According to traffic statistics revealed by Times Internet, more than 72 million page views -- combined traffic on Ipl.Indiatimes.com and Youtube.com/Indiatimes -- were generated on Indiatimes and YouTube's Indian Premier League (IPL) live cricket match streaming destinations, during the fourth season of the IPL (Indian Premier League).
The company further claims that online video streaming of IPL matches received about 24 million page views last year. The average time spent on Ipl.Indiatimes.com was about 20 minutes per session.
For the record, in March, Times Internet bagged the online rights of streaming the IPL cricket matches live. It has carried out a distribution deal with YouTube.com, according to which YouTube can stream IPL matches on Indiatimes.com's YouTube channel (Youtube.com/Indiatimes) during this season.
Times Internet used search engine marketing (on sites like Google) and social advertising (on Facebook) to get traffic on ipl.indiatimes.com. More than 50,000 search keywords were employed for search marketing. Apart from that, the company leveraged its own media properties -- television, print, radio, and outdoor -- to build traffic on Ipl.Indiatimes.com.
In an official communique, Rishi Khiani, chief executive officer, Times Internet, says, "Our approach to IPL was focussed upon providing a high quality viewing experience and maximising audience reach through Times Internet's network strength and distribution partnerships. All through Season 4, our efforts around product innovation and quality continuously paid off via increased audience loyalty, strong value to the advertiser, and brand association with IPL."
Google India's head of vertical sales Kiran Mani, says, "Our focus has been to provide our users with all forms of popular and premium content. We're happy with the response we've got from all the cricket fans on YouTube for IPL Season 4. We look forward to build on this partnership with Indiatimes, and set new standards for IPL Season 5."