Movie trailers & soundtracks on YouTube emerging as most-wanted advertising destinations

Advertorial: Motion Content Group, the content investment wing of GroupM India, has been leading the domain.

e4m by exchange4media Staff
Updated: Nov 27, 2018 1:07 PM

An upsurge in online video viewing has led to the emergence of movie trailers and movie soundtracks as coveted advertising destinations on YouTube. As per Comscore, YouTube has 245 million monthly users in India and movies are a significant part of their viewing choices. 

Further, online video accounts for 75 per cent of all mobile traffic in India. Today, movie trailers and songs for big-ticket releases such as the recent ‘Andhadhun’, ‘Thugs of Hindostan’ and ‘Veere Di Wedding’ comprise approximately 20-25 videos each, which collectively cross 100-150 million views.

Owing to this reach, several brands have now started betting on this content to engage their customers. Motion Content Group, the content investment wing of GroupM India, has been leading the engagement for this opportunity. 

Speaking about it, Ashwin Padmanabhan, Head of Trading and Partnerships, GroupM India, said, “The love of audience for cinema clubbed with the growing digital reach and lower data tariffs has been a win for the brands that have opted for trailer roadblocks. Advertisers have enjoyed much lower exit CPMs on this premium roadblock inventory, which we are offering in partnership with YouTube.”

A recent campaign on movie roadblock can be seen here. 

And, with many big movies lined up for release in 2019, the trend only seems to be getting stronger.

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