MAM
Internet ads increase purchase likelihood by 80%: Lightningcast study
NEW YORK: Lightningcast which claims to be the industry leader in advertising technology and services for interactive broadcasters has announced the results of a study demonstrating the quantifiable effectiveness of online video advertising for building brands.
The study indicates a significantly higher advertiser awareness, greater likelihood to buy the product and higher brand favourability among consumers, specifically due to the online ads.
Lightningcast partnered with independent research company Dynamic Logic to quantify the impact of an Internet ad campaign for the Hyundai Tiburon automobile that ran on the Lightningcast network of interactive broadcasting sites. The study showed that online video advertising succeeded in significantly increasing awareness:
— Web users exposed to the online ad were 80 per cent more likely to be aware of the Tiburon than a control group that did not view the ad.
— Web users exposed to the online ad expressed a 46 per cent higher likelihood to purchase the Tiburon compared with the control group
— 14 per cent of web users who were aware of the ad and expressed an interest in purchasing the Tiburon said they had a more favorable impression of Hyundai than did the control group.
Internet Marketing Manager for Hyundai Motor America James Fabin said: “Reaching the broadband consumer is of growing importance to Hyundai’s online advertising strategy. The online ads were a natural extension for Hyundai to use our existing advertisements. When viewed by users over a broadband connection, the ads were less intrusive and seen as more of an integrated part of the viewers’ expected experience. The impact and response by consumers outperformed other online ad campaigns we’ve tried.”
The Hyundai research involved a randomly sampled group of 628 Internet users, 228 of whom were shown a 30-second ad created and delivered online using video streams. Another 400 people formed the control group.
VP research services at Dynamic Logic Molly Hislop said :”Advertisers and their agencies should look to this study for valuable learning on how to effectively harness the power of broadcast style advertising to build brand awareness, communicate messaging and persuade consumers. These results provide keen insight to advertisers looking to place traditional creative online to complement offline media campaigns.”
Chairman & CTO of Lightningcast Tom Des Jardins said: “Extending the powerful impact of video advertising online, in a one-to-one viewer experience, has an extraordinary effect on influencing viewers, and enables advertisers to target them by zip code, age and gender. The Hyundai study proves the unique value to advertisers of the interactive benefits of online streamed advertising, using the Lightningcast MediaThunder ad server.”
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
