iCubesWire, India’s digital ad tech platform, conducted a survey on the interactive animation ads displayed during the Indian Premier League (IPL) matches.
The survey results revealed that 95 percent of IPL viewers said that they witnessed interactive animation ads during matches.
The survey was conducted among 1,017 respondents across India in April 2023. In which 85 percent of respondents said that interactive advertisements are more effective than other types of advertisements.
Moreover, the survey reveals that 56 percent of respondents like interactive video animation digital ads, while 17 percent like interactive audio ads, 22 percent like mini-game interactive ads, and five percent don’t like interactive digital advertisement.
The survey also revealed that 82 percent of IPL fans would like to see more brands create interactive digital ads during future IPL seasons.
Sahil Chopra, chief executive officer, iCubesWire, said, “Advertising during the IPL has become an essential component of the game-day experience, and our survey revealed an astounding 85% engagement rate among IPL viewers which shows that fans appreciate ads that are creative, relevant, and unobtrusive. This highlights the immense potential for brands to connect with their target audience through IPL advertising and we look forward to seeing more innovative and impactful campaigns in the future.”
In addition, 45 percent of respondents believe that instant rewards help them remember a brand. In comparison, 31 percent of people are influenced by new launches, while 11% of respondents stated that repetitive engagement is the key to brand recall. Interestingly, 13 percent of people indicated that they are more likely to remember a brand that engages them in an interesting way.
These findings suggest that brands need to tailor their marketing strategies to cater to different audiences’ preferences and habits to enhance brand recall.
Looking ahead, the growth of ads during IPL is expected to continue, with projections showing a CAGR of 8.9 percent from 2020 to 2025. This growth is expected to be driven by increased digital adoption and the continued popularity of the tournament among fans.