IPL 2020

CHANGING THE PLAYING FIELD

 SIGNIFICANT SCALE ON IPL & WC ‘19

300 MN+
PLATFORM VISITORS
25.3 MN
CONCURRENT VIEWERS
ON IND v NZ SEMIFINALS, CWC ‘19
BEATING OUR PREVIOUS RECORD
OF 18.6 MN ON IPL’19 FINALS, CSK vs MI
8000
INSTALLS/ MINUTE
IND v PAK, CWC ‘19

Source: Hotstar internal analytics

SET GLOBAL BENCHMARKS IN OUR
TECH CAPABILITY

25.3
HOTSTAR HOLDS THE TOP 5
CONCURRENCY WORLD RECORDS

WE BEAT OUR OWN RECORD OF 18.6

MN DURING IPL FINALS

8.0
4.6
2.6

SUPERBOWL 2019 TRUMP INAUGURATION RED BULL SPACE JUMP ICC CWC 2019

CONCURRENT VIEWERS (MN) ON A LIVE EVENT

FANS ARE NO LONGER
JUST
SPECTATORS
64 MN
USERS ENGAGED WITH SOCIAL FEATURES

1.2 BN 5.9 BN 44 MN
QUESTIONS EMOJIS CLICKED COMMENTS SENT
ANSWERED 58 MN USERS 10 MN USERS
27 MN USERS
IPL 2020 ON HOTSTAR

400 MN LOWEST AD FORMATS

TARGETING
UNPARALLELED DIGITAL GLOBAL FIRST ON LIVE
PRICING ACROSS MARKETING
REACH ON PREMIUM OBJECTIVES
SPORTS
LIVE SPORTS

DISPROPORTIONATE
ROI
UNPARELLED DIGITAL REACH

400 MN REACH
(+ 100 MN NEW AUDIENCES)

60-75% URBAN REACH

(ACROSS ALL GEOS)
GLOBAL FIRST TARGETING ON LIVE
SPORTS
27 TARGETING COHORTS

20 GEOS 3 AUDIENCES 4 INTEREST

FEMALES E-COMMERCE

TRAVEL
30+ MALES
TOP 6 METROS
+ FASHION/
ALL MAJOR PREMIUM DEVICES LIFESTYLE
STATES
FINANCE
AD FORMATS ACROSS MARKETING OBJECTIVES

AWARENESS STORYTELLING AT MIDROLL BILLBOARD FEATURES CPM

SCALE

INTERACTIVE
CONSIDERATION PREROLL ++ MIDROLL BRANDED CARDS
FORMATS CPM
TAKEOVER TAKEOVER
ON LIVE

ACTION ORIENTED
INTENT NATIVE DISPLAY SPOTLIGHT SPOTLIGHT STUBS INSTREAM CPC/
FRAMES DISPLAY CPM
BUILD BRAND AWARENESS - STORYTELLING AT SCALE
MIDROLL BILLBOARD FEATURES

10-30s video during live ad breaks First view display on all app pages Non clickable squeeze-ups at key moments
Demo/Geo/Interest targeting Single-day ownership High visibility asset (5-10 BN impressions)
~0.5% CTRs ~1% CTRs Tournament level ownership
DRIVE CONSIDERATION - INTERACTIVE FORMATS ON LIVE
PREROLL PREROLL MIDROLL
TAKEOVER BRANDED CARDS
TAKEOVER

5-10s video before Pre roll ad ++ Midroll ad ++ Display on Social Live Feed
user enters livestream Install page/ Post click lead-gen experience Audience-level targeting
Audience level targeting Product display takeover ~0.7% - 1% CTRs ~0.5% CTRs
~2% - 4% CTRs ~3%-5% CTRs
BUILD INTENT – ACTION ORIENTED NATIVE DISPLAY
SPOTLIGHT FRAMES SPOTLIGHT STUBS INSTREAM DISPLAY

