Consumer services

Marketing Struggle: Netflix’s “Dhamaka” and Amazon’s “The Wheel of Time” Prime Video OOH

Last week, Amazon Prime Video launched a 3D Digital Out Of Home (DOOH) campaign in London to promote its latest fantasy series, The Wheel Of Time. The campaign created a lot of buzz and was an instant hit across the world. The OTT platform has spared no effort to promote the series and become aggressive through the OOH media even in India. For example, billboards / hoarding can be found all over Mumbai with Netflix’s latest offering – Dhamaka. Netflix India is promoting its latest film Dhamaka too aggressively in all media sections.

Exchange4media has learned that Netflix has also used DOOH to promote the film. However, the two offers are different in many ways, but the clash of schedules cannot be ignored. For example, Dhamaka is a feature film directed by Ram Madhvani. This is an official remake of the 2013 film The Terror Live. The film was slated for a theatrical release, but earlier this year the producers decided to opt for a direct digital release through Netflix. On the other hand, Amazon Prime Video Original – The Wheel Of Time is a fantastic saga. The first season, consisting of eight episodes, premiered on Prime Video on November 19, 2021, with the release of the first three episodes. The other five are scheduled to air on a weekly basis until December 24, 2021.

According to industry estimates, Amazon Prime Video and Netflix spent almost Rs 6-7 crore per campaign in India. A former COO of a prominent OOH advertising agency said the industry had been very successful during Diwali. “We had a good festive period and even after Diwali, the momentum continued. The market is super active with full occupancy.

He further noted that during the lockdown the industry experienced a slightly better downturn than the 2020 lockdown period. “There were strict standards on the subways but in the smaller towns we were on. As the market opens up, many new categories have emerged and brands have started investing heavily in OHO again. Therefore, as new series / movies arrive, digital platforms have started to actively use OOH.

According to the Pitch Madison Advertising 2021 report, in 2020 the OOH index declined 63% to a low of Rs. 1,292 crore and its market share fell 3% from 5% in 2019 to 2% in 2020. The report states that OHO has returned to the value it reached 13 years ago in 2007. Over the past decade, Transit media has overtaken the growth of conventional outdoor signage accounts. given the modernization of airports, new airports and the arrival of subways, but 2020 saw a reversal of this trend when the market for conventional outdoor signage declined by 56% but transit media increased by 82 %.

In the pre-COVID era (2019), consumer services which included OTT spending contributed Rs 522 crore to the overall OOH index and the media (excluding OTT) contributed 227 crore of Rs. While in 2020 media categories including print, TV, radio, DTH and OTT spending contributed Rs 126 crore to the overall index. “The OTT industry has started advertising OOH, but it’s still 15-20% less than before COVID. However, the good news is that this year has been better for the industry compared to the previous year. The budget may have shrunk for many players, but OOH is back in the media mix, ”said a senior executive from a leading OOH agency.

According to the FICCI EY 2021 report, the industry is expected to reach Rs 31.8 crore (INR 31.8 billion) by 2023. The industry is expected to reach 2019 revenue by 2024 or after. In the OTT segment, Netflix and Amazon Prime Video lead the charts in terms of ad spend, followed by Disney + Hotstar. According to experts, SonyLiv is also spending a considerable amount on OOH.

Aman Nanda, Chief Strategy Officer, Times OOH noted that OTT players have done a host of things for brands operating around OOH platforms. Plus, there has been a lot of thought about subscription packages, but now it’s all about their upcoming web series and movies. launched by platforms. There is increased competition and it has become a new trend. On the budget side, Nanda said he expects the category to spend more. “I would like to believe that the category expenses will increase since there has been an increase in the subscriber base of these OTT platforms,” he added.

He also spoke about the holiday season and shared, “The holiday season has been good for the outdoor display industry and we are also seeing some positive trends in November. October was almost double September in terms of income and mainly the reason is that people started to move. Whether airports, roads and metro stations are crowded and therefore the advertisers were also there.

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