The Pitch Madison Advertising Report 2023, the most authoritative tracker of ad spends, was released on Wednesday, February 15 in the presence of industry dignitaries. The event also saw insightful panel discussions and keynotes on pressing topics from the industry.
Chief Executive Officer, Sports, Viacom18 Media, Anil Jayaraj also shared his views on the right medium of IPL in a discussion titled 'IPL: How should brands decide TV or digital?'
He shared that the network wants to take IPL to everyone who has access to an internet connection without any restrictions. Jayaraj said, “We want to ensure this time that there are absolutely no barriers, including those of affordability. We will ensure that anybody who has access to an internet device will be able to watch IPL and will be able to enjoy it as long as they want. Therefore, there is no five-minute restriction and every consumer as long as they want can enjoy it.”
He noted that the growth of internet users and connected TV users has gone up dramatically, which contributes to the challenges of legacy mediums.
Jayaraj also shared the features that Jio Cinema will be offering to its users on IPL. “First, it will be available in 12 languages including languages that haven't been done on sports before like Bhojpuri or Odia and this is going to be complemented with four other interest feeds- cricket fanatics feed, fantasy feed, lifestyle feed, and Insider feed,” he said.
“Basically anybody who wants to watch IPL will actually have an option of watching it in their desired language, in the desired cohort that they want to.” He further shared that they will be providing 4K feeds absolutely free along with multicam. Jio Cinema will also offer an immersive experience to its viewer with play-along, social chatter, fan reactions and 360VR experience as well, according to Jayaraj.
“Efficiency is something that is important and it's really important to figure out whom you're targeting. Specifically, on IPL on Jio Cinema we'll have 20 cohorts whom you can uniquely choose now the advantage of this is there is zero wastage.” He also said that Digital CMPs are lower than linear TV CPMs.
He concluded on a note of optimism, stating that Viacom will certainly reach 500 million plus people.
“We're saying, if you choose 300 million people to reach, 300 million people will see your ad, and you'll pay us only if that happens,” he signed off.