In the era of digital advertisements, in-app advertising is doing wonders for brands, whether they aim to reach the target audience, brand awareness, bring traffic, or get app installs.
When BCCI split IPL broadcasting rights into digital and TV packages for the first time from the 2023-27 cycle, an intense TV versus digital contest was about to begin until Jio Cinema bagged the streaming rights for $2.7 billion and decided to stream IPL for free. This pumped-up viewers in enormous numbers to opt for mobile streaming of the IPL— recording 2.5 crore downloads on the very first day.
Jio Cinema, by Viacom18, is a Premium VOD online streaming app and website hosting an endless range of movies and TV shows. The app also provides live streaming of sports such as Badminton, Cricket, Football, etc., and has content partners like ALT Balaji, Eros Now, and Disney.
Emerging as India’s best online streaming app for TV shows/Movies or Sports, Jio Cinema has already roped in 500 advertisers for IPL 2023.
With IPL streaming rights in hand, it has been anticipated that 60% of the advertising revenue would come directly from digital sources, implying that Jio Cinema’s ad sales could touch $330-350 million.
Jio Cinema’s frequent content updates on the portals keep user engagement high and attract a high-quality audience with good engagement and repeat visits. Advertising on the Jio Cinema is a good option, especially during the IPL season when the engagement has skyrocketed— the entire first week of IPL had 550 crore views.
Rishabh Rathi
How to Advertise on Jio Cinema?
Advertisement Rates
How to Advertise on Jio Cinema?
The season of the lucrative T20 League— the Indian Premier League— is undeniably the best time and option to target the Indian audience in their homes and to give your brand a strong positioning, equal to advertising on National Television Channels.
With Jio Cinema bagging the IPL streaming rights, it has become a dynamic medium of branding, and various brands can use it to reach their TG (Target Group). Owned and operated by Viacom 18, Jio Cinema has become a prominent source of digital advertising for businesses in the past few years. It has been recorded that 57% of its audience belongs to the age range of 25-34, making it a millennial hub for marketing. During IPL 2023, Jio Cinema’s ad sales have been anticipated to touch $330-350 million. And with content partners like ALT Balaji, Eros Now, and Disney, it has become a prominent source of digital advertising for your businesses.
So, how to advertise on Jio Cinema?
Principally, there are three types of ads available to advertise on the Jio Cinema app— Display Ads, Video Ads, and Connected TV(CTV) Ads.
Display Ads
These are graphical ads placed within the app, typically at the top or bottom of the screen, and can be static or animated. They drive installs on your app, visit your product, or contact you. These Display ads have two approaches— Ads with Images and Ads Without Images— that can promote a brand, product, or service. These ads work based on CPM (Cost Per Mile) and run on two price models— Impressions and Clicks.
Video Ads
These are the best for brand awareness— when you send a short message video about your product/service. Video Ads can also be divided into two— Bumper Ads and Mid Rolls Ads.
Bumper Ads are video ads of 6 seconds or less that are placed before the main program or event starts. And Mid Rolls Ads are the ones that appear between the main program or event. They range between 10 and 30 seconds. These mid-roll ads are helpful for your brand to increase awareness and boost its recall value by advertising an engaging video story of your product/services. These models work on two price models— CPM (Cost Per Mile) and CPCV (Cost Per Completed View).
CTV or Connected TV Ads
These enable businesses to target the correct audience using Smart TVs linked to other OTT devices, such as the Amazon Fire TV Stick, Chromecast with Google TV, and Apple TV. These ads are on a spot-by-spot basis and are shone on a full screen for 10 seconds.
Advertisement Rates
The advertising rates on Jio Cinema, especially IPL advertisements, vary depending on several factors, such as— advertising format, placement, duration, target audience, and the overall demand for advertising during the IPL. Thus, you may expect the rates to be higher than those on other platforms, even during non-peak times, due to the high viewership and engagement that the IPL is generating. You may also have to pay more for premium ad placements and longer ad durations. Here are the advertisement rates for Jio Cinema:
Video Ad Rates
The bumper ad video costs INR 225 for a 10-sec video for 1000 ad impressions, and the Mid-roll ad video costs INR 200 for live (10-sec) and INR 150 for highlights (10-sec).
Display Ad Rates
The rate of display ads varies due to various factors, like the target market, location, duration, and advertising type.
Connected TV Ad Rates
Here, the rates depend on your brand’s media options. Plus, other factors cause ad rates to vary— the duration of ads that depends on various factors, including the span and advertising type.
Jio Cinema targets its audiences in four broad ways— demographic, location, interest-based, and device targeting. Demographic targeting targets audiences based on age, gender, and other demographic factors. The location targeting will enable your brand to target audiences based on geographical locations, such as city, state, or pin code. The advertisements are also targeted based on interest and the basis of the type of device used by the viewer.
Conclusion
Advertising on Jio Cinema combines the power of TV-like engagement with digital-like segmentation— a powerful way to drive an audience. The segmentation depends on parameters like identity-based targeting, interest profile targeting, etc., that funnel your ads to reach the target audience. With Jio Cinema streaming IPL free for all, advertising in IPL 2023 is undeniably one of the most remarkable opportunities for advertisers. Notably, when IPL was streamed on Hotstar in 2022, millions of viewers streamed the match live, and now with Jio Cinema’s free streaming, it is believed that it will be overflowing with views. Also, Jio Cinema App has provided an easy option to advertise in the IPL 2023 matches. With the streaming app operating in 11 different languages, including the national language Hindi, Jio Cinema is a sturdy and trusted place for the dynamic medium of branding used by various brands to reach their TG (Target Group).
FAQs
How many types of ads are available to advertise on the Jio Cinema app?
There are three types of ads available to advertise on the Jio Cinema app— Display Ads, Video Ads, and Connected TV(CTV) Ads.
What is the Video Ads rate on the Jio Cinema app?
The bumper ad video costs INR 225 for a 10-sec video for 1000 ad impressions, and the Mid-roll ad video costs INR 200 for live (10-sec) and INR 150 for highlights (10-sec).
How does Jio Cinema target its audience?
Jio Cinema targets its audiences in four broad ways— demographic, location, interest-based, and device targeting.