Placement on all app pages (first fold) Placement on show detail pages Display ads running before livestream starts
Audience-level targeting Audience-level targeting Audience-level targeting
~1% CTRs ~0.5% CTRs ~0.4% CTRs
PRICING THAT WORKS FOR YOU
LOWER CPRs VS TV

120 CPM PER 10s -40%

1700
LOWEST CPMs ON THE LARGEST SPORTING 1250 -60%
EVENT 1000 -67% 1000

500
350

50L 1.5 Cr 5 Cr
TV HS

Cost Per Reach (‘000s) on Urban 15+ audiences

HOTSTAR BUILT BRANDS AT SCALE

+10%
+9% +9% +9%

Aided Awareness Message Association Brand Favourability Purchase Intent

AVERAGE LIFT OF 9%-10% ACROSS

IPL CAMPAIGNS MEASURED
 DELIVERED DISPROPORTIONATE IMPACT

SHARE OF INVESTMENT SHARE OF IMPACT

1%
1%
5% 4% 13% 7%
18%
32%
22%
42%
Spends Unaided Consideration
50% Imagery
54%
Awareness 37% 50%
14%
50%

Brand Uplift % 4% 5% 5%

Based on Media Mix Modelling study done by Kantar for a

TV Surround TV IPL Hotstar OOH Cinema
client active on IPL’19
(Non- IPL)
PARTNERED SUCCESSFULLY ACROSS SECTORS
FMCG

CONSUMER
INTERNET

AUTO

BFSI

HANDSETS &
DURABLES

TELCO &
OTT MEDIA

OTHERS
MEASURING BRAND & BUSINESS IMPACT

BRAND LIFT STUDIES ATTRIBUTION

CAMPAIGN METRICS BRAND METRICS

 Ad Recall  Brand Awareness

 Brand Imagery  Brand Recall
 Purchase Intent
3rd Party Installs/ Attribution
‘Exposed vs. controlled’ Measurement
methodology
PARTNER
WITH US!
 1.5 BN
IMPRESSIONS ON CONTEXTUAL ANIMATED BRANDED
CARDS

500 MN
CLICKS ON THE COKE EMOJI

MOMENT +10%
MARKETING UPLIFT IN AWARENESS &
NATIVE HIGH VISIBILITY PURCHASE INTENT
EXPERIENCES
Across the globe Coca-Cola creates moments of
bringing together the fans and celebrating their
favorite sport. Hotstar played a key role in making
Coke a part of the ritual of cheering [during the
IPL] by the fans of their favorite moments
Asha Sekhar, Chief Digital Officer, Coca-Cola
 +16%
UPLIFT IN ‘PREMIUM’ ASSOCIATION IN
M25+ TG

+6%
INCREASE IN PURCHASE INTENT
SUPER 6s OWNERSHIP
~1.2 BN SQUEEZE-UP IMPRESSIONS
SUPER 6s
HIGH VISIBILITY LAUNCH We partnered with Hotstar to launch McDowell’s
No.1 Platinum Gourmet Snacks during the CWC’19.
We leveraged Hotstar’s media units to drive
visibility for the brand at marquee moments
during the game We also have been successful in
establishing the brand's proposition with 50 Mn
reach in our TG that helped increase awareness
among our core target audience.

50 MN REACH ON MIDROLLS Amarpreet Anand, EVP & Portfolio Head –

Popular & Prestige, Diageo India
60% REACHED @ 3+ FREQ.
 BRAND METRICS UPLIFT

+16%
76% +9%
60% 58%
49%

GEO-TARGETED
MESSAGING
BRAND BUILDING Awareness Purchase Intent
IN KEY MARKETS Control Exposed

With the scale of Hotstar and the targeting

capabilities, we could reach the right mix of
users in our key markets. This layered with
contextual messaging helped us drive
CREATIVES SPECIFIC TO EACH GEO
awareness and delight for consumers.
EG - MAHA VIEWERS SAW ‘MARATHI & PUNJABI’ SPICE
MIX CREATIVE Vaibhav Manchanda
Sr. Brand Manager – Maggi, Nestle India
 BRAND METRICS UPLIFT

