Video streaming is a top priority for marketers; 47% of marketers in Asia Pacific are focusing on video streaming via OTT devices

Mumbai: Amazon miniTV organized a masterclass on brand integration during the 17th edition of Goafest. The session was moderated by Vijay Iyer, Director, Amazon Ads India and Amogh Dusad, Head of Content, Amazon miniTV.

The masterclass highlighted the growth in free video viewership in India and the effectiveness of brand integration with video streaming services such as miniTV in increasing the impact of advertising. It provides an overview of the various integration formats, amplification approaches and performance metrics that make miniTV the right fit for marketers looking to reach and engage Indian consumers through relevant video content.

The highlights of the session are:

– Indian viewers are hungry for video content, and the number of free ad-supported video streaming users in India will grow from 348 million in 2023 to 466 million in 2027.

– Video streaming is a top priority for marketers – 47% of marketers in Asia Pacific cite “watching and streaming video via OTT devices” as one of their top consumer behaviors.

– With miniTV, Amazon has taken a unique approach in India to build a free ad-supported video service based on three pillars – engaging content programming, integrated access and differentiated advertising solutions.

– Brand integration across free streaming content such as miniTV can be very effective, providing faster integration timelines, the ability to leverage popular characters and actors, and a “multiplier effect” where integration is amplified through co-branded content.

– Different types of brand integration are possible, including active integrations, where the brand is actively used or showcased, and passive integrations, such as product placement. Strengthening brand integration is possible through digital means, such as spotlights on the homepage, as well as offline activations around program premieres.

– miniTV offers brand-safe content that appeals to audiences aged 18-34. Surveys show that miniTV viewers have a strong interest in discretionary products and services such as premium smartphones, smart TVs, credit cards and electronics.

– miniTV uses Amazon’s own shopping and streaming signals to help advertisers reach highly relevant audiences by tailoring reach based on factors such as lifestyle, video content genre preferences, demographics and location.

– Rich brand integration in miniTV has brought good results to advertisers, as measured by Nielsen brand growth research. For example, a leading wireless audio brand saw 88% ad recall, 85% brand association and a 23% increase in purchase intent. The leading D2C CPG brand achieved 75% ad recall and 87% associations with its key message.

– Compared to industry benchmarks, miniTV in-stream video ads delivered 77% higher lift in key brand metrics compared to India’s leading video streaming service and 90% higher lift compared to Kantar Context Lab India benchmarks.