{"id":37486,"date":"2024-12-11T17:07:30","date_gmt":"2024-12-11T11:37:30","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=37486"},"modified":"2024-12-11T17:07:32","modified_gmt":"2024-12-11T11:37:32","slug":"regional-brands-disney-hotstar-boost-ctv-ads","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/regional-brands-disney-hotstar-boost-ctv-ads\/","title":{"rendered":"Regional Brands Embrace Disney+ Hotstar Amid Surge in Connected TV Advertising"},"content":{"rendered":"\n<p>The shift in regional content consumption has transformed digital advertising on platforms like <a href=\"https:\/\/www.themediaant.com\/digital\/hotstar-advertising\">Disney+ Hotstar<\/a>. Viewership in regional languages such as Tamil, Telugu, and Malayalam has skyrocketed, thanks to popular reality shows and blockbuster movies. To meet the rising demand, over two-thirds of new titles on Disney+ Hotstar are now dubbed in multiple languages, expanding the platform&#8217;s reach across diverse Indian audiences.<\/p>\n\n\n\n<p>Recent surveys also highlight shifting consumer behaviors, particularly among Gen Z and women, who plan to increase their spending by an impressive 47% this festive season. As the demand for personalized digital experiences grows, innovative ad solutions like hyper-targeted ads and pause ads have become indispensable for brands. <a href=\"https:\/\/www.themediaant.com\/digital\/connected-tv-advertising\">Connected TV<\/a> (CTV) advertising is becoming especially relevant as regional brands move toward digital avenues to amplify their visibility.<\/p>\n\n\n\n<p>To explore the growing influence of regional content on advertising, <strong>MediaNews4U<\/strong> spoke with <strong>Dhruv Dhawan, Head of Ads at Disney+ Hotstar<\/strong>, who shared insights into how the platform is adapting to this evolving landscape.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-69f76aeb3ae97\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-69f76aeb3ae97\"  type=\"checkbox\" id=\"item-69f76aeb3ae97\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/regional-brands-disney-hotstar-boost-ctv-ads\/#Rising_Regional_Viewership_and_Impact_on_Ad_Revenue\" title=\"Rising Regional Viewership and Impact on Ad Revenue\">Rising Regional Viewership and Impact on Ad Revenue<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/regional-brands-disney-hotstar-boost-ctv-ads\/#Evolving_Consumer_Sentiment_Highlights_from_the_Festive_Survey\" title=\"Evolving Consumer Sentiment: Highlights from the Festive Survey\">Evolving Consumer Sentiment: Highlights from the Festive Survey<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/regional-brands-disney-hotstar-boost-ctv-ads\/#Innovations_Tailored_for_South_Indian_Brands\" title=\"Innovations Tailored for South Indian Brands\">Innovations Tailored for South Indian Brands<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/regional-brands-disney-hotstar-boost-ctv-ads\/#Digital_Versus_Traditional_What_Sets_Disney_Hotstar_Apart\" title=\"Digital Versus Traditional: What Sets Disney+ Hotstar Apart?\">Digital Versus Traditional: What Sets Disney+ Hotstar Apart?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/regional-brands-disney-hotstar-boost-ctv-ads\/#Spotlighting_Pause_Ads_and_Other_Metrics_of_Success\" title=\"Spotlighting Pause Ads and Other Metrics of Success\">Spotlighting Pause Ads and Other Metrics of Success<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/regional-brands-disney-hotstar-boost-ctv-ads\/#Building_a_Digital_Advertising_Ecosystem_for_Regional_Brands\" title=\"Building a Digital Advertising Ecosystem for Regional Brands\">Building a Digital Advertising Ecosystem for Regional Brands<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/regional-brands-disney-hotstar-boost-ctv-ads\/#Flexible_Brand_Integration_Options\" title=\"Flexible Brand Integration Options\">Flexible Brand Integration Options<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/regional-brands-disney-hotstar-boost-ctv-ads\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Rising_Regional_Viewership_and_Impact_on_Ad_Revenue\"><\/span><strong>Rising Regional Viewership and Impact on Ad Revenue<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Dhawan revealed the impressive uptick in regional content consumption, particularly for Tamil, Telugu, and Malayalam programs. Shows like <a href=\"https:\/\/www.themediaant.com\/digital\/bigg-boss-tamil-on-hotstar-advertising\"><em>Bigg Boss Tamil<\/em> <\/a>and blockbuster films such as <em>Avesham<\/em> and <em>Salar<\/em> are setting viewership records. &#8220;In the last 12-18 months, two-thirds of our new titles have been dubbed in languages beyond Tamil, expanding our audience reach,&#8221; he noted. The trend reflects the growing popularity of South Indian content among Hindi-speaking audiences, with about half of the Hindi audience engaging in these regional offerings.<\/p>\n\n\n\n<p>While revenue specifics were not disclosed, Dhawan emphasized that the increasing viewership showcases a strong potential trajectory for regional content, which is creating an encouraging environment for advertisers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Evolving_Consumer_Sentiment_Highlights_from_the_Festive_Survey\"><\/span><strong>Evolving Consumer Sentiment: Highlights from the Festive Survey<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Dhawan shared valuable insights from Disney+ Hotstar&#8217;s recent festive survey. Notably, there\u2019s a surge in consumer spending intent, with an average increase of \u20b925,000 in projected expenses compared to previous years. &#8220;Women and Gen Z are at the forefront of this spending spike, with key interest in categories like clothing, electronics, and beauty,&#8221; Dhawan observed.<\/p>\n\n\n\n<p>The survey\u2019s findings reinforce Disney+ Hotstar\u2019s strategic focus on these demographics and align well with the audience\u2019s growing preference for digital shopping. The platform will use these insights to fine-tune advertising packages, ensuring resonance with these high-impact consumer segments.