+12% +9%

65%
59%
53% 50%

CONTEXTUAL
CONTEXTUAL BRANDED CARDS AT 50s & 100s
MESSAGING Brand Favorability Purchase Intent
Control Exposed
BUILD DEEPER ASSOCIATION
WITH CRICKET FANS
Our goal was to establish a bond with our
cricket fans and with Hotstar we reached our
audience at scale & also in an highly
engaging environment. Use of contextual
messaging, regionalization and
targeting helped us drive remarkable
brand results.

80 MN REACH ON VIDEO ADS Anjali Krishnan

Media Head, Mondelez India
 DEMO ~30 MN WOMEN REACHED VIA MIDROLLS
TARGETING
BRAND BUILDING IN
RELEVANT TGs BRAND UPLIFT METRICS

+11% +9%
AD
CONSIDERATION
AWARENESS
 BRAND METRICS UPLIFT

+28% +35%
70%
64%

42%
29%

HIGH IMPACT
ASSETS IPL OPENING DAY BILLBOARD
Brand Awareness Message Association
AWARENESS
Control Exposed
& RECALL FOR THE LAUNCH
OF Popularity of (VIVO) IPL has been steadily
increasing. It was an obvious choice to
‘DUREX AIR’
leverage acceptance of the tournament. We
partnered with Hotstar this (VIVO) IPL for
Durex. We used Super 6s and mid rolls as a
part of the Hotstar bouquet and both gave
desired results
CONTEXTUAL L-BANDS ON Pankaj Duhan, CMO - Health
SUPER 6s Reckitt Benckiser South Asia
 22 MN
FUTURE GROUP
COUPONS UNLOCKED

28%
BRAND FACTORY
COUPONS REDEEMED

80%
WATCH’N PLAY NEW USERS AMONG REDEEMERS
DRIVE ONLINE TO OFFLINE

Driving users to our stores has been an integral part of

Future Group's digital strategy. Gamification is
something which has always been of interest to FG
since it provides a chance to engage deeply with the
consumers and provides “online to offline” through
couponing. Watch’N Play provided FG an
opportunity to engage with our audience and
drive footfalls to our stores.
Pawan Sarda, Group Head - Digital
Future Group India
 25 MN
SWIGGY POP MENU
VIEWS ON HOTSTAR

22% OF IPL
SWIGGY POP SOCIAL FEED USERS INTERACTED

X
HOTSTAR
Our collaboration with Hotstar aims to satisfy the
insatiable love we Indians have for Cricket and
Food.... Through this, we hope to build a deeper
bond with our cricket crazy fans by offering
them an uninterrupted viewing and extremely
convenient food ordering experience.

Srivats TS, VP – Marketing, Swiggy

 1.2 BN
QUESTIONS ANSWERED

WATCH’N 27 MN
PLAY PRIZES WATCH’N PLAY GAMERS
OWNERSHIP

70 MN
AMAZON REWARDS WON
 OWNERSHIP OF MAX. VISBILITY
SUPER 4s

7 BN+
IMPRESSIONS ON SQUEEZE-UPS + ANIMATED
BRANDED CARDS

INCREASE IN UBER EATS ORDERS DURING LIVE

MATCH
MOMENT
MARKETING
NATIVE HIGH VISIBILITY Uber chose to demonstrate the Power Of Platform
EXPERIENCES during the World Cup through deeper integrations.
We leveraged all the innovative media units
available on Hotstar to increase brand
awareness as well as drive business growth &
pushed the bar on innovation with contextual
placements
Manisha Lath Gupta, Marketing Director,
Uber India & South Asia
 3X
DIRECT SEARCHES

+10%
WEBSITE SESSIONS

+40%
HIGHLIGHTS LEADS
OWNERSHIP
CUT THROUGH AD
CLUTTER 300 MN+ VIDEO VIEWS

The campaign with Hotstar was an exciting one since the Cricket World Cup is one of
the biggest sporting events in the world… We could see the tangible benefits in terms
of increased traffic on our website and leads, our brand lift scores also showed a
significant growth with regards to our targeted creative messaging.

