Mumbai: With everyone eyeing IPL 2020 to gain more visibility, digital ad spend on YouTube can prove out to be a huge competitive advantage.
The Indian Premier League is one of the biggest events in the world that delivers high brand recall & reach to several brands and that is why many companies spend large amounts of money on their ad campaigns during IPL. What’s unique about this year’s IPL is that this time this cricket extravaganza clashes with the festive season in the country, making it an engaging affair as brands will be able to target both sets of audience together (Premium Cricket Enthusiasts & Festive Buyers).
With more than 265 million monthly active users on YouTube India, it is quite evident that companies looking to benefit from the IPL season shouldn’t ignore the platform to be a part of their digital media plan. The IPL attracts over 110 million premium cricket audience on YouTube and these viewers watch an average of 34 minutes of content on YouTube (e.g. Entertainment, Music, Comedy, New & Politics etc) during LIVE match hours, which shows how actively YouTube engages with the target audience for several businesses.
The viewership of content around Cricket & IPL constitutes over 1 billion hours worth of eyeball time plus 2019 saw over 50 Million+ IPL content related searches on YouTube (a 95% growth compared to the 2018 edition). This clearly goes on to show that many of the prospective buyers are on YouTube and thus it is vital for businesses to also focus on contextual targeting on YouTube.
Vidooly, an industry leader that has been prominent in shaping up the online video analytics in the country offers a deep dive into how businesses can crack their brand’s recall and reach on YouTube. The company tracks over 100 Million videos on YouTube & with this huge video repository, they process thousands of video data points to understand the type of content being watched and hence find the right kind of content to showcase a video ad on YouTube.
“Our contextual targeting capabilities are based on a community building formula rather than a basic mechanical ad plan. With 4 major modules like Content Engagement, Audience Insights, Behavioural Analysis and Brand Safety being the integral parts of our solution, we believe that businesses can utilize the YouTube platform to its full potential so that their ad spend is majorly targeted towards a buyer rather than just a viewer skipping a video ad.” says Nishant Radia, Co-Founder & CMO at Vidooly.
With so many avenues to look at and so much data to analyze, it is evident that businesses need to focus on YouTube, too, as a platform for their digital media plan. Hence, Vidooly is offering a detailed customized strategy solution to businesses to help them understand how they can utilize Brand Safe Contextual Targeting on YouTube during the coming IPL & Festive season.
