Star and Disney India yesterday unveiled a unique suite of advanced advertising solutions Sirius for marketers, media planners, and creative agencies. Sirius built on a standard measurement paradigms brings in proprietary technology capabilities through multiple associations covering a gamut of advertising solutions. Sirius solutions reimagine how brands plan, communicate, and measure with Indian audiences providing a fresh perspective with advertisers now able to access majority of the content of Star India network and Disney+ Hotstar, optimized to get the most of their advertisement investment.
Star and 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. The solution powered with independent third-party ratified insights helps brands unlock acumen into advertisement exposure to gauge metrics such as attention to advertising and measuring 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,”
Nitin Bawankule, Head – Ad Sales, Star & Disney India
The advertising solution comes with a new cross-screen measurement tool for identifying unduplicated reach across linear and digital platforms amalgamating multiple high-quality data sources ensuring the most 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. The same will provide seamless targeting and efficiency by reaching audiences on Disney+ Hotstar in a manner complementing the delivery of the television plan.
It will further help identify target groups with specific interests like Fashion, Travel, etc on Disney+ Hotstar enabling sharper targeting allows brands to fine-target audiences on television and build differentiated media plan based on the audiences life-stage, interests, and behavior doing away with peripheral wastage associated with demographic targeting.
The solution will allow brands to measure Star India network of channels and Disney+ Hotstar and campaign impact on CPG brand sales demonstrating 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.
The solution will track viewer-attention on television enabling a deeper understanding of creative efficacy presenting multiple possibilities to marketers including competitive benchmarking of campaigns attention performance, insights on media placement choices, and more. The solution will allow brands to unlock the insights on ad-exposure amongst those who watched the advertisements to gauge metrics such as brand awareness, top-of-mind recall, and purchase intent. The media planning solutions will allow brands to create an optimal plan elevating the performance of the creative assets. The creative ad solutions leverage AI/ML capabilities for contextual ad placements and native integration weaved within premium TV content.
