The partnership also extends to Whisper World, integrating brand messages directly into TV show scenes through contextually relevant placements.
Omnicom Media India has partnered with JioStar and Whisper World to introduce a way of advertising. This new way is called cross-screen in-content advertising. It is used on linear television OTT and connected TV platforms. The first company to use this solution is Beiersdorfs NIVEA India.
People are watching things on different screens now. They watch on television, computers and phones. This new programme is designed to help with this change. It puts advertising directly into the content people are watching. This means that of having ads during commercial breaks the ads are part of the show.
Omnicom Media India did a study to see how people feel about advertising. The study is called Connected Content. It helped them understand how to make advertising better.
Kartik Sharma is the CEO of Omnicom Media India. He said, “People are being more careful about what they watch and where they watch it. This is especially true for streaming. Our partnership with JioStar and Whisper World helps brands connect with people across platforms. It does this through content-led experiences of just traditional ad breaks.”
The campaign uses data to find the content for the right people. It looks at what people’re watching on JioStar and then puts ads in those shows. These ads are placed in a way that makes sense with the content.
The ads are not on television. They are also on JioHotstars streaming platform. This means that NIVEA India can reach people on different devices.
LS Krishnan is the CEO of Whisper World India. He said, “It is hard to get peoples attention. We need to reach people and also get their attention. Our way of placing brands in front of people has helped them achieve their business goals.”
Mahesh Shetty is the Head of Entertainment Sales at JioStar. He said, “We want to make advertising experiences that’re like how people consume content now. This initiative shows how we can use data and storytelling to help brands connect with people across screens.”
The programme also measures how well the ads are doing. It looks at things like how many people’re watching and how often they see the ads.
Shweta Dalal is the Marketing Director of NIVEA India. She said, “We want to make moments that feel natural and meaningful. By putting our products in the shows people love we can avoid ads. This way of advertising grabs peoples attention when they are most engaged. It helps them remember NIVEA and feel a connection, to the brand.”
The partnership plans to expand this initiative to companies and more content. They want to focus on people who watch subscription streaming and connected TV.
