Mumbai: Disney Star Network introduces a new contextual advertising solution on its Hindi movie channels, Star Gold and Star Utsav Movies. This in-house product allows advertisers to show targeted ads that match the content, enhancing audience engagement and transforming brand communication.
Dev Shenoy, Head – Entertainment Ad Sales, Disney Star, said, “Contextual ads are a game-changer for advertisers, allowing them to reach their target audience with unparalleled precision and effectiveness. This cutting-edge solution will not only boost viewer engagement but also provide valuable performance insights to advertisers. This package can scale as high as 1000 spots per month, which is 2x-3x of any regular FCT campaign.This approach is unique in the television space as it combines building strong brand associations while reaching maximum audience, effectively addressing multiple brand objectives such as awareness and salience,”
Rajiv Dubey, Senior GM Head of Media, Dabur India at Dabur, commented, “At Dabur, we are known to create and spread awareness for causes that need attention! Tobacco chewing is a major Hazard and hence World NO Tobacco Day was an important day to alert our audiences of this hazard. We associated with Star Gold for the first ever-contextual messaging product, which created a pinpoint accurate impact for this messaging. This association proved to be truly effective just the way we love our association with the consumers”
The contextual ads provide an effective way for advertisers to reach their audience, benefiting all involved stakeholders. This solution simplifies the ad creation process compared to traditional methods and allows for measurement of ad exposure through BARC ratings, offering insights into performance.
