iWorld

Ad Suite designed to help advertisers meet business objectives: ZEE5's Yogesh Manwani

The platform has representation of advertisers across multiple categories

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/11/20/Yogesh_Manwani.jpg?itok=57pPosrl

MUMBAI: While digital advertising spend in India has been traditionally mostly concentrated with Google and Facebook, OTT platforms with their massive user base have also started attracting brands lately. ZEE5, with a huge library of catch-up content from its parent network, has been focusing not only on curating the library but also its Ad Suite offering to enable advertisers to effectively meet their business objectives.

In 2019, ZEE5 launched tools like INFONOMIX, Ampli5, Ad Vault, PLAY5 under its AD Suite which clearly indicated the platform’s aggressiveness to increase ad revenue. ZEE5 India head AVOD, SEO, news and stories Yogesh Manwani spoke on the relevance of Ad Suite and the increasing interest and investment of brands on OTT platforms in an interaction with Indiantelevision.com.

“Our attempt is to enable brand or advertising partners to leverage the platform to reach their consumers, get their brand message out and meet their brand and business objectives. At the consumer level, we are investing and we always say that it is the power of content and technology that will help us deliver superior,” Manwani said.

“At a consumer level we are using hyper-personalisation and using AI and ML. We are also deploying the same thing for advertisers. The idea is to leverage the best of content and technology to give our advertisers the ability to meet their goals and objectives. We designed this Ad Suite, which has a whole host of products that any advertiser, depending on their brand objectives, can choose,” he added.

Advertisers can pick banners, videos, live streaming and a host of other options. FMCG, consumer durables, mobile handsets and telecom partners are their largest clients. Regional brands are also showing interest along with national brands.

HSM is a large market but Maharashtra, Tamil Nadu, and Karnataka are growing markets while Bengal is emerging as a strong one as well.

“We have one of the strongest AVOD content portfolios. We have content across 12 languages. We have strong characters people love and connect with and strong shows. We don’t have any plans to change that but we constantly look at how we allow consumers to discover and enjoy from old content as well,” he commented on the AVOD content strategy.

“The marketing approach to AVOD content, considering the distinction of duration, frequency and nature of content, is different. It is more from a curator’s perspective other than a creator’s. The tools we use may be similar in terms of whether you are doing performance marketing, social media marketing or digital marketing but the way you approach the product is creator vs curator,” he added.

The marketing mix also depends on the stage of the show. The platform also leverages the power of multimedia to create awareness for original offerings and to get consumers on the platform.

“Digital is a big medium because it allows targeting consumers with the help of Consumer Life Cycle Management Techniques. It is a multimedia mix but it completely depends upon the main goals and objectives that we want to achieve,” he added.

While many reports have predicted that the Indian OTT ecosystem will be skewed towards advertising revenue, there is no unified measurement system. Manwani said that a unified currency always works for all stakeholders and for it to work all stakeholders have to come on-board. But he mentioned that until that happens, they will work closely with their advertiser partners to ensure there is full transparency.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/22/mxplayer.jpg?itok=IQoBZ4wN
MX Player is the #1 Breakout Video Streaming App of 2019 in India, as per the State of Mobile 2020 report by App Annie

MX Player is the #1 Breakout Video Streaming App of 2019 in India, ahead of Hotstar, Netflix, Amazon Prime and JioTV, according to the State of Mobile 2020 report by App Annie. The platform has dominated the market in terms of time spent on Android phones among Entertainment or Video Players &...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/22/likee.jpg?itok=ZaN6A0rf
Likee collaborates with ShemarooMe's chat show 'Likee Stars with Priya Raina'

MUMBAI: Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has collaborated with ShemarooMe, a video streaming OTT platform launched by India’s leading content powerhouse Shemaroo Entertainment Limited, to create a unique chat show ‘Likee Stars with...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/22/netflix.jpg?itok=u8k51PXp
Netflix reports good topline growth, international subscriber additions in Q4

MUMBAI: Despite missing out on domestic subscriber addition for two consecutive quarters, streaming colossal Netflix beat its forecast for overall subscriber additions for the fourth quarter of 2019. The company also beat on the top and bottom lines for the quarter. The streaming giant witnessed a...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/horror.jpg?itok=4GRQHQMz
Abundantia Entertainment, Crypt TV partner to drive Indian horror content in 2020

MUMBAI: If there is an unexplored genre in the Indian content space, it is definitely the horror genre. While movies like Stree and shows like Ghost Stories have attempted to change the space, there is room for more. Vikram Malhotra-headed Abundantia Entertainment is now focusing on the gap by...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/zee5.jpg?itok=BnBlyx1G
ZEE5 records peak DAU base of 11.4 mn in December 2019

MUMBAI: ZEEL's (Zee Entertainment Enterprises Ltd) digital venture ZEE5 has recorded a peak DAU (Daily Active Users) base of 11.4 million in December 2019. Along with more users flocking towards the platform, the engagement has also gone up to 140 mintues watch time every month during the third...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/voot.jpg?itok=vx-6Fd7d
Voot to soon launch premium SVOD Voot Select

MUMBAI: Tiering is coming to the OTT ecosystem in India. AVOD, SVOD, premium SVOD is the direction it seems to be taking. Following in the footsteps of Hotstar which launched its VIP service earlier this year, Viacom18, India’s fastest growing entertainment network  has announced its second...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/Apple-TV-Plus.jpg?itok=hqoFyeo1
Apple TV Plus unveils release dates for originals

Upping the ante in streaming and content services, Apple TV plus announced the premiere dates of its Originals including Steven Spielberg’s Amazing Stories, which is a sci-fi anthology that is scheduled to be released on 6 March 2020, Variety said in its report.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/21/Vijay-Subramaniam.jpg?itok=25d11iuH
Audience open to stories that push imagination: Amazon Prime Video's Vijay Subramaniam

The steaming boom in India has unleashed the creativity of storytellers across the country. While several barriers to freedom of storytelling have disappeared with the entry of the over-the-top (OTT) platforms, a considerable expansion in content themes is noticeable too.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/20/prime.jpg?itok=7O3hUWGk
Amazon Prime Video unveils upcoming Originals line-up for 2020

MUMBAI: Amazon Prime Video unveils upcoming content slate with 14 Indian Original titles, including a mix of new series and returning seasons of popular Indian Amazon Originals. The preview video offers viewers a glimpse into 13 other upcoming titles, including new scripted series such as The Last...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories