Vdopia, the world’s leading premium online video advertisement network, has named Dainik Bhaskar as a Star Advertiser of 2008. This accolade is recognition of the extraordinary success that Dainik Bhaskar achieved for its campaign – “Ziddkaro”. This campaign was targeted at 25-40 year olds and was able to generate a click-through rate (CTR) of 3.55% which is 7-8 times above the industry average.
The campaign’s success was due to the immersive video-in-video experience which, combined with endorsement by Mahinder Singh Dhoni (MSD), provided mass market appeal with deeper customer engagement. Over 200,000 unique viewers watched the “Ziddkaro” video ad, which was simultaneously featured on over 100 premium sites, reaching Indians across the country. The video campaign ran as a pre-roll before premium video content, which included news, sports and entertainment sites. This pre-roll video ad was clickable and took viewers directly to Ziddkaro.com. 9369 viewers landed on the Ziddkaro site. Vdopia came up with superb innovation – ‘text superimposition’, in which the zidkaro invitation text was embedded in the video ad, thus generating more user response.
Kushal Sanghvi Managing Director of Media Contacts, said: “We spent a lot of time strategizing what would be done for the campaign online. The brand has invested in making a great commercial and it was only perhaps right to try and explore the same in the digital space too. Vdopia offered us the right opportunity to use the same video creative online across relevant premium internet video content. Vdopia team not only implemented it quickly but also came up with the idea of text superimposition which increased the CTR and led to huge traffic on Ziddkaro.com. Vdopia is the undisputed market leader and their expertise helped us achieve such impressive results.”
Sanjeev Kotnala, Vice President, Dainik Bhaskar Group added: “It was great idea from Media Contacts to communicate our message to the Internet audience using Mahinder Singh Dhoni (MSD) TVC. MSD is a national icon and the campaign created great buzz and impact. Vdopia not only gave us great reach and branding, but also delivered impressive traffic to our site. There is no doubt that Vdopia is going to be a part of every marketing plan and is certainly taking the online video industry to the next level.”
Mayur Sethi, Media Supervisor India, Media Contacts said: “I would like to congratulate the entire Vdopia team for brilliantly executing Dainik Bhaskar’s Ziddkaro campaign. Their ability to take great video creative and deliver great audience results is testament to their position as the world’s leading premium advertising network.”
Saurabh Bhatia, Chief Business Officer, Vdopia commented: “We would like to congratulate Media Contacts and Dainik Bhaskar for being the advertiser of the quarter. The key to success for the campaign was amazing creative, right targeting, positioning with premium content and using innovation like text superimposition by Vdopia. This is a landmark within the Indian advertising industry as it is the first time that a media company has used online video advertising for corporate branding purposes. Online video advertising is now a critical part of the media mix; we’re delighted to be working with Media Contacts who are ahead of the game in their understanding of how online video can extend TV campaigns.”