Video as an advertising platform has been popular with the brand since long. Video appeals to maximum possible senses of a viewer and works wonderful both as branding as well as performance medium.
Last few years we have seen a dramatic increase in the consumption of video content over digital platforms technically termed OTT – Over the top. With the popularity of such platforms, also came opportunities for advertisers. Large advertisers who were already advertising on Television added these digital video advertising platforms as an additional support whereas small advertisers who hitherto could not afford advertising suddenly had an option.
Youtube was the pioneer in video content consumption. The first challenge to Youtube in India came through the launch of Star Network’s OTT platform Hotstar. Hotstar launch was followed by a series of digital video platforms like Voot from Network 18, Sony Liv from Sony network, Amazon Prime from Amazon, Netflix, Yupp, Ditto and many others. Many popular websites integrated video playing capabilities on their platforms.
In this post we look at top 10 Video digital advertising platforms in India
YouTube continues to dominate the market with billions of videos and a very low cost per view. Additionally YouTube is the only video advertising platform that offers advertisers zero charges for ads that are skipped. With an integration of banner ads with videos, advertising in YouTube is the perfect place to start your video advertising. One can advertise in Youtube either through Google Adwords or Youtube directly.
Currently the most popular video viewing app after YouTube, Hotstar has a rich steady content source coming from the Star Network. It has also tied up with few other production houses for content. Live streaming of cricket matches has added a lot of stickiness to the app. With availability of filters like language, geography, handset type and gender, advertising in Hotstar is only growing with the day. Recent awarding of digital rights for IPL cricket matches to Hotstar is expected to take advertising in Hotstar to a next level.
With similar features like Hotstar, Voot is the official digital video streaming app of Network 18. In addition to popular contents from Network 18 group, Voot differentiates with other Video playing apps through a section for kids called Voot Kids. Advertising in Voot is limited by it’s current reach but is expected to grow over next few years.
The video advertising platform from Sony, Sony Liv is popular for its sticky content. Popular channels on Sony Liv are Sony TV, Sony SAB, Sony MIX, Sony MAX, Sony MAX 2, Sony SIX, SET PIX, AXN and Animax. It also showcases its original web series like Love Bytes, Married Women Diaries among many others. Sony Liv also has a large collection of English, Hindi & regional movies.
Netflix is world’s most popular video on demand and streaming site. While it started with providing videos on demand, Netflix today is developing itself as a content generation site with Netfilx Originals. Netflix was launched in India in 2017 and currently does not accept advertising. But it’s just a matter of time before which advertisers will have an option to place ads in Netflix content.
A recent entrant to India market in on demand video platform is Amazon Prime Video. With a mix of on demand videos and native content, Amazon Prime Video is gaining steady popularity in India. Amazon’s tie up with HBO gives it an edge over competition with regards to content. Currently advertising is not available on Amazon Prime video.
YuppTV is an online content provider for South Asian content. Contents vary from News, TV shows, music to movies. Advertising in Yupp TV is recommended for advertisers looking to target South Asian language speaking audience. One can advertise in Yupp TV to target content in Telugu, Tamil, Hindi, Malayalam, Kannada, Marathi, Bengali, Punjabi, Oriya, Gujarati, Sinhalese, Bangla, Nepali, Urdu and English.
Bookmyshow started as an online ticketing for movie theatres. Over a period of time it added events, shows and plays to its ticketing option. One of the most visited site & app in India, advertising in Bookmyshow is an attractive proposition for the advertisers. Low budget advertisers can place their ads in BMS through Google Adwords whereas large spend advertisers can place ads directly through the portal. Playing the video ads in showcase section is one of the most popular advertising options in Bookmyshow
Times Network is the most visited site and used app in India. Most of their properties including Times of India, Economic Times, Times Now etc. accept video ads. You can advertise in Times of India digital version and other associated properties. Ads can either be placed through the self serve platform of Columbia Network, any digital advertising agencies like The Media Ant or through Google Display Network. It is important to note than prime inventory is available only through the platform whereas performance inventory, where advertisers pay basis click is available both through the network as well as Google Display platform.
One can play video ads in various websites of Google network. Through the placement filter one can pick popular websites & apps. Few of the popular platforms to advertise digitally your video content are Economic Times, Aaj Tak, NDTV, Zee TV, Money Control, Your Story etc. Instead of placing your ads individually on all these platforms, it’s better to place it through Google’s Video Display advertising platform.
About The Media Ant
The Media Ant is a self serve platform for selling and buying of advertising spaces across media types.
Visit www.TheMediaAnt.com/digital to see all digital options available for advertising.