YouTube-IPL alliance: A digital perspective

Indian Premier League (IPL) is keeping the planners and buyers on their feet, as every second brand wants its association with the hot property of the season, to catch maximum eye balls. This time of year IPL is all set to be telecast on web platform as well and that too on one of the most viewed video streaming site in India, YouTube.

YouTube has acquired two-year rights to host IPL matches live and the global telecast of the event is tempting big brands for association as it offers an opportunity to reach the global audience. According to media reports YouTube has already tied up with brands like HSBC, Samsung and HP.

Adgully tries to know the perspective of digital marketers on what opportunities this new medium of telecast has with respect to viewership, reach and last but certainly not the least revenue generation.

First thing first what will be the viewership of the event on web? Deep Malhotra, Digital Evangelist & Start-up Enthusiast, also a former startup team member of Google in India answers, "YouTube is one of the largest online property in India with over 13 million unique users monthly according to comScore January 2010 update (comScore doesn't include below 15yrs & cyber cafe users - so nos. stand to increase further). Expect high response especially from office goers who don't have access to television but have access to high bandwidth internet in the day."

Tanmay Mohanty, COO, id8 labs believes, "This data from Indian users need to be watched out for. Given that YouTube user time for Indian NRI is much higher than Indian Users but looking at the Indianized content this will be a turning point for Video Sites for India."

While on the other hand Sankalp Bala, Group Head-Strategy, Starcom IP opines, "If the IPL matches were more played during day time than night, the effectiveness would have been better but as of now I don't think this would create a great impact."

Rammohan Sundaram, Founder, CEO & MD, Networkplay.in talking about advertisers fondness for the event says, "I think it will surely be a good hit within advertisers, no doubt. It will also open up a new avenue in the ecosystem helping the video advertising market to grow in a big way. In terms of brand association, impact and salience it will surely add tremendous value to advertisers."

He further says, "Every competing brand in a category who can't advertise on TV will be a great bet for YouTube and the market whispers are DLF, HSBC are some of the advertisers who have closed deals worth 2 to 4crs for this purpose." While Bala believes more of youth targeted brands will be interested in associating with the event, Malhotra thinks, "Branding focused advertiser will be eager to get on the property. I see brands from Telecom, CPG, Technology categories all joining the YouTube/IPL party online, especially the ones who couldn't get on the high priced television/team sponsorships." Mohanty bets for lifestyle and FMCG brands who are looking for engaging content.

Malhotra informs, "As this is a 2 year deal the typical expectation would be to evangelize & recover from the market in first and accelerate revenues in the second. From the market feelers they have generated good buzz and revenues in the 1st year itself."

Sundaram says, "It solely depends on who they are talking in the trade circles, for once I believe that off-line media planners and buyers will be looking at an internet proposition very seriously. If SET MAX generates 600crores from advertising revenue, I am assuming 10 per cent of that will be a great number for YouTube." While Mohanty thinks it will be around 5-7 per cent of what TV rights will get for the period. He foresees, "The contents actual value will drastically change with mobile and other rights as well as life time value will surpass the TV."

With all the business part discussed if we come back to the viewership part, can we say this is the beginning of internet turning into a mass medium?

To this Malhotra thinks, "This deal is definitely a path breaking deal for internet in India & will definitely help the medium to be seen in a new light in the coming time. Internet deserves a much bigger share on the current media plans & we expect more deals like these will help correct the situation."

Mohanty agrees, "Yes it's high time that we look at internet as main line medium. Countries like Australia and UK already the time spent on internet has passed that of TV. Even in India we are looking at the same trend for Metro users."

Sundaram questions, with streaming made available on the internet how does it change the audience watching habits on TV or Cinema Halls? And further explains, "To me it only adds a new set of audience who during work hours will watch it now on the Internet. Data that is available with Cricketnirvana.com will enable one to understand the number of people who hooked on to the internet to watch these matches, because they have a history due to the current one day series running live on this portal. I'm sure it is a large number in itself and the T20 format will only enhance this number further and add to that the masala of IPL, you have a strong story that will sell. So it's not much to do with the platform but the content that drives audience and therefore Internet this time will be sought after."

Bala strongly believes and sums up saying, "No, I don't think so as broadband penetration is still low in India and mostly YouTube viewers would be from office. Even offices would have restrictions on the bandwidth consumption."

With a mixed bag of reactions from digital marketers as well digital custodians we feel it's too early to comment how this alliance will benefit the viewers as well as the marketer alike. It remains to be seen, how YouTube will leverage the most coveted property of the year.

On face value it looks and sounds big and we hope for all in the digital space this should be the turning point.