IPL ad revolution: Reliance’s “brain mapping” blitz after Disney deal

In a groundbreaking move, Reliance Industries is set to revolutionize advertising in the Indian Premier League (IPL) by employing advanced “brain mapping” technology. This innovative approach aims to showcase the superior engagement of ads on its JioCinema platform, particularly during IPL matches. The company’s strategy comes on the heels of its $8.5 billion merger with Walt Disney, signaling a new era for sports and entertainment in India.

Reliance’s brain mapping technology measures viewers’ neurological responses to advertisements, providing concrete evidence of ad engagement and memorability. The company plans to use this data to attract advertisers by demonstrating the effectiveness of their ad placements on JioCinema.

Reliance is also targeting small and medium-sized enterprises (SMEs) with tailored advertising packages, making IPL advertising more accessible to a wider range of businesses. The company is shifting its IPL streaming strategy towards more structured advertising packages, including capitalizing on mobile scorecard advertisement spaces.

Reliance faces a competitive landscape, competing with global giants like Google, Meta, Amazon, and Netflix. However, the company’s brain mapping initiative aims to differentiate itself by providing quantifiable data on ad effectiveness.

The IPL is a massive advertising platform, and Reliance aims to improve advertisers’ understanding of the value of their advertising spend within the IPL. By demonstrating the effectiveness of its advertising platform, Reliance hopes to attract more advertising revenue.

Reliance is leveraging user data for targeted advertising and has increased digital advertisement rates. The company believes that combining brain mapping data with user data will enable a more effective advertising platform.

The success of Reliance’s brain mapping strategy could set a new standard for digital advertising in India. By providing quantifiable data on ad effectiveness, the company aims to attract advertisers who demand a greater return on investment. However, Reliance faces the challenge of convincing cost-conscious advertisers that its platform offers a superior value proposition compared to established alternatives.

Reliance’s innovative approach to IPL advertising reflects the company’s ambition to dominate India’s digital entertainment landscape. By combining cutting-edge technology with a strategic focus on the SME sector, Reliance is poised to redefine the future of sports advertising.