- Star & Disney India have launched a
new advertising platformcalled Sirius.
- Sirius solutions will help brands unlock acumen into advertisement exposure to gauge metrics such as attention to advertising, and measure advertising impact on mind metrics and purchase behavior.
Star & Disney India have joined forces with Mediaocean, Kantar, TVision Insights, and Ipsos to add never-before impact evaluation to advertising spend on television and OTT. Powered with independent third-party ratified insights, Sirius solutions will help brands unlock acumen into advertisement exposure to gauge metrics such as attention to advertising, and measure advertising impact on mind metrics and purchase behavior.
“The focus of our measurement solutions is to demonstrate the effectiveness of campaigns across Star India network and Disney+Hotstar in shaping brand & business outcomes along with offering differentiated insights on creatives to enhance the overall impact. We are enthused by the early response from media agencies and top advertisers who have shown keen interest in Sirus. Our aim is to act as a bridge for brands to strengthen their relationship with consumers,” said Nitin Bawankule, Head - Ad Sales, Star & Disney India.
The advertising solutions specifically encompass four critical aspects of media planning, thereby bringing the television proposition holistically to the digital age.
1) Cross-screen measurement and planning
Star & Disney India have jointly developed a new cross-screen measurement tool with Mediaocean for identifying unduplicated reach across linear and digital mediums. A cross-screen platform amalgamates multiple high-quality data sources which are recent and relevant to ensure the most efficient cost effective campaign plan for marketers. Brands can create integrated media plans with optimized reach-frequency goals across the Star India network and Disney+ Hotstar. This will provide seamless targeting and efficiency by reaching audiences on Disney+ Hotstar in a manner that complements the delivery of the television plan.
2) Sharper targeting on TV
Brands can go beyond traditional demographics to target advanced audience cohorts on television. Star & Disney India’s analytics with the ZAPR panel will help identify target groups with specific interests like Fashion, Travel, Parenting, etc. on Disney+ Hotstar’s which will enable sharper targeting on bespoke cohorts. With the help of Sirius solutions, brands can fine-target audiences on television and build a differentiated media plan based on the audiences’ life-stage, interests and behavior; doing away with peripheral wastage associated with demographic targeting.
3) Next-gen campaign evaluation
With best-in-class collaborations, Sirius solutions take impact measurement to granular depths. Star & Disney India’s association with Kantar, debuts India’s first single-source panel for measuring Star India network of channels and Disney+ Hotstar and campaign impact on CPG brand sales. This single-source panel will demonstrate the lift in metrics like brand penetration, consumption, and frequency of purchase across different ad exposure cohorts relative to those unexposed to the campaign at scale.
Attention insights is another significant aspect to help advertisers determine ‘Quality of viewing’ and going beyond the traditional metric of time spent. Star & Disney India has collaborated with TVision Insights to make India the third country ever to track viewer-attention on television, enabling a deeper understanding of creative efficacy. This tool measurement solution presents multiple possibilities to marketers including competitive benchmarking of campaigns attention performance, insights on media placement choices, and more.
The partnership with Ipsos allows brands to unlock insights on ad exposure amongst those who watched the advertisements to gauge metrics such as brand awareness, top-of-mind recall, and purchase intent; making it deterministic and not probabilistic.
4) Creative ad solutions
While the media planning solutions will help create an optimal plan, the creative solutions offered by Sirius will elevate the performance of the creative assets further. The creative ad solutions offered, leverage AI/ML capabilities for contextual ad placements and native integration weaved within premium TV content. This enhances the advertising proposition by breaking through the clutter, providing a more immersive experience for audiences, and enhancing message noticeability without interruption.