Bookmyshow, India’s go-to online entertainment ticketing platform, is becoming the preferred destination for advertisers across categories. Sixty non-movie brands and 200 movie brands have advertised on the website so far. Mobile handset players, auto brands, BFSI companies and ecommerce brands have all advertised on BookMyShow. We find out from Avisha Goswamy, VP - Sales and Alliances, BookMyShow, how a niche segment website like Bookmyshow became a universal platform. Edited excerpts of the interview:
You seem to have a wide range of brands flocking to BookMyShow for ad space. What according to you is the driving force for this trend?
Advertisers mostly look for two things while deciding on the partners: the target audience and the reach of the platforms they intend to utilise and their end-to-end execution capabilities.
The USP of BookMyShow ad campaigns is the performance, reach and target audience that we cater to. Our audience consists primarily of young people, which constitute a majority of the Indian population. When they come on BookMyShow, they are not only digitally-savvy, but more importantly, they have the intent to purchase. This mix is ideal for most brands.
Additionally, at BookMyShow we offer end-to-end advertising solutions to brands. We don’t just offer them a variety of native ad inventory spots across our platforms; we work with them to create properties through innovations to create maximum impact. All these innovations are conceptualised, designed and executed in-house by BookMyShow. We have done some interesting work for movie brands like Jagga Jaasoos and Finding Dory to non-movie brands like Cadbury.
BMS recently worked with Cadbury for Cadbury Dairy Milk Silk Oreo launch and created maximum impact through native ads on the movies listing section of BookMyShow. We positioned Silk Oreo as one of the biggest launches of the weekend on BMS along with much talked about films Raees and Kaabil. In addition, we created fun interactions through contests on social media to bring out the ‘Silk with a crunch’ concept.
How did you recognise the potential of non-movie non-entertainment brands as potential advertisers? What was the insight?
Eighty per cent of the brands in the market want to reach out to the youth and audience that is interested in consuming entertainment and lifestyle led content. BookMyShow reaches out to this exact and yet unique universe of entertainment content seekers. Additionally, mobile constitutes for over 75% of transactions indicating that our user base is heavily into mobile which makes us ideal for brands that believe in a ‘mobile first’ strategy.
What are the kind of brands that mostly advertise on BookMyShow?
BookMyShow offers incredible advertising opportunities to both movie and non-movie brands. The advertisers come from varied categories and sectors, right from mobile handset players to those from auto, BFSI, entertainment, ecommerce etc. All of them come to us with distinct requirements with the underlying need to connect with audiences interested in entertainment as a genre. So far, we have worked with over 200 movie and 60 non-movie brands in different capacities and have helped them with their marketing needs.
Could you shed some light on the kind of offerings BookMyShow has for advertisers?
We usually do branding campaigns on CPM and CPD basis to meet the objectives entailed as part of the advertiser’s brief. Based on the details shared with us, we execute an innovation for both movies and non-movies brands. We offer a mix of clickable and impact banners so as to create customised campaigns depending on the objective of the brand. The click through rates on BookMyShow are higher than the industry average making us a perfect fit for brands.
We have also strengthened our back end to offer highly targeted campaign services to advertisers through our DMP partner. In addition, we have created more native advertising spots on our platforms which are not just non-intrusive for our users but are highly strategically placed to create maximum impact.
How is BookMyShow uniquely poised to deliver returns to non-movie advertisers?
Non-movie brands are increasingly exploring the potential of advertising through mobile. However, mega ad innovations are usually done keeping the desktop audience in mind. Innovations executed on desktop lead to larger impact and engagement among the target user base.
How can other platforms and apps also become universal destinations for advertisers? Is there a secret?
There are three important factors that make a platform an advertiser’s heaven: Experience, Engagement and Revenue. An advertising platform will always have the capability to deliver experience to its users by engaging them with content and thereby increasing their time spent on the platform which will ultimately lead to revenues.