Star & Disney India have announced the launch of Sirius, described as an “end-to-end suite of advanced advertising solutions for marketers, media planners, and creative agencies”. Built on standard industry measurement paradigms while ushering in “proprietary technology capabilities through multiple associations”, Sirius covers a range of advertising solutions. With Sirius solutions, advertisers can access a number of content portfolios of Star India Network & Disney+ Hotstar, which are optimised to yield the most out of their advertisement investment.
Star & Disney India are collaborating with Mediaocean, Kantar, TVision Insights, and Ipsos to add new impact evaluation measures for advertising spend on television and OTT. Backed by independent, third-party ratified insights, Sirius solutions will help brands gauge metrics such as attention and attention span to advertising, and measure advertising impact on mind metrics and buying behaviour.
“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,” said Nitin Bawankule, Head, Ad Sales, Star & Disney India.
The advertising solutions cover four aspects of media planning.
Cross-screen Measurement and Planning
Star & Disney India have together developed a cross-screen measurement tool with Mediaocean to help identify “unduplicated reach across linear and digital mediums”. A cross-screen platform synthesises several high-quality data sources, which are “recent and relevant” to ensure the most efficient cost effective campaign plans for marketers. Brands can now plan and create integrated media plans with optimised reach-frequency goals across the Star India network and Disney+ Hotstar. This, Star and Disney say, will provide “seamless targeting and efficiency” by reaching audiences on Disney+ Hotstar in a way that aids and abets the delivery of the television plan.
Sharper Targeting on TV
According to Star and Disney, brands can now go beyond “traditional demographics” to target “advanced audience cohorts” on television. Star & Disney India’s analytics with the ZAPR panel will help identify and pinpoint target groups with niche interests, such as fashion, travel, technology, and parenting etc on Disney+ Hotstar’s. With the help of Sirius solutions, brands can also sharply target audiences on television and build unique and differentiated media plans based on the life stage, interests, and behaviour of the audience.
Next-Gen Campaign Evaluation
Sirius solutions claim to take impact measurement to “granular depths”. Star & Disney India’s association with Kantar ushers in India’s first single-source panel for measuring Star India network of channels and Disney+ Hotstar and campaign impact on Consumer Packaged Goods (CPG) brand sales. This single-source panel will demonstrate and prove the rise in metrics such as brand penetration, consumption, and frequency of buying across different ad exposure cohorts in contrast to those unexposed to the campaign at scale.
“Attention insights” is another dimension that is expected to help advertisers determine ‘quality of viewing’ and going beyond traditional metrics of time spent. Star & Disney India is joining forces with TVision Insights to make India the third country ever to track viewer-attention on television, enabling a deeper understanding of creative efficacy. This tool measurement solution opens up a number of possibilities to marketers, including “competitive benchmarking of campaigns attention performance”, and insights on media placement choices. The partnership with Ipsos will let brands to get insights on ad exposure amongst those who watched the ads to gauge parameters, such as brand awareness, top-of-mind recall, and purchase intent. These readings are expected to make the data “deterministic and less probabilistic”.
“Attention insights” is another
dimension that is expected to help advertisers determine ‘quality of viewing’ and going beyond traditional metrics of time spent. Star & Disney India is joining forces with TVision Insights to make India the third country ever to track viewer-attention on television, enabling a deeper understanding of
creative efficacy.
Creative Ad Solutions
While media planning solutions will help advertisers to create an optimal plan, the creative solutions offered by Sirius will help in elevating the performance of the creative assets further. The creative ad solutions make use of Artificial Intelligence and Machine Learning capabilities for “contextual ad placements and native integration weaved within premium TV content”. This is expected to vastly improve the advertising proposition by breaking through the clutter and creating a more “immersive experience for audiences”.
