Star and Disney India launch Sirius to enable digital-like targeting on television

Entertainment network Star & Disney India has launched Sirius, an end-to-end suite of advanced advertising solutions for marketers, media planners, and creative agencies. The network has joined forces with Mediaocean, Kantar, TVision Insights, and Ipsos to add impact evaluation to advertising spend on television and OTT (over-the-top).

Sirius built on a standard measurement paradigm brings in proprietary technology capabilities through multiple associations covering a gamut of advertising solutions. Sirius works with a variety of publicity solutions to reinvent how brands prepare, interact and calculate with the Indian public. Advertisers can access much of the Star India network and Disney+ Hotstar content portfolio optimized to take advantage of their publicity investments, with Sirius solution. Eighteen months ago, Sirius was developed to help marketers effectively convert their coverage on linear and streaming networks. Meanwhile, as part of the global agreement with Rupert Murdoch's 21st Century Fox, the two companies joined forces.

“The focus of our measurement solutions is to demonstrate the effectiveness of campaigns across Star India network and Disney+Hotstar in shaping brand & business outcomes along with offering differentiated insights on creatives to enhance the overall impact. We are enthused by the early response from media agencies and top advertisers who have shown keen interest in Sirus. Our aim is to act as a bridge for brands to strengthen their relationship with consumers,” said Nitin Bawankule, Head - Ad Sales, Star & Disney India.

The advertising solution comes with a new cross-screen measurement tool for identifying unduplicated reach across linear and digital platforms amalgamating multiple high-quality data sources ensuring the most cost-effective campaign plan for marketers. Brands can create integrated media plans with optimized reach-frequency goals across the Star India network and Disney+ Hotstar. The same will provide seamless targeting and efficiency by reaching audiences on Disney+ Hotstar in a manner complementing the delivery of the television plan.

It also helps to recognize target groups with particular interests, such as Fashion, Travel, and others, on Disney+ Hotstar that enables brands to target viewers on TV and create a distinct media strategy focused on public living, interests, and actions to reduce peripheral demographic waste.

The solution would control viewers' exposure to the TV so that they can understand more about the innovative products with many benefits for advertisers including strategic benchmarking of promotions, advertising expenditure decisions, and more. The solution will allow brands to open up insights into ad exposure among those who saw ads to measure metrics like brand recognition, top-of-the-range reminder, and intention to buy. Via media planning solutions brands may build an optimum strategy to boost innovative asset efficiency. The innovative ad solutions use AI/ML to put contextual advertisements and incorporate them into premium TV content.