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Innovations_Tailored_for_South_Indian_Brands\"><\/span><strong>Innovations Tailored for South Indian Brands<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Recognizing the uniqueness of the South Indian market, Disney+ Hotstar has implemented features like hyper-targeted ads and in-show brand integrations. These allow brands to craft regional messaging, resulting in more effective and memorable campaigns. For example, the show <em>Cooku with Comali<\/em> integrated eight sponsors, while <em>Bigg Boss Malayalam<\/em> featured 13, providing advertisers with organic opportunities to connect with their audiences.<\/p>\n\n\n\n<p>&#8220;Pause ads are another standout product, offering brands visibility during natural breaks,&#8221; Dhawan said, noting that the feature has received positive feedback from FMCG and retail brands. Innovations like the Breakout Billboard format on mobile devices also cater to local markets, enhancing brand recall through dynamic visuals.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Digital_Versus_Traditional_What_Sets_Disney_Hotstar_Apart\"><\/span><strong>Digital Versus Traditional: What Sets Disney+ Hotstar Apart?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>To highlight the difference between digital and traditional media advertising, Dhawan shared insights into Disney+ Hotstar\u2019s approach. &#8220;With shows like <em>Bigg Boss Tamil<\/em>, we provide a 24-hour feed on Disney+ Hotstar, allowing viewers to stay up-to-date in real-time, which is a level of flexibility traditional TV can\u2019t match,&#8221; Dhawan explained.<\/p>\n\n\n\n<p>Brand partnerships extend beyond static ad placements, integrating directly into shows like <em>Upupuli Karam<\/em>, where a scene with Jayachandra Textiles effectively increased foot traffic to the store. Similarly, the beauty brand Dazzler was embedded into the storyline of <em>Hotstar Specials Heart Beat<\/em>, allowing organic product placement that resonates with viewers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Spotlighting_Pause_Ads_and_Other_Metrics_of_Success\"><\/span><strong>Spotlighting Pause Ads and Other Metrics of Success<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Innovative ad formats like Pause Ads, particularly popular with FMCG brands, have reshaped viewer engagement. This feature draws attention during natural breaks, and early feedback indicates that advertisers see promising levels of engagement. Disney+ Hotstar also measures ad effectiveness through metrics like reach, click-through rates, and view-through rates (VTR), while offering Brand Lift Studies to track ad impact.<\/p>\n\n\n\n<p>&#8220;Many regional advertisers, particularly in sectors like jewelry and personal care, value the edge these innovations offer, allowing them to stand out in competitive markets,&#8221; Dhawan noted.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Building_a_Digital_Advertising_Ecosystem_for_Regional_Brands\"><\/span><strong>Building a Digital Advertising Ecosystem for Regional Brands<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>To support regional brands and agencies, Disney+ Hotstar runs roadshows and training sessions. Currently, the team is conducting a roadshow in Madurai, offering advertisers a deep dive into digital advertising opportunities on the platform.<\/p>\n\n\n\n<p>Disney+ Hotstar\u2019s self-service platform also appeals to smaller brands, with affordable budgets starting at \u20b950,000 for entertainment. Dhawan expressed optimism about the positive response, with features like spot buys gaining traction, particularly in Tamil Nadu, where brands are increasingly leveraging CTV for enhanced engagement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Flexible_Brand_Integration_Options\"><\/span><strong>Flexible Brand Integration Options<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Dhawan described three primary options for brands looking to advertise on Disney+ Hotstar:<\/p>\n\n\n\n<ol>\n<li><strong>Sponsorship<\/strong>: Top-tier association that includes logo integration and ad placements.<\/li>\n\n\n\n<li><strong>In-show Integrations<\/strong>: Seamlessly embedding brand products into show narratives.<\/li>\n\n\n\n<li><strong>Co-branded Vignettes<\/strong>: Featuring characters interacting with brands during ad breaks.<\/li>\n<\/ol>\n\n\n\n<p>These options allow brands to reach audiences in a way that feels organic, adding value to both advertisers and viewers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Dhawan is confident that Disney+ Hotstar\u2019s innovative ad solutions are well-positioned to support regional brands in reaching their audiences effectively. &#8220;We\u2019re creating a comprehensive <a href=\"https:\/\/www.themediaant.com\/digital\">digital advertising<\/a> ecosystem, empowering advertisers with the tools they need to succeed,&#8221; he said. With increasing viewership, evolving ad formats, and targeted education for brands, Disney+ Hotstar continues to redefine the landscape of digital advertising in India.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The shift in regional content consumption has transformed digital advertising on platforms like Disney+ Hotstar. Viewership in regional languages such as Tamil, Telugu, and Malayalam has skyrocketed, thanks to popular&#8230;<\/p>\n","protected":false},"author":34427,"featured_media":37487,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3475],"tags":[882,1662],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2024\/12\/Feature-Image-2-2024-11-11T172210.115.jpg?fit=1024%2C760&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/37486"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34427"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=37486"}],"version-history":[{"count":1,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/37486\/revisions"}],"predecessor-version":[{"id":37488,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/37486\/revisions\/37488"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/37487"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=37486"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=37486"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=37486"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}