Disney+ Hotstar shares best practices for OTT advertising success

The playbook shares key media planning principles along with creative best practices for video ads to enable advertisers to make the most of their campaigns on OTT platforms.

Disney+ Hotstar, a streaming platform, has launched a handbook for effective brand building on the platform. Titled ‘Winning in the OTT Era with Disney+ Hotstar, the handbook shares learnings based on the analysis of over 200 campaigns and offers a 360 degree view of why marketers must include OTT in their marketing strategy.

The playbook shares key media planning principles along with creative best practices for video ads to enable advertisers to make the most of their campaigns on OTT platforms, it also inspires advertisers to go beyond vanilla advertising by collaborating with the Disney+Hotstar’s CreativeWorks team to create bespoke, contextual, impactful campaigns. It also shares insights to make the most of the Connected TVs (CTV) feed as a medium to connect with their desired audiences.

“The changing media-scape of advertising has made it imperative for brands to embrace OTT platforms. Disney+ Hotstar has continuously led the way in the ever-evolving OTT industry, constantly innovating to provide exceptional experiences for both consumers and advertisers,” Ajit Varghese, head of network – ad sales, Disney Star, said.

The report cites campaigns featuring three or more video ads emerge as the stars of the show, demonstrating exceptional prowess in elevating brand awareness, favorability, and purchase intent. The emphasis here is on quantity, suggesting a potential shift in audience preferences towards more immersive video content.

Delving deeper, the insights highlight the significance of over 20 second video ads, positioning them as the linchpin for achieving the pinnacle of success. This reflects a nuanced understanding of audience engagement dynamics, where brevity meets impact in the world of video content.

A noteworthy aspect emphasised in the findings is the power of midroll campaigns combined with a diverse array of creative formats. This strategic amalgamation reportedly leads to a substantial 30% surge in success, underscoring the importance of a multifaceted approach in shaping brand messages and driving purchase decisions.

Frequency, a critical element in any advertising strategy, takes the stage, with an optimal frequency of six or more instances showcasing a remarkable impact. The data suggests a boost of 70% in purchase intent and a 50% rise in brand awareness, shedding light on the equilibrium required for visibility and audience resonance.

For brands eyeing a more prolonged engagement, the insights recommend campaigns exceeding six weeks. This extended duration is posited to yield higher success rates across both upper and lower funnel metrics, emphasising the enduring impact of sustained advertising efforts.

The playbook has been developed in collaboration with industry experts Kantar, Neurons, Integral Ad Science, Mediasmart and MetrixLab. Financial Express