This year, the ICC Cricket World Cup has left he sport lovers to follow the updates via social media, websites and applications dedicated for the purpose. The primary reason for the same is the odd timing of the matches that happen when people will be working. This trend has promoted major changes to the brands, be it big or small to fasten onto the digital advertising segment aggressively.
Brands across different industries such as Accenture, Lufthansa, Tissot and Hero are looking aggressively to catch onto the consumers via different platforms such as social media websites, starsports.com, the Star India’s website, cricket portals and applications including Hotstar.
Regarding this, Praseed Prasad, National Director for Digital Trading at media buying company GroupMIndiaclaimed that some of the clients have taken up digital marketing and advertising seriously. For instance, Hero has bet heavily on the digital market as it is doing great for the brand. Another client of the firm, Pepsi’s Lays has chosen to do more on the digital advertising front. It is focusing on the television only during select matches in the entire World Cup season.
As per a Star India spokesperson, there has been an exponential growth this time in the online consumption. StarIndiahas received around 35 to 40 advertisers this World Cup season and some of them include Tissot, Hero, Lufthansa, Accenture and CarTrade. He further added that the revenues generated from the digital medium will be significant this time.
A Hero MotoCorp spokesperson claimed that Hero is the co-presenting sponsor of World Cup 2015 digital. The medium is claimed to have witnessed exponential growth in traffic. It is the lead sponsor of the property with video inventory, special sections, banner ads, logo presence, special sections and many other match insights. They have come up with a dedicated application called Hero Super Skipper for the same purpose as well.
Companies such as DishTV have come up with fresh campaigns for the World Cup 2015 season. Such campaigns are aimed to reach the young viewers, claimed Salil Kapoor, COO of DishTV.