From September 22 to 26, all the video clips available on STAR Player (Startv.in) will only play Tata Photon Plus animated video ads as a pre-roll and a static banner ad at the end of the video clips.
This activity is actually a part of the online video ad roadblock deal between STAR Network and Tata Teleservices, through which the telecom company wants to create visibility and generate awareness about its mobile broadband service brand. The Tata Photon Plus video ad will direct users to the Tata Indicom website.
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Speaking to afaqs!, Gurtej Sandhu, senior vice-president, Digital and IT, STAR India, says, "This is the first time that STAR Network will execute an ad roadblock on its online video property. Earlier, the network has carried out ad roadblocks on its TV channels only."
Unlike ad roadblocks on its TV channels, STAR Network will not charge any premium from Tata Teleservices for the online video ad roadblock.
The advertising deal is based on pay-per-view model, according to which the telecom company will only pay for those videos which will be viewed by the users on the site. The website claims it receives about 1.5 to 2 million video views on a daily basis.
STAR Player also plans to rope in advertisers as sponsors for the online video content on the website. It implies that STAR Network may get different advertisers to sponsor the same video content available in both online and offline spaces.