Strategies for Brand Integration in Streaming Content

The OTT industry’s growth hinges on effective content strategy, driven by data analytics and personalized recommendations. This was one of the key takeaways from the fireside chat on ‘Data-Driven Storytelling: How OTT Platforms Use Analytics to Shape Content Strategy’, held as part of SCREENXX Summit and Awards 2024 organised by Adgully. 

In today’s evolving digital media landscape, brand integration on OTT platforms has become a critical strategy for marketers aiming to create lasting impressions. In a fireside chat, Manas Gulati, Co-founder and CEO, #ARM Worldwide engaged with Mahip Dwivedi, Vice President & Head of Marketing at Pepperfry.com, and Himanshu Khandelwal, AVP - Digital Business at Axis Mutual Fund, to explore effective integration strategies and metrics for success in streaming content.

Setting the stage for the discussion, Manas Gulati emphasized the importance of seamless brand integration on OTT platforms. “When integrating a brand on OTT, it should be supported by an integrated plan that resonates with the brand and the audience. This approach should account for the overall environment to ensure that it adds value,” Gulati said.

Mahip Dwivedi shared insights from his extensive experience in executing successful brand integrations. Recalling one of his early integrations, he said, “I remember the first brand integration I did with CommonFloor.com in the web series ‘Permanent Roommates.’ We had just launched an app and wanted to introduce it without overt advertising. The aim was for the brand to be remembered without being flashy, yet achieving awareness and brand recall.” He explained how even simple integrations can resonate deeply with audiences, particularly when organically woven into the content storyline.

Dwivedi also referenced the integration of Maruti in the film ‘Mere Dad Ki Maruti’, stating, “The red car in that movie was unforgettable – it became synonymous with the Maruti brand. Another example is in ‘Mirzapur 2’, where the Vivo smartphone integration felt natural and memorable.” Dwivedi highlighted how, with the increasing number of OTT platforms, brands are now exploring organic ways to gain recall without interruptive ads.

Representing the finance sector, Himanshu Khandelwal brought a data-driven perspective to the discussion. He said, “In the BFSI space, brand integration strategies have shifted significantly over the last five years, with performance-focused metrics taking precedence over pure branding,” he said. Himanshu underscored the need to analyze data at a granular level, explaining, “It’s critical to assess the impact of integrations by segmenting cohorts, understanding audience engagement, and tracking how these align with business objectives like ROI.”

Khandelwal also mentioned the need for flexibility in strategy, noting, “External factors – such as market fluctuations or events like COVID – can drastically impact consumer behaviour and engagement. During the pandemic, for instance, there was a significant increase in searches for health and life insurance products, which we had to measure and respond to promptly.” This data-centric approach is essential for the financial sector, where consumer trust and confidence are paramount.

Concluding the discussion, Manas Gulati summarized the key elements of effective brand integration. “It should be backed by a solid integrated plan, ensuring that the integration resonates with the brand’s message and reaches the right audience,” he advised. He emphasized the importance of targeting specific niches and noted that each integration should align with the intended viewership demographic.

Citing the example of ‘Gunjan Saxena’ and the film’s integration with Nykaa, Gulati highlighted how niche-targeted integrations can strengthen relevance and recall. “We need to be mindful of the category and demographic when integrating brands, which helps create longer viewer time and sustained impact,” he said.

These are edited excerpts. For the complete discussion, please watch below:

https://www.youtube.com/watch?v=hQVbUTaX5aU