Amazon Prime Video goes all out to promote latest 'Tom Clancy’s Jack Ryan' on OOH

At a time when corporations are being conservative with ad spends, experts tell us how OTT players are leveraging the outdoor advertising space to outdo their competition

by Anjali Thakur
Published - Nov 8, 2019 8:32 AM Updated: Nov 8, 2019 9:32 AM
Amazon Prime Jack Ryan

It’s perhaps hard to ignore, the growing competition amongst the OTT (over-the-top) players.  Not just in the digital world but also in the outdoor advertising space. While Netflix proved to be one of the top spenders on OOH, Amazon Prime Video’s is also in the race and is leaving no stone unturned when it comes to advertising.

Lately, a lot of innovative marketing and promotional strategies have been adopted by the streaming platform. To promote their latest Prime Original thriller series ‘Tom Clancy’s Jack Ryan,’ Amazon Prime Video is going all out.

Planned and executed by Rapport WW, the OOH campaign was launched extensively for their latest series of Jack Ryan in Delhi, Mumbai and Bengaluru using a whole gamut of OOH formats at multiple locations. We tried reaching out to Rapport WW regarding the same, but they didn't respond.

According to industry experts, after Netflix, Amazon Prime Video is among the biggest spenders on OOH advertising slots in urban India right now. 

As per an IMPACT Trends Report, OTT platforms will play a key role in the growth of OOH. Industry experts have pegged the growth at around 9-10%, and estimated annual spends of approximately Rs 3700 crore which will also be boosted by the growth of Digital OOH, OTT and transit advertising.

Anjum Tanwar, VP, Brandscope India told us, with the power of street increasing day by day and consumers spending more time commuting from point A to B, the OOH platform becomes critical choice for marketers. “The fact that OOH platforms are unskippable and unavoidable, one can see the skylines of the city points dominated by brands that consumers register thereby increasing recall. Additionally, OOH is not an intrusive medium, it’s completely risk-free and that’s what brands are looking for today. Also currently the combination of OOH and DOOH serves a special purpose for any brand wherein they are able to use dynamic programmatic content which can be catered to the right audience at the right place and at the right time.”

According to Atul Shrivastava, Group CEO, Laqshya Media Group, “OTT is the saving grace for the industry as OOH is going through a lull period. OTT platforms are the major spenders and thankfully so.”

 VV Rajan, Co-founder, CMO, UrbanIQ says that the OTT content category is on a roll, and this will continue to grow in a big way. “We are witnessing the way creators are using this platform to voice their innermost creative instincts. This has led to a rise in the way the platform has emerged suddenly, opening avenues like never before. So much so that the small screen is the new theatre.”

Adding, “Having said that, the idea is to entertain people like never before and while they are on the go! Which means that there is clearly a large section of the audience out there travelling from point A to B with enough time on the road to spare. OOH is quite a natural choice for marketers in this domain. It is therefore not really surprising that players like Amazon Prime, Netflix, are bullish about using this medium to their advantage.”

The recent results from most of the world’s sellers of OOH advertising have been extremely favourable with relatively rapid growth to this medium. And as per the recent estimates of GroupM for the industry indicated a growth of more than +6% globally this year which is encouraging. And this is obviously to some extent driven by the large OTT companies pushing the envelope and strategizing their plans towards the OOH mediums.

As per a recent report by KPMG in India and Eros Now, the online video market in India will have over 500 million subscribers by the year 2023. Netflix plans to spend big time on their content with investments in the billions with India being big on their mark. A KPMG report says, 2019 is expected to see investments to the tune of Rs. 600 crore from Netflix in their original content production in India. Amazon Prime Video, meanwhile, had earmarked over Rs 2,000 crore over a three-year period for its originals in India from 2017. While Indian OTT players still spend frugally, the spends are still in the range of 100-300 crores for developing original content from the likes of a Zee5 or Hotstar.

“Typically the annual spends on Outdoor for these players can range anywhere between 20-50 crores which remains a large part of their overall media spends,” adds Rajan.

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