Platforms Featured South Asia

IdeateLabs the agency behind latest Planet Marathi OTT launch

Mumbai, India – Local-based full-on independent marketing company IdeateLabs has successfully aided the launch of its latest projects: a new over-the-top (OTT) service Planet Marathi OTT, the first OTT service catered to the Marathi-speaking people in India.

IdeateLabs, India’s leading independent full-service marketing company, aided the launch of Planet Marathi OTT, the world’s first Marathi OTT, earlier last week, in an event inaugurated by Madhuri Dixit Nene, a well-known Indian actress.

Renowned artists from the Marathi entertainment industry like Amruta Khanvilkar, Sonalee Kulkarni, Siddharth Jadhav and others actively participated. 

The OTT launch was complete with logo to the #MadhuriAaliMaheri launch campaign, to the print and other mainline media campaigns, the digital and social campaigns, the press engagement, the audience interaction, the influencer and content strategy.

“Ideate has been a great partner from the early stages, and we are glad to have them on board to take our brand to Marathi audiences worldwide. Well-thought-out and carefully actioned, the attention to detail and nuances brought forth emotions from Madhuri as well as all the celebrities attending the launch. We believe the wide variety of content on the platform will be appealing to the Marathi as well as the non-Marathi audiences across India and the globe,” said Akshay Bardapurkar, head and founder at Planet Marathi OTT.

Planet Marathi OTT has a rich blend of Marathi content such as movies, talk shows, concerts, karaoke, and its planned original web series.

Meanwhile, Vrutika Dawda, director at IdeateLabs, commented that the agency had a delightful experience in conceptualizing Planet Marathi OTT, noting that the regional content industry is booming and expanding its foothold in the global markets, to which the Planet Marathi OTT launch is a true testimony.

“Great content is readily consumed and helps make a story universal. The channel will allow India’s diverse culture to be enjoyed globally. We are looking forward to introducing extensive content offerings from the Planet Marathi stables and building conversations for the channel,” Dawda stated.

Technology Featured Southeast Asia

Interactive video ad impression on a high note in SEA region, new survey shows

Singapore – Interactive video ads have shown higher preferences among ad viewers, especially to users in Southeast Asia, compared to standard video ads on mobile over-the-top (OTT) platforms, new survey from video advertising platform SpotX shows.

The study showed that interactive ads saw consistent uplift in post ad engagements by viewers. In the survey, the interactive version of a particular video ad saw a 29% uplift in their likelihood to visit the brand’s website, and 17% increase in their likelihood to click on the ad to learn more. 

These findings were supported by actual campaign performance. Across six mobile OTT campaigns in Southeast Asia, the interactive video ads delivered a 54% higher clickthrough rate (CTR) compared to the standard video ads. All campaigns exceeded industry CTR benchmarks.

Additionally, the likelihood to describe the ad as ‘engaging’ saw a 13% uplift among interactive video ads while an 8% uplift on viewers’ likelihood to say they liked the ad compared to standard video. 

On the other hand, data from another SpotX research shows that 86% of OTT viewers in Indonesia and 71% of OTT viewers in Philippines most frequently watch videos on their smartphone. Mobile OTT has earned a strong reputation delivering industry-leading KPIs like completed view rates, cost per completed view and viewability.

For Shrivardhan Sarda, senior director of demand facilitation for APAC at SpotX, the data shown reflects the concept among advertisers that creative ads do matter. 

“However, being more creative doesn’t have to be hard and what this research shows is that by making simple but impactful interactive additions to existing video ads can significantly increase effectiveness particularly on OTT which is monopolizing consumer attention”, Sarda stated.