Why Hindustan Unilever stopped ads on Jio Hotstar!

Описание: This is why Hindustan Unilever Stopped Ads on (Jio) Hotstar!

If you’ve ever binge-watched a show only to be bombarded by the same ad over and over, you know how frustrating it is. That’s exactly what happened with Hindustan Unilever’s ads on Hotstar.

Instead of reaching a diverse audience, their ads ended up repeatedly targeting a small group of users—far beyond the intended frequency. The issue? OTT platforms prioritize impressions over reach. While brands expect their ads to be shown to millions, the reality is that only a fraction of users see them, just way too many times.

To avoid this, brands need to rethink their advertising strategies on streaming platforms. Here are some alternatives:

✅ Virtual Product Placement (VPP): AI-driven technology can seamlessly integrate products into content without disrupting the viewing experience.
✅ Influencer Marketing on OTT: Partnering with content creators can help brands organically appear in relevant content.
✅ Smarter Targeting Strategies: Instead of blanket ad placements, brands should focus on contextual targeting and balanced ad frequency.

HUL’s move signals a shift in how brands approach OTT advertising. Simply running ads isn’t enough—smart ad placement matters more than ever.

What do you think? Are OTT ads effective, or do they need a major revamp? Drop your thoughts below!

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