Brands
After PVR, Paytm now partners with Cinepolis
MUMBAI: With an ever increasing focus on the entertainment arena, Paytm has partnered with Cinépolis, This move will allow Paytm users to book their movie tickets with 236+ plus Cinepolis screens across Cinépolis, Cinépolis VIP and Fun Cinemas.
In March this year, another Indian movie exhibition major – PVR Theatres had entered into a strategic tie-up with Paytm through which it hopes to sell tickets worth Rs 300 crore on PayTM’s e-commerce platforms in the first year, besides selling tickets from ticket counters and other channels. The deal was part of PVR’s nationwide foray in the on-line movie ticket segment.
Paytm VP Renu Satti said, “At Paytm, we are committed to bring to our consumers what they love the most. When it comes to entertainment, it goes without saying that online movie ticketing wins the race. With Cinepolis’ strong presence across the country, we aim to offer multiple alternatives to our cinema lovers.”
Cinepolis business head for strategic initiatives Devang Sampat said, “We are passionate to create the best customer experience for our patrons. Paytm is one of the fastest growing mobile payment and commerce platforms in the country. This strategic partnership will help us increase our online outreach and enhance the overall customer experience.”
Apart from this, Cinépolis India has aggressive plans of rolling out 400 screens by 2017. Cinépolis in India has been awarded with “Most Admired Retail Launch” in 2010, “Most Admired Retailer – Innovation” in 2011, “Fastest Growing Multiplex Chain” in 2015 and “Most Admired Retailer – Entertainment” in 2015, “DLP Marketing Achievement Award” in 2015.
Brands
YouTube ads see 47 per cent view rate, 55 per cent CTR lift: VDO.AI
Report finds contextual targeting boosts performance and brand safety
NEW DELHI: Context is proving to be more than just king on YouTube. A new report by VDO.AI shows that ads aligned with relevant content environments are delivering view rates of up to 47 per cent and click-through rate gains of as much as 55 per cent.
According to the YouTube Advertising Trends Report, campaigns that match ad placements with contextual content outperform those relying purely on audience targeting. View rates rose from 31.9 per cent to as high as 47 per cent when ads were aligned with relevant content, while brand suitability scores improved significantly from around 70 per cent to over 95 per cent.
The study, based on campaign data across seven verticals, highlights that the content environment is often the defining factor between average and high-performing campaigns. Real estate brands advertising alongside home tours and interior content recorded the highest gains, with CTR uplifts ranging between 40 per cent and 55 per cent. Automotive campaigns aligned with car reviews and test drives saw increases of 35 per cent to 50 per cent, while consumer electronics brands placed next to tech reviews and unboxing videos delivered gains of 30 per cent to 45 per cent.
The trend extended across other sectors as well. FMCG, health and wellness, finance and edtech categories saw improvements ranging from 20 per cent to 45 per cent, depending on the degree of contextual alignment. At a more granular level, retail campaigns saw CTRs rise from 0.84 per cent to between 1.2 per cent and 1.8 per cent, while travel campaigns improved from 0.78 per cent to between 1.1 per cent and 1.6 per cent.
Commenting on the findings, VDO.AI co-founder Arjit Sachdeva said, “There is a growing body of evidence that audience targeting alone does not fully explain YouTube campaign performance. Campaigns aligned to relevant content environments consistently outperform unaligned ones on every measured metric.”
He added, “For the industry, the lesson is that context is not a refinement of audience targeting. It is a parallel input that deserves equal rigour at the planning stage.”
The report signals a shift in how digital advertising effectiveness is being evaluated. While marketers have traditionally focused on who they are targeting, the findings suggest that what users are watching at the moment an ad appears may be just as critical.
As video consumption continues to expand across devices and formats, contextual targeting is emerging as a key lever for both performance and brand safety, reshaping how campaigns are planned and optimised.
