AdVault will enhance our presence in a cluttered digital market: Taranjeet Singh, ZEE5

Taranjeet Singh, Chief Revenue Officer & Business Head, ZEE5 India, says AdVault, an advertising suite, underlines the commitment to become India’s fastest growing ConTech brand

e4m by exchange4media Staff
Updated: Nov 19, 2019 1:54 PM


Taranjeet Singh ZEE5

With almost 35 OTT platforms, India’s OTT space has indeed become a cluttered one. While the space is growing and new content is flowing, discoverability of content and attracting the right viewers has certainly become a challenge for OTT platforms. The players are now focussing on innovative ways of marketing to draw viewers to their platforms.

ZEE5 has launched AdVault to help brands propel their reach and create awareness to establish brand messaging via Video, Display, Masthead, Native and Companion, which will be available across various pricing models such as Cost Per Click (CPC), Cost Per Lead (CPL) and Cost Per Installs (CPI).

Taranjeet Singh, Chief Revenue Officer and Business Head, ZEE5 India, spoke to exchange4media about how AdVault underlines their commitment to build the brand as India’s fastest growing ConTech brand. “With the launch of AdVault, we enable our brand partners to leverage the dual benefit of big data and creative flexibility. AdVault helps deliver a brand KPI’s on aspects such as Reach, Saliency, Lead Generation and SOV while allowing for segmentation, personalisation and measurability to ensure higher returns on marketing investments. Like Ampli5, a unique offering from the ZEE5 Ad Suite, AdVault too has been designed to help our brand partners in meeting varied brand and marketing goals. We are confident they will be keen to adopt and benefit from AdVault too just like Ampli5.”

To increase the subscription video-on-demand (SVoD) business in India, ZEE5 and ALTBalaji have recently announced an alliance, with both looking to leverage each other’s strength in the OTT domain and will collaborate to co-create original content which will only be available on their platforms.

Telling us more about the collaboration, Singh said, “We wanted to grow the binge-watching culture globally. We believe this will be a game-changer for both, the industry as well as the audiences. We are glad to initiate this trend where content creators can partner to bring the best immersive experience for the viewers. This collaboration promises immense growth potential for both partners.”

Not just AltBalaji, reportedly, ZEE5 is also in talks with Amazon Prime for content partnership.

Going forward, the recent development on the self-regulatory policy on OTT platforms, the Ministry of Information and Broadcasting has recently changed its stance on OTT censorship, from government-imposed regulations to a self-regulation policy.

When asked about the self-regulation policy on OTT platforms, Singh said, "As a responsible content creator, we were one of the first industry players to have signed the present Code for Self-Regulation of Online Curated Content Providers. We believe that proper classification as per age groups is the right way to empower the viewer to make an informed decision. ZEE5 has always ensured that its content is classified appropriately and displayed prominently enabling the consumer to make an informed decision. OTT being a pull medium, audiences have complete freedom to accept or reject content at their own free will and, we at ZEE5, in line with our customer-centric approach, have taken all the required measures to further empower our viewers.”

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