Mumbai: JioHotstar is redefining the advertising landscape with a bold move—offering advertisers unparalleled access to consumer engagement data. By providing deep insights into viewership patterns, content interactions, and ROI metrics, the platform is breaking down the long-standing ‘black box’ of digital advertising. This newfound transparency empowers brands to optimize strategies, drive performance-driven investments, and reshape media planning with data-driven precision. As advertisers gain access to granular analytics, ad spending priorities are set to shift, and ad-tech solutions will evolve to meet growing demands for accountability and measurable impact.
In a 4 part series MadeInMedia.in’s Kalpana Ravi spoke to Digital Pundits on this move by JioStar.Robin Thomas, Lead – Strategic Partnerships & Growth, White Rivers Media on this move by JioStar and how the budgets will be allocated, competition, the need for ad- tech firms to step up their game and much more……
How will JioHotstar’s consumer engagement data impact the way brands allocate their digital ad budgets?
JioHotstar’s commitment to transparent consumer engagement data is reshaping how brands approach digital advertising budgets. With precise insights into audience interactions, advertisers are empowered to optimise campaigns, directing spending towards platforms that deliver measurable returns.
What are the potential challenges for competing platforms that do not offer similar transparency?
This transparency sets a new benchmark, compelling other platforms to either meet these expectations or risk losing their competitive edge. JioHotstar’s granular first-party data allows for precise targeting by demographics, geography, and interests, enhancing campaign effectiveness. Research shows that ads during live cricket on JioHotstar achieve 1.7 time’s higher engagement and recall compared to other platforms, emphasising the value of investing in high-engagement content.
In what ways could this move influence media planning strategies across industries?
Ad-tech companies are under growing pressure to develop robust attribution and measurement tools that directly link marketing spend to proven performance. Traditional TV advertising now faces challenges in the face of the clarity digital platforms provide, as brands increasingly turn to digital channels offering measurable results.
How can advertisers leverage granular engagement metrics to improve campaign performance?
This shift naturally favours performance-based pricing models, rewarding publishers who demonstrate verifiable outcomes. With richer consumer insights, brands can select content that genuinely connects with audiences, fostering authentic relationships rather than simply focusing on broad reach.
Will this shift push ad-tech companies to innovate new measurement and attribution models?
Programmatic advertising stands to benefit, becoming more accountable and trusted through transparent verification methods. This evolution strengthens collaboration between advertisers, publishers, and tech providers, improving efficiency and impact across the entire marketing ecosystem.