Google catches big ticket ads on its YouTube IPL pitch

Written by Pritha Mitra Dasgupta | Mumbai | Updated: Mar 10 2010, 06:22am hrs
Google, which has acquired the Indian Premier League (IPL) broadcast right for its user generated content website YouTube, has secured eight advertisers for the current season of the tournament. The list includes IPL team Royal Challengers Bangalore, HSBC, Coca-Cola, Samsung, Airtel, HP and others. The company has also secured advertisers in some of the international markets including UK, certain South East Asian markets and Australia as the advertisements in YouTube could be tailor-made for different markets. However, the tournament will not be available in the US because of certain legal restrictions. Globally, YouTube has an average of 400 million unique viewers. The site gets 1 billion viewers every day. In India, the average viewership of Google is around 10 million. YouTube will be streaming all the 60 IPL matches live with a push back time of 5 minutes. The commercial breaks and the strategy breaks will be similar to that of the broadcast feed. But the ads on YouTube could be different. Also, there could be country specific advertising.

A media planner, who didnt want to be named, said, Google usually charges Re 1 per impression on its websites. And for IPL most of the advertisers have bought anywhere between 5 to 10 million impressions on YouTube.

Narasimha Jayakumar, business head, Google India, said, The various deals that we have signed with advertisers are path breaking and they are spending a fair share of their advertising budget on YouTube. Besides, advertising opportunities during the live streaming of the matches, the other branded formats include on-demand videos of the matches, masthead on the webpage, pop ups, clips of the tournament, best catches etc. Some of the advertisers have made commitment for next year as well and thats extremely encouraging, added Jayakumar.

Anand Singh, director marketing, Coca-Cola, which is one of the advertisers on YouTube, said, We do not strongly leverage the Internet as much as we do in other international markets. Since this is the first time YouTube is doing something like this, it provides a great opportunity to leverage our brands. It also completes our 360 degree approach towards the tournament. It helps us target the young consumers which is a very important consumer base for all our brands.

The company will be running thematic campaigns on all its brands including Coke, Sprite and Thums Up. The beauty of the medium is that all the ads can be redirected to the fan club webpage of various brands, said Jayakumar. Coca-Cola has also bought a significant amount of airtime on the tournament broadcaster MAX and is running various on-ground activities in Delhi as a part of its association with IPL team Delhi Daredevils.

On the other hand, Google has also chalked out an elaborate 360 degree advertising and marketing plan for promoting IPL on YouTube. This will primarily include print and outdoor including bus and train wraps. MAX is also running a ticker on its channel and the idea is to catch the audience while they are watching it on YouTube, said Jayakumar.