As the biggest live televised event in India with regard to both ad spend and viewership, IPL is a favourite with advertisers and brands, and it is estimated that over INR 2,000 crore will be spent by advertisers during the 12th edition of the tournament that will be held this year.
By now, almost every big traditional advertiser has finalised their “IPL strategy” which means that they have done either one or multiple of the following -
Blocked ad slots within key matches
Come on board as a principal sponsor at overall league level
Partnered with a team to be a team sponsor
Blocked multiple digital inventories on match score websites, cricket apps, content platforms, etc
Blocked digital inventory on the OTT player with IPL rights
Lined up a battalion of cricket social influencers to engage with their audience via social network
So if you are looking to but yet have to invest valuable marketing dollars in the IPL, let’s talk about the smart things that you can still do to make this a wonderful opportunity for you.
1. Pick TV ad spots wisely
This IPL season, each 10-second ad spot costs upto 13 lakhs. Strategise accordingly to make the most of your ad spend and reach out to your target audience. Keep in mind factors like match days and types with the highest viewership, their reach across geographies and high impact slots within matches.
2. Cross-leverage IPL viewership stats to your advantage
There are a number of remarketing tools that are available in the market that allow you to check other television channels webpages and social media platforms that IPL viewers frequent. Advertise through these as well to increase the frequency of exposure among IPL users.
3. Digital First !
Social : Using social media, mobile apps and streaming services to promote your brand helps to significantly reduce advertising costs.
Digital Streaming : Engage audiences further by running TV ads on mobile and garner more digital impressions. Advertisers can access high quality, highly targeted ad slots on streaming services like Hotstar, whose audience size has almost doubled the past two years, courtesy the reduction of data cost by upto 90%. There are news that , these platforms also plan to provide ad-tech platforms that allows one to choose ad slots that are match-specific and target a region-specific audience. This enables a slice and dice ability to new age advertisers who are looking for a result-driven campaign rather than just a generic visibility.
Digital content platforms : There are multiple score trackers and content platforms (like cricbuzz.com, sportskeeda.com, cricinfo.com etc) who create very high quality content during IPL and create a significant traffic of audience who engages with a very high engagement level. The average session lenght is high and as the content is byte sized, its shared extensively. You may want to use them to enhance the existing user stickiness and also add a layer of visibility in your campaign.
4. No broadcast : How about team sponsorships ?
A very effective means of engaging with your target audience during IPL is to not use expensive IPL slots during telecast and instead move your budget to team sponsorships. This is super effective because:
You get rights to player imagery that can create a rub-off for your brand to achieve a persona that can resonate more with the target audience
For senior sponsorship levels, you also get access to players to shoot an endorsement without paying anything above the sponsorship amount.This can greatly add to the brand’s image and value.
A highly engaged audience looking at a match with your brand logo / imagery embedded in that content. There have been multiple studies that clearly identify that an in-premise brand within sports creates a significantly high impact on viewers compared to a plain ad-slot in between the game. This visibility comes packed with high adrenaline that makes the audience highly susceptible to brand recognition making it a high-quality TOM.
5. My logo during the IPL match. Whats the value ? Establishing a measure for visibility evaluation within IPL, especially non ad-slot association
These days, Machine Learning has enabled crunching of multi million data points like logo visibility, pixelation, engagement created, etc. Use these for evaluation of your IPL visibility strategy by coming on board as sponsors. These are patented tools which earlier was done manually by impression counting teams and has take a long stride marching towards using high technology backends which layer over every second of telecast and create meaningful value of any engagement chosen during IPL which is captured by TV like jersey branding, in-stadia branding, audience collaterals distributed, etc. Onspon is working with leading technology organizations to create a high quality dashboard for assessing and establishing this.
IPL has now reached a stage where it is on the radar of every marketeer. In a country obsessed with cricket, this is the Mecca for advertisers.But with scale also comes cost. Prohibitive costs have always been the biggest reasons why marketeers are not able to participate in IPL. We hope that using the above strategies will help you plan an IPL-driven media investment; and maximise your ROI on the same.
For more information on interesting opportunities listed above, you can connect with Onspon.com at [email protected] or the platforms referred directly.
Kritika Ware is a content writer and holds a Masters degree in Ancient Indian History, Culture and Archaeology. With an avid interest in all things related to art and culture, she earlier worked as an art conservation professional with a premier museum in the city of Mumbai. Currently working as a Content Manager with Onspon, she is involved with understanding the nuances of the event and sponsorship world and putting it into words. Her other interests include reading fiction novels and graphic novels and sketching.
The platform your event should be on, its Onspon.com !
Onspon provides industry best , easy-to-use and showcase event platform which helps you find and partner with stakeholders to discover and exchange synergies to create fabulous events.
Create your event , showcase your company background, create powerful event decks, integrate your community and event app - all in one super charged dashboard. We aim to integrate all your ticketing, registration, event hiring solutions, celebrity sourcing, venue search, social media analytics - all in one simple to use dashboard.
We help organizations plan and market events, find sponsors, execute on ground, engage with attendees and measure results - all through just one simple listing.
So next time when someone asks you to “send your event profile”, just share your event’s Onspon URL - its your event’s beautiful showcase.
The power packed URL :
Showcases your event to the world
Increases visibility of your event with our power packed SEO