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CUTTING THROUGH: THE SHARE OF VOICE STORY

It is no surprise that the world is steadily and not-so-slowly going digital. With over 520 million smartphone users in our nation, brands are trying to keep up with the massive shift of primary screens; from the old television to smart devices. And within the digital realm, there’s the magical world of OTT where the user finds all their needs when it comes to content. It then makes sense as to why our country has the second highest per capita consumption of data, globally.
Brands are making their way to OTT partnerships to advertise with hyper-personalised offerings among other innovations, and there are clear-cut trends emerging amongst a diverse portfolio of industries. Here’s shedding some light on the share of voice of OTT platforms in industries ranging from FMCG all the way to BFSI.

FMCG X ZEE5

PERSONAL CARE
As one of the most prominent categories on ZEE5, FMCG enjoys a massive 42% SOV. This comes with over 154 brands to boast of. A micro observation within the category shows that of those brands, 46 are into personal care.
ZEE5 contributes to some of the highest traffic some of these are exposed to. Our studies show exactly how much of an SOV ZEE5 has amongst such brands.
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HOME CARE
Home care brands are a mentionable part of the category. With 18 out of 154 brands, their presence is catching up at a good pace.
The traffic contribution from ZEE5 for such brands is as follows:
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F&B BRANDS
Another heavy player in the FMCG category, you guessed it- Food and beverages. They cut the majority of this category with over 80 brands as a part of ZEE5’s partnership landscape.
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The SOV ZEE5 shares in this segment is yet again quite strong as compared to competitors.
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E-COMMERCE X ZEE5
Another rapidly emerging category on the list is E - Commerce. So far, upto 64 service brands have partnered with ZEE, with 30 of them being E - Comm brands. The range of services vary from food to gaming, all the way to healthcare and tourism.
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Without a doubt, as per research, ZEE5 has a healthy SOV amongst its competitors in this segment as well.
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REAL ESTATE X ZEE5
Of the service brands on ZEE5, Real Estate numbers in with 14 of them.
Here’s what the traffic contribution from ZEE5 looks like:
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AUTO X ZEE5
The automotive industry has a lot of key brands partnering up with ZEE5. With about 11 such major players from the auto and auto ancillaries sector.
ZEE5 shares the highest SOV amongst competitors, below is the representation of the same:
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JEWELLERY X ZEE5
Another segment making their way into the game is jewellery, with 10 marquee brands partnering up with ZEE5.
The traffic contributed by ZEE5 for this segment is heavily skewed towards ZEE5 among others.
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BFSI X ZEE5
From the world of finance and banking, ZEE5 has a total of 17 major brands as partners.
With ZEE5 undoubtedly overtaking its competitors when it comes to SOV.
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CONSUMER DURABLES X ZEE5
Last but never the least, the consumer durables industry hahs 22 of their biggest brands on ZEE5’s partner list.
The traffic contribution for these brands lies at a majority with ZEE5 among other competitors.
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This only goes to show that the global trend, across every possible industry is changing their advertising game, drastically. And this shift is only going to increase its pace, with newer and more engaging innovations to reach out to relevant audiences with precision coming into play. ZEE5 has opened the doors to the future of hyper-personalized content marketing and the world’s on it. Are you?