Cracking the Code: How savvy brands are winning big with IPL advertising

In the pulsating world of sports marketing, the Indian Premier League (IPL) stands as a beacon of commercial prowess, commanding exorbitant advertising rates that reflect its unrivaled popularity. Yet, as brands eagerly align themselves with this cricketing extravaganza, a critical question emerges: How do they guarantee that their investments translate into substantial returns? It is pertinent to delve into the intricacies of brand sponsorship within the IPL ecosystem, scrutinizing the strategies and metrics employed by astute marketers to measure return on investment (ROI) and discern the comparative efficacy of IPL advertising against other marketing channels. From innovative tactics to nuanced analytics, we unravel the blueprint for success in the high-stakes arena of IPL sponsorships.

A goldmine

The IPL is a marketing goldmine. But with sky-high ad rates, how do brands ensure their investment delivers a knockout punch?

The answer lies in a strategic blend of brand alignment, targeted engagement, and data-driven insights. Gone are the days of generic commercials. Today’s IPL winners are crafting interactive experiences, weaving topical narratives, and leveraging the power of digital platforms to reach millions on mobile screens.

It’s a game of more than just visibility. Brands are tracking everything – from website traffic to social media buzz, constantly optimizing campaigns for maximum impact. The ultimate ROI? Building brand loyalty that transcends the fleeting moments of a match and translates into lasting customer relationships.

So, the next time you see a brand seamlessly integrated into the IPL experience, remember – it’s not just about the roar of the crowd, it’s the roar of a well-executed marketing strategy.

Neha Soman, Co-founder and Chief Business Officer, Hypergro.ai, points out that brands meticulously select IPL sponsorships to ensure alignment with their target audience and marketing objectives. “They strategically choose placement options that offer maximum visibility and engagement opportunities. Moreover, brands integrate these sponsorships seamlessly into their broader marketing campaigns, leveraging the IPL’s extensive reach to amplify their messaging across various channels. Tracking these metrics with an IPL team is a little harder to do because you can only do this by a few proxy metrics like website visitors and unique visits and so for any sponsorship with a brand, this becomes an exercise in branding and visibility and not one where results such as sales can be easily and justifiably measured,” she adds.

Sachin Kumar, Founder, Bottle Openers, reckons that brands participating in IPL advertising focus on leveraging the massive market size and diverse audience reach rather than solely considering the high advertising rates.

“The appeal of IPL lies in its ability to engage with a broad demographic across India, attracting mass brands such as FMCG companies, mobile brands, and gadget manufacturers. Top-of-mind awareness is a key metric for evaluating the effectiveness of IPL sponsorships. Brands aim to ensure that their presence during IPL broadcasts increases their visibility and consideration among consumers, ultimately driving sales. Specific strategies include monitoring top-of-mind awareness through offline and online research, observing jumps in search volume and Amazon searches related to the brand, and tracking increases in website traffic as indicators of ROI,” Kumar adds.

In order to achieve comprehensive advertising efficacy, brands must adapt to the shifting landscape of consumer engagement, embracing new platforms, and tailoring their strategies accordingly, opines Devika Sharma, VP & GM - India, InMobi.

“Particularly for sports advertisers seeking to reach millions of people during peak advertising times around high-impact events like the IPL, this becomes paramount. As per our latest report, The Cricket Playbook for Growth Marketers, almost 73% of IPL viewers tuned into the tournament digitally last year, and 30% prefer watching it solely on mobile. By harnessing the Glance smart lock screen brands can tap into this burgeoning digital audience. Glance’s unique offering, including the seamless discovery of cricket-centric content and real-time updates on the lock screen, positions it as a powerful platform for brands. By harnessing user behaviour on Glance, advertisers can not only extend their reach, but also drive deeper engagement and consideration through customised experiences. As brands navigate the dynamic field of sports marketing, integrating platforms like Glance into their marketing mix becomes imperative, offering unparalleled scale, interactivity, and engagement for both audiences and advertisers alike,” she says.

Forget simply buying ad space during the IPL. Smart brands are ditching basic commercials and creating interactive experiences and topical media campaigns that resonate with die-hard cricket fans, notes Russhabh R Thakkar, Founder and CEO, Frodoh World.

“This creates a buzz that spreads organically, driving people to their websites, getting them talking on social media, and ultimately boosting sales. Data is their secret weapon. Brands track everything – from website visits to social media mentions or conversations to see how the IPL compares to other marketing channels. They can even fine-tune their campaigns mid-season based on what's working best. Building long-term partnerships with IPL teams creates a deeper connection with fans, keeping the brand fresh in their minds year-round. It’s not just about TV anymore – targeted topical, fresh media campaigns and strategic use of streaming platforms ensure they reach the right audience. In short, IPL sponsors are moving beyond just getting their name out there. They are building brand loyalty that drives real results for their business,” says Thakkar.

In conclusion, cracking the code of IPL advertising isn’t merely about securing visibility amidst the roar of the crowd; it is about orchestrating a symphony of strategic alignment, targeted engagement, and data-driven insights. Brands meticulously select sponsorships to ensure resonance with their target audience and broader marketing objectives, integrating seamlessly across multiple channels. Experts underscore the necessity of adapting to evolving consumer engagement paradigms. In essence, the journey from mere presence to palpable impact in the IPL arena demands a blend of innovation, analytics, and a deep understanding of audience dynamics, ultimately leading savvy brands to triumph in this high-stakes game of advertising.