The Indian Premier League (IPL) since its inception in 2008 has become a season of celebration, unity, and unparalleled excitement that sweeps through the nation every year. It is not merely a cricket league; it’s a cultural phenomenon that unites millions across India and the world, standing at an eye-watering US$11.2 billion valuation as of last year.
In fact, its 16th edition in 2023 not only captivated the nation but also highlighted the evolving landscape of mobile marketing, mobile OEM advertising, and digital viewership trends, setting a new benchmark for future sporting events.
IPL 2023: A Mobile & Digital Spectacle
The 2023 season, culminating in a nail-biting final where the Chennai Super Kings emerged victorious, was more than just cricket. With 1.47 billion video views on its opening weekend,over 16 billion views till the second qualifier and a staggering 32 million live viewership for the final match on the JioCinema app, the IPL underscored the growing preference for mobile app sports streaming and marked a significant year-over-year growth in digital consumption. Beyond viewership numbers, the IPL has primarily ( 61%) been consumed through smartphones. Digital ad revenue increased by 33% from the previous year, hitting a high of Rs 20 billion, or over US$241 million in 2023.
The convenience and accessibility of mobile apps have made them the preferred platform for sports content consumption in India. The IPL 2023 witnessed a significant increase in session lengths, indicating deeper engagement with the content. This shift is facilitated by the proliferation of content across mobile OEM platforms such as Xiaomi, OnePlus, Oppo, Vivo, and Huawei, which have been instrumental in accelerating digital viewership and consumption growth.
The Rise of Mobile First Sports Consumption, a golden opportunity for mobile app marketers!
With the IPL 2024 season and Euro 2024 on the horizon, mobile app marketers can leverage mobile OEM advertising to reach an untapped audience of over 1.5 billion daily active users.
During the IPL 2023, approximately 70% of viewers engaged with their smartphones for various activities, including checking match updates, engaging in online discourse about the IPL, ordering food online, taking part in fantasy cricket and exploring related promotions. This engagement highlights the seamless connection between sports fans and mobile apps, offering a fertile ground for targeted advertising campaigns.
The growth in app downloads, particularly in categories like food delivery and eCommerce, which saw increases of 63% and 54% respectively during the tournament, further underscores the impact of major sports events on consumer behavior. Mobile OEM advertising, with its cost-effective model and fraud-free environment, presents an efficient channel for marketers to increase app downloads and user engagement. With the increased focus on interactive elements in both sport and advertising, mobile OEMs are poised to be the next evolutionary step in this era of mobile first sports consumption.
Mobile OEMs: Innovative Strategies for Enhanced Engagement
With the wealth of options mobile OEMs provide, advertisers can employ various strategies to maximize their reach and effectiveness.
- The world of display ads, full-screen videos, splash ads, and appographic marketing allow for more personalized and engaging campaigns.
- Dynamic Preloads, which leverages Mobile OEMs’ ability to recommend apps to users during setup, is an extremely effective means of user acquisition for apps trying to stand out in a crowded app market.
- Taking advantage of Private Marketplace (PMP) deals, where advertisers can bid on specific ad inventories for specific times, and Dynamic Preloads during key sporting events can offer additional avenues for user acquisition, leveraging the increased visibility and traffic generated by these events without the exorbitant costs that are typically associated with the hype and frenzy surrounding them.
JioCinema continues to offer the IPL for free via its mobile app. This is in contrast to previous IPL offerings from Hotstar — which charged up to Rs 1499 or US$18 — for an IPL viewing package. This strategy has not only quadrupled the penetration of the JioCinema app, but in turn has provided advertisers an ample audience to advertise to. Coupled with the ease and cost of mobile OEM advertising, there has never been a better time to leverage mobile OEMs and the IPL in tandem.
The strategic sponsorships by mobile OEMs, such as Vivo’s association with the FIFA World Cup 2022 and the IPL between 2016 – 2021, together with OPPO’s sponsorship of the ICC Men’s Cricket World Cup, UEFA Champions League, and Wimbledon exemplify the deepening ties between sports and mobile technology. Other than enhancing brand visibility and engagement with captivated audiences, these sponsorships also lend themselves to increased mobile OEM hardware sales and deals, providing further incentives and opportunities for tie-ins for app developers looking at taking advantage of mobile OEMs’ prominent position in the global sporting landscape.
Integration of sports, mobile technology, and advertising: A New Era of Sports Marketing
As we look toward the 17th edition of the IPL, the strategies employed during the IPL 2023 offer a blueprint for leveraging mobile OEM advertising and app marketing to capture the attention of sports enthusiasts. The focus on targeted, innovative and interactive campaigns, coupled with the strategic use of mobile technology, can significantly boost user acquisition, engagement, and brand loyalty.
By embracing these trends and adapting to the digital preferences of consumers, brands can not only stay ahead of the curve but also create lasting connections with their audience, transforming the way we experience and celebrate sports in the digital age.