Amit Tolani, VP - Marketing, CEAT

 WATCH’N PLAY GRAND PRIZE OWNERSHIP MASSIVE AMPLIFICATION BY HOTSTAR MARKETING

Custom Promo
with Ranbir Kapoor
WATCH’N PLAY
HIGH VISIBILITY LAUNCH

Winners promoted on Social

Media
Promo prerolls
during live match

5.5 BN+ 60
SPLASH SCREEN
CARS WON
IMPRESSIONS
 +35%
ORGANIC TRAFFIC

GEO - 38 MN GEO-TARGETED REACH +10%

TARGETING LEADS
BRAND BUILDING IN
RELEVANT MARKETS

[Hotstar], which has a high affinity with our

TG, gave us the flexibility to target,
measure and efficiently scale up in key
markets that resulted in significant growth
in business and brand metrics.
FALL OF WICKETS OWNERSHIP Nitin Khanna, AVP - Marketing, ACKO
2.2 BN IMPRESSIONS
PERFORMANCE
HEAVY ASSETS
USER ACQUISITON 6s PREROLL VIDEO NATIVE FRAMES
AWARENESS + NUDGE INSTALLS SHOWCASE PRODUCT BENEFITS

USER ACQUISITION METRICS

+31K
HIGH VALUE 2%+
CUSTOMER CTRs
INSTALLS
PERFORMANCE
6s PREROLLS 10s MIDROLLS
HEAVY ASSETS
USER ACQUISITON

PERFORMANCE METRICS

70K 80% ~2%

INSTALLS IN INSTALL TO SIGNUP AD ASSET
2 WEEKS RATE CTRs
 WATCH’N PLAY
PRIZE 240 MN MIDROLL +
PARTNERSHIP PREROLL AD IMPRESSIONS

WATCH’N PLAY
HIGH VISIBILITY LAUNCH

450 MN
99
SPLASH SCREEN
PHONES WON
IMPRESSIONS
 SUPER 4s
TOP OF MIND RECALL IN
PEAK ADMISSIONS
SEASON SUPER 4s OWNERSHIP
~7 BN SQUEEZE-UP IMPRESSIONS

+10% +5%
INCREASE IN AD AWARENESS INCREASE IN CONSIDERATION
 6s PREROLLS 10s MIDROLLS

PERFORMANCE
HEAVY ASSETS NATIVE FRAMES BRANDED CARDS
USER
ACQUISITION

USER ACQUISITION METRICS

1.5 MN+ 3X #2
INSTALLS IN GROWTH IN FANTASY
30 DAYS USER BASE LEAGUE GAME
 ~60 MN
BESPOKE MOTION-CAPTURE BASED CATCH UP VIEWERS
CONTENT SHOW
INTEGRATION
S 400 MN+
CUT THROUGH VIDEO VIEWS
AD CLUTTER

HIGHLIGHTS OWNERSHIP
 3X ACTIVE USERS

Post IPL 2019 60 Mn

Pre IPL 2018 20 Mn

YEAR-LONG HOMEPAGE BILLBOARD 3X

APP DOWNLOADS
SPORTS (IPL PERIOD v NON-IPL)

BILLBOARD
OWNERSHIP VIVO IPL has consistently been one of the
largest aggregator of audiences… Hotstar has
RECRUIT AND ENGAGE delivered a seamless experience for cricket
CONSUMERS fans as well as great value for Dream11. We
see them as one of the leaders in content
consumption online and look to continue our
association on high engagement sports
events.

