Online streaming of WC matches big hit, brands find good value

Online streaming of the ongoing cricket World Cup is proving to be a hit among netizens, with the website of the broadcaster ESPN Star Sports (ESS) registering over 1 million viewers in the India-Bangladesh opening match.

"The web streaming has already attracted an incredible 1 million plus unique video viewers so far," ESS said,

The online medium is thus turning to be a lucrative advertising platform for many brands and companies, such as Happydent chewing gum, Samsung Galaxy Tab, Hindustan Unilever, 22bestdeals.com, SpiceJet, Old Spice, Spicejet and McDowell's.

"The digital platform is available 24x7 and consumed by people as and when they want. The website is a relevant platform for consumers that Galaxy Tab targets as it is a convergence device and users can consume information as per their convenience," said a Samsung official.

ESPN Software India Executive Vice President, Advertising Sales and New Media, Sanjay Kailash, said the website has been able to deliver value to its advertisers.

"Our partners are also getting the benefit of better deliveries as the superb online performance is adding on to the existing air offering," Kailash said.

Industry observers, however, said the online media can deliver a lot more provided the infrastructure issues are addressed.

"In India since the Internet bandwidth is very low which restricts user experience, even brands are not able to draw maximum mileage.

"People are right now just experimenting and the companies are paying very little as compared to TV advertising to be on a digital platform," ZenithOptimedia Senior Vice President Naveen Khemka said.