SINGAPORE: Ahead of the Indian Premier League 2024 kick-off, mobile marketing analytics platform Adjust and smart lock screen platform Glance have jointly presented “The Cricket Playbook for Growth Marketers”.
Glance revealed interesting smart lock screen insights based on the 128 million users that tuned in for periodic updates of the IPL in 2023. The platform received 2.6x higher engagement on video with a distinct surge in activity in the second half of the day, and 35% of cricket content engagement came from vernacular languages. 70% of cricket viewers were Gen Z and millennials, 65% were male, 30% were aged 45+ and 55% were from tier-I cities. While the highest cumulative engagement came from the South Indian region, Delhi, Maharashtra, and Uttar Pradesh were the most engaged states.
According to Adjust data, the IPL season drives higher app installs, session lengths and retention rates for various app categories, especially streaming, news, gaming, e-commerce, and food delivery. Compared to the overall 2023 daily install average during the IPL season, mobile apps overall and streaming apps witnessed 13% and 45% greater installs respectively. Streaming apps saw the longest session lengths, with the average session length having increased from 20.24 minutes to 32.48 minutes. The largest retention was in games, up three percentage points from 21% to 24%.
As per the report, marketers should consider the context and content of their campaigns to connect with cricket fans, strategizing for before, during and after matches. They should also explore new formats and channels such as polls, quizzes, interactive units and smart lock screens to create immersive, interactive and engaging experiences.
6 tips for marketers to maximize success during the IPL
Enable seamless app installs on the first mobile touchpoint.
Tap into match moments to create intuitive experiences and re-engage consumers.
Enable discovery with a single tap to let fans get your app and their content before they unlock their phones.
Stay present and relevant throughout the cricket season.
Focus on data-driven decision-making by measuring success and observing usage trends,
Understand the assisting influence of various channels to drive conversion.
