The festive season in India has always been synonymous with an advertising extravaganza across various media channels. With the advent of digital streaming platforms, the competition for advertising space has intensified. Platforms like JioCinema, SonyLIV, and Disney Hotstar have become popular choices for brands to showcase their products and services. This festive season is no exception, with advertisers rushing to book ad slots. However, there’s an interesting twist this year – ad rates are reportedly lower.
The lower ad rates can be attributed to several factors. Firstly, the sheer number of OTT platforms in India has grown significantly, leading to increased competition for ad dollars. Brands, empowered by choice, are negotiating for better rates. Advertisers are looking for cost-effective ways to reach their target audience in a crowded market.
Ad rates on digital streaming platforms are measured using CPM (cost per thousand impressions). Depending on the platform and the type of content, these rates can range from ₹70 to ₹120 per 10 seconds for regular shows. Rates can be even higher for high-impact shows. Additionally, rates vary for non-skippable ads, depending on their duration and targeting parameters. Banner ad prices tend to be lower.
In conclusion, with increased competition and changing advertiser priorities, it’s clear that both brands and streaming platforms need to adapt to these new realities. As the advertising ecosystem continues to evolve, finding the right balance between cost and visibility will be key to success in the digital age.
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