JioCinema, a Viacom18 entity, is shaking up the digital advertising game by luring small and medium businesses (SMBs) away from giants like Google and Meta with enticingly affordable IPL advertising deals.

What to know: As per an ET report, offering live IPL streaming ads at rates starting from a mere ₹25 per thousand views, JioCinema is offering a budget-friendly gateway for SMBs into high-visibility sports advertising.

Packages start at ₹50,000 for a single day, yielding 1.25 million impressions, and extend to a comprehensive season-long deal for ₹10 lakh, promising 40 million impressions, showing JioCinema’s pricing strategy aims to democratize access to premium ad spaces.

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The wider perspective: The move isn’t just about broadening its advertiser base for JioCinema. It’s about diversifying, aiming to secure 4,000 advertisers for IPL 2024 and lessen its reliance on a few large contributors.

To make things easier from an accessibility standpoint, the approach includes city-level targeting and a self-serve platform, enabling SMBs to directly manage their campaigns.

JioCinema’s ad initiative also reflects the growing importance of digital advertising. According to data from a Ficci-EY report, digital ads saw a 15% increase to ₹57,600 crore in 2023, with SMBs contributing a significant portion. JioCinema’s pitch to SMBs, therefore highlights the evolving dynamics of digital advertising, where live sports could become the new battleground for ad dollars.

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