NATIVE FRAMES Vikrant Mudaliar, CMO, Dream11

 NATIVE
IPL-BASED TRAVEL SHOW WITH DEEP PRODUCT CUSTOM ‘VIVO V-DOLL’ EMOJIS
INTEGRATION
INTEGRATIONS 160 MN SHARED
S
BRINGING BRAND
PROPOSITION ALIVE
BRAND UPLIFT METRICS

+9% +10% +11%

BRAND AWARENESS ‘PREMIUM’ ASSOCIATION BRAND FAVORABILITY
 FANTASTIC OVER FANTASTIC EVENINGS
OWNED 2 WNP OVERS IN EACH MATCH ACTIVATIONS ACROSS 10 CITIES
REGISTRATIONS DRIVEN VIA HOTSTAR SOCIAL FEED

ONLINE TO
OFFLINE
ENGAGEMEN
T 102 MALL & PUB ACTIVATIONS

LAUNCH OF VODAFONE 60 MN INTERACTIONS 9K PARTICIPANTS

‘FANtastic’ CAMPAIGN

1 in 3 +7%
VIEWERS RECALLED RECOMMENDATION
‘FANTASTIC OVERS’ CONTEST LIKELIHOOD
MIDROLL MIDROLL + SCREEN
TAKEOVER
MIDROLL VIDEO
USECASE Brand storytelling
10 - 30s video
CREATIVE
Optional CTA
During LIVE match ad
PLACEMENT
breaks
Geo/ Demo/ Interest
TARGETING
No cross tabs
EST. CTR 0.3% - 0.5%
Post-click display
SCREEN TAKEOVER experience such as lead
gen forms
BUYING CURRENCY CPM
PREROLL PREROLL + SCREEN
TAKEOVER PREROLL VIDEO
Offer/ Action-led
USECASE
messaging
Upto 10s video
(without Skip)
CREATIVE Beyond 10s video (with
Skip)
optional CTA
Just before viewer
PLACEMENT
enters live stream
Audience-level
TARGETING
targeting
EST. CTR 2% - 4%
Full-screen display e.g.
SCREEN TAKEOVER
Install page
BUYING CURRENCY CPM
 FEATURES/ SQUEEZE-UPS
High-visibility contextual brand
USECASE
messaging
CREATIVE Non clickable Display Squeeze Up
Comes on LIVE feed at specific
contextual moments such as 4s,
PLACEMENT
6s, Fall of Wickets and Super
Saves
BUYING CURRENCY Fixed Outlay (Ownership)
 BRANDED CARDS
USECASE Offer/ Action-led messaging
CREATIVE Static Display + CTA
Hotstar social feed during LIVE
PLACEMENT
game play & ad breaks
TARGETING Audience-level targeting
EST. CTR 0.5% - 1%
BUYING CURRENCY CPM
 BILLBOARD
Awareness-driven
USECASE
communication
CREATIVE Display + CTA
First View across Hotstar app
PLACEMENT pages i.e. Home, TV, Movies and
Sports
TARGETING None
EST. CTR 1%
BUYING CURRENCY Single-day ownership (CPD)
 NATIVE FRAMES
USECASE Offer/ Action-led messaging
CREATIVE Static Display + CTA
Across Hotstar app pages i.e.
PLACEMENT Home, TV, Movies and Sports
below the first fold
TARGETING Audience-level targeting
EST. CTR 0.5% - 1%
BUYING CURRENCY CPM/ CPC
 SPOTLIGHT STUBS
USECASE Action-led communication
CREATIVE Display + CTA
PLACEMENT On Hotstar show detail pages
TARGETING Audience-level targeting
EST. CTR 0.5% - 1%
BUYING CURRENCY CPM/ CPC

SKINNY BANNER
USECASE Action-led communication
CREATIVE Display + CTA
PLACEMENT On Hotstar homepage (first fold)
TARGETING Audience-level targeting
EST. CTR 0.5% - 1%
BUYING CURRENCY CPM/ CPC