Zoom has claimed to have garnered over 11 million viewers by making content available to audiences where they were present, instead of trying to attract audiences to a portal. This was stated by Zoom’s Digital Head Sameer Pitalwalla while making a presentation on Zoom Audience Network before a select media in Mumbai on October 7.
Also present on the occasion were MK Anand, Business Head, Zoom; Sunil Nair, CEO, Nautaki; and Neeraj Roy, MD & CEO, Hungama.
Pitalwalla further said, “This strategy has given us significant advantage in marketing, as partners themselves act as marketing enablers. 3-8 minutes of short-form Bollywood content is made available for sharing and the same go viral from time to time. It was best suited for a content brand like Zoom.”
According to the case study done by Nautanki.tv, in the last 48 hours, 162 Nautanki.tv widgets went live and nearly half of them had Zoom TV’s content live. It was claimed that Zoom TV garnered 1.2 million views daily just from the nautanki.tv platform, the largest online entertainment brand in India.
Pitalwalla found it to be a great platform for advertisers as they could choose from a variety of platforms, including top Bollywood websites, Sifymax, Burrp, and Nautanki, among others. “Precise and detailed analytics ensure wider range of unique visits and leverage user-generated content,” he added.
Speaking on the Internet space, MK Anand said, “It’s a challenge because it is very difficult to ask clients to pay as much as he pays for the television medium for an advertisement. Even if a media planner is convinced with the figures that we are showing them, it is difficult for them to convince a client. We have different rate cards for this model and we are working very hard to educate media planners and clients on the importance of this space.”
Neeraj Roy pointed out, “There is lot of consumption happening in this space. The manner in which as a channel they are adopting new media, adopting new forms of distribution, and as the conversion component really comes into play, today from consumer point of view, in a lot of market that is happening. The consumer is not necessarily differentiating between this and this, he is just consuming the content.”
Speaking on Nautanki, Sunil Nair said, “Nautanki is basically about distribution of video content using the Internet as a medium, instead of the rather rigid television and cinema route. Nautanki.tv is widely recognised as one of the pioneers of online video media, an easy-to-use free service that usually provides hours of enjoyable entertainment. We have received a huge response through this platform.”