2021 began with a hopeful note but it was not long before we were pushed to see the COVID crisis become serious once again with the 2nd wave hitting the country mid April. Looking beyond that, it was a year of possibilities, nevertheless. With things mellowing down and improving for the better, some things did not change at all- and for good.
The digital disruption that happened in 2020 with the advent of COVID-19, has seeped into this year as well. The only difference? – its roots are stronger and deeper now. Almost all industries deployed the service of digital media whether it was for reaching out to their consumers in these difficult times or just selling their products. Video advertising spread its wings wide- especially in digital OTT platforms, which leveraged the technology to their maximum benefit.
Since video and digital is a match made in heaven, it led us to cover the top 10 digital video advertising platforms of this year. So, following are the top 10 media that witnessed the highest traffic on The Media Ant Website during the year 2021:
1. Hotstar
Hotstar is one of the most used video platforms across the country. Of course the biggest attraction of the OTT platform is live streaming of Indian Premier League that has given the platform reach equivalent to YouTube last year. However, there are a very few platforms that offer content mix, user experience as well as advertising options at par with Hotstar. This year, with Disney added to the existing platform, the offering has only got better.
TARGETING OPTIONS- Gender, age, geo, interest, language, genre, content, device targeting.
2. Youtube
When we talk about video advertising, YouTube is the original player and most popular video advertising platform in the world. YouTube advertising has broken all our records to be the 2nd most visited advertising media for the year 2021.
TARGETING OPTIONS- Gender, age and demographic targeting.
3. MX Player
With 200 Mn Monthly Active Users MX Player is one of India’s top OTT platforms. The app has a collection of shows, movies, web series, etc. in 12 languages. The app allows brands to have the perfect opportunity to reach the right target audience. 88% of the users on MX Player are under the age of 35. This audience demographic is perfect for digital-first brands as well as brands targeting young adults and the new age decision-makers.
TARGETING OPTIONS- Gender, age and geo targeting.
4. Voot
Voot is an online video streaming platform offering the most compelling catalogue ever offered on mobile and the web, making it a complete video destination for consumers. The platform has been designed and purpose-built for one reason – to provide the best video experience for TV Shows. With an average watch time of 23 mins , the audience on Voot is amongst the highest engaged audiences in the OTT space. Voot boasts differentiated content with shows such as Big Boss and a range of original series along with the entire collection of the shows produced by VIACOM 18. With a broad presence among India’s Youth with 50% of the audience being in the 20-30 years old age bracket, making it the perfect platform for your brand to reach young adults.
TARGETING OPTIONS- Gender, age, geo, interest, language, genre, content, and device targeting.
5. Sony LIV
Sony LIV is the pioneer in the OTT space that caters to all genres of entertainment right from the content on Set Max, Sab TV, Sony ESPN & Live Streaming of Sony Mix. It has created a niche for itself by launching the first Web Series which targets a specific audience.
TARGETING OPTIONS- Gender, age, geo, interest, language, genre, content, device, and top shows targeting.
6. Zee5
Zee5 is a video streaming service by the Zee Essel Group. with 76.4 Mn monthly active users gives brands the power to choose the offering that best matches their business objective. It is a platform of choice for high reach with 79 million active users, 550+ monthly video views and 100+ million downloads.
TARGETING OPTIONS- Gender, age, geo, interest, language, genre, content, device, top shows and market targeting.
7. MX TakaTak
MX TakaTak is a short video community app created locally and especially by MX Media & Entertainment in India. Video advertising in the MX Takatak app is one of the most popular advertising options offered by The Media Ant.
TARGETING OPTIONS- Gender, age and geo targeting.
8. Chingari
A unique and fun short video app where you can create interesting videos and share them with the world. You can create original videos, dance to your favourite tunes, try funny and exciting AR filters, lip-sync to your favourite songs and dialogues. It has customized videos from Food, Fashion, DIY, to ASMR, and Memes. It also has Hyper-realistic AR filters to transform your videos and have fun using our awesome, jaw-dropping, quirky filters. A Massive Song Library helps you to find your favourite music at your fingertips.
TARGETING OPTIONS- geo, interest, and demographic targeting.
9. Roposo
Roposo is an Indian video-sharing social media service, owned by Glance- a subsidiary of InMobi. Roposo app provides a space where users can share posts related to different topics like food, comedy, music, poetry, fashion and travel. The platform let’s people express themselves visually with homemade videos and photos and also offers a TV-like browsing experience with user-generated content on its channels.
TARGETING OPTIONS- Gender, language and audience targeting.
10. Trell app
Popularly known as ‘Video Pinterest for Bharat’, Trell is the go-to platform for users to share their experiences, recommendations, and reviews across various categories including health and fitness, beauty and skincare, travel, movie reviews, cooking and home-décor.
TARGETING OPTIONS- Gender and age, geo, interest and language targeting.
Bonus:
Instagram (Reels)- Something to look forward to in the domain of video advertising is the Instagram fleets advertising. Although a relatively new feature, Fleets are Instagram’s short video content which have started using advertising (since June 2021) to make it easier for brands to connect with the right target audience and promote their products via influencers or influencer marketing.
TARGETING OPTIONS- Gender, age and audience targeting
