The new collaboration offers brands Disney+ Hotstar’s on-demand ad inventory in a premium, brand-safe environment
Mumbai, December 4th 2020- Premium video streaming platform Disney+ Hotstar has collaborated with MediaMath, a Demand-Side Platform (DSP) that delivers the most responsive, accountable, and performant advertising technology for brands to buy addressable media. This association enables advertisers and agencies to measure reach and frequency on OTT programmatic inventory in a trusted, and brand-safe environment.
With this offering, brands can purchase premium inventory through Programmatic Guaranteed (PG) and Private Marketplace (PMP) deals to reach India’s affluent, urban audiences via a multitude of ad formats that suit their marketing objectives. The platform’s massive reach and sharp targeting options extend an incredible opportunity for brands, especially regional players, to tap the right audience whether on live sports or entertainment.
Nitin Bawankule, President, Ad Sales, Star & Disney India said, “We are committed to enabling marketers and agency partners to reach new and existing audiences at scale and build incremental reach. By activating audience-based buying in a private programmatic environment, brands can target precise, highly engaged audience cohorts, exercise more control with transparency, and attain higher visibility of their campaigns. MediaMath offers a cutting-edge technology platform and this association will help us offer efficient programmatic advertising solutions to clients.”
“OTT is a critical and fast-growing channel for driving addressability, and our association with Disney+ Hotstar helps us offer a forward-looking, sophisticated programmatic setup,“ said Pranjal Desai, Country Manager India, MediaMath. “Disney+ Hotstar has already established itself as the largest player in the OTT space, and this collaboration has been the natural next step in making media buying on OTT a more streamlined, efficient and accountable process.”
Speaking about the Disney+ Hotstar Marketing Platform and the possibilities, Umesh Krishna, Director – Marketing, Swiggy said, “Swiggy and Disney+ Hotstar have had a long association , especially when it comes to cricket. In fact, food and video-on-demand are categories that go hand-in-hand, and they both cater to similar psychographics. Having tried out programmatic campaigns on the Disney+ Hotstar Marketing Platform recently, we are extremely pleased about the scale and targeting options that it offers us. I am confident that it can serve our various marketing goals effectively.”
Amardeep Singh, Co-Founder & CEO, Interactive Avenues said, “We are looking forward to programmatically accessing India’s most premium and brand-safe video inventory on Disney+ Hotstar via MediaMath – the leading independent DSP in the country. This is an offering that the market has been waiting for quite some time now. Interactive Avenues works extensively with both MediaMath and Disney+ Hotstar and we are very excited for this offering which will help us to further augment our promise to our clients to give them the best ROI on their investments.”
Additionally, buyers can access other key features such as viewability measurement, frequency-capping, and real-time analytics. With Disney+ Hotstar, brands can reach India’s affluent, urban audiences via a multitude of ad formats that suit their marketing objectives. The platform’s massive reach and sharp targeting options extend an incredible opportunity for brands, especially regional players, to reach the right audience whether on live sports or entertainment.
About Disney+ Hotstar
Disney+ Hotstar (erstwhile Hotstar) is India’s largest premium streaming platform that has changed the way Indians watch their entertainment – from their favourite TV shows and movies to sporting extravaganzas. With the widest range of content in India, Disney+ Hotstar offers more than 100,000 hours of TV Shows and Movies in 8 languages, regional and national news, and coverage of every major global sporting event, including the IPL. Disney+ Hotstar Premium has a large selection of Disney+ Originals, latest American shows, blockbuster Hollywood movies and award-winning content from International studios; whereas with Disney+ Hotstar VIP, users get access to Disney content in local languages, exclusive new content from the Hotstar Specials label, access to STAR network serials before television, and the latest and best of live sporting action. In its earlier avatar, the Hotstar mobile app has notched 400 Mn+ downloads, making it one of the most in-demand apps in India and also secured top spots on the Google Play Store as well as the Apple App Store. The app’s success reflects its highly evolved video streaming technology as well as the quality of experience across devices and platforms.
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