As the ICC T20 Men's World Cup approaches, Disney+ Hotstar is focusing on increasing viewership and attracting more advertisers. The platform aims to leverage India's matches to maximize viewer concurrency and engagement.
Dhruv Dhawan's Leadership Role
Dhruv Dhawan, the head of ads at Disney+ Hotstar, is steering the platform towards greater engagement following the successes of the previous World Cup. He is implementing strategies to not only enhance viewer experiences but also attract a larger number of advertisers with competitive pricing and innovative advertising packages.
Innovative Viewing and Advertising Options
Disney+ Hotstar reintroduces popular features like Max View for vertical streaming and free mobile viewing to draw larger audiences. New advertising features include self-serve options with flexible pricing, making it accessible for small to large advertisers. The platform also uses advanced targeting techniques to deliver more personalized ad experiences.
Advertising Potential and Market Reach
With the introduction of new self-serve options, Disney+ Hotstar plans to expand its advertiser base from a few hundred to several thousand, catering especially to small and medium-sized businesses. The platform's strategic use of connected TV (CTV) targets premium households, offering advertisers a chance to reach affluent viewers with high-quality ad spots.
Expectations for the T20 World Cup
Dhruv Dhawan anticipates that these strategies will not only boost Disney+ Hotstar's position in the market but also provide advertisers unprecedented access to engaged audiences during the World Cup. The focus on digital innovation and broad market reach aims to set new standards in live sports advertising.
