, Disney+ Hotstar offers a robust platform for achieving impactful results. With Filmyads.com’s expertise in OTT advertising on disney hotstar, brands can craft campaigns that are not only highly effective but also tailored to their unique goals and audiences. visit our site
