New Delhi: Disney Star Network has announced the launch of an advanced contextual advertising solution on its popular Hindi movie channels, Star Gold and Star Utsav Movies. This innovative in-house development promises to revolutionize the way brands connect with their audiences by offering highly targeted and engaging advertisements.
The contextual ads will be strategically placed to align with the content being watched, ensuring relevance and enhancing viewer engagement. This new advertising approach is poised to offer brands unparalleled precision and effectiveness in reaching their target audience.
“Contextual ads are a game-changer for advertisers, allowing them to reach their target audience with unparalleled precision and effectiveness,” said Dev Shenoy, Head of Entertainment Ad Sales at Disney Star. “This cutting-edge solution will not only boost viewer engagement but also provide valuable performance insights to advertisers. This package can scale as high as 1,000 spots per month, which is 2-3 times more than any regular Free Commercial Time (FCT) campaign. This approach is unique in the television space as it combines building strong brand associations while reaching a maximum audience, effectively addressing multiple brand objectives such as awareness and salience.”
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Rajiv Dubey, Senior GM Head of Media at Dabur India, expressed his satisfaction with the new advertising solution. “At Dabur, we are known to create and spread awareness for causes that need attention. Tobacco chewing is a major hazard, and World No Tobacco Day was an important day to alert our audiences to this hazard. We associated with Star Gold for the first-ever contextual messaging product, which created a pinpoint accurate impact for this messaging. This association proved to be truly effective, just the way we love our association with the consumers,” Dubey commented.
The contextual ads offer a distinctive and efficient method for advertisers to reach their target audience, creating a mutually beneficial situation for all stakeholders involved. Compared to traditional contextual ad creation, this solution streamlines the process, offering a more efficient and scalable approach.
Additionally, the product includes the ability to measure the exposure of each contextual ad using BARC ratings, providing valuable insights into ad performance. This feature ensures that advertisers can monitor the effectiveness of their campaigns and make data-driven decisions to optimize their advertising strategies.
With this innovative solution, Disney Star Network is set to transform the advertising landscape on television, providing brands with a powerful tool to enhance their reach and impact. As the network continues to push the boundaries of traditional advertising, viewers can look forward to a more engaging and relevant viewing experience.
