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Leveraging OTT Media for Digital Advertising
With a rapidly growing viewership, it is no surprise to see an increasing number of brands opting to advertise on OTT platforms. They have changed the way the world consumes content. In India alone, there was a consumption of 204 billion minutes of OTT content in 2021. And this new…
With a rapidly growing viewership, it is no surprise to see an increasing number of brands opting to advertise on OTT platforms. They have changed the way the world consumes content. In India alone, there was a consumption of 204 billion minutes of OTT content in 2021. And this new way of providing media content brings new challenges and opportunities.
Within this new TV revolution, let’s see how brands can stay ahead of the game and constantly deliver unique experiences to engage consumers:
OTT Advertising- the Digital Revolution
Before we get into the details, it is important to understand what is OTT advertising and how is it helping marketers. The rising popularity of OTT media globally has opened up opportunities for brands to reach out to their audiences in much more creative ways. By adding precision targeting, geographical and demographic selection to the advertiser’s arsenal, OTTs have enabled advertisers to create unique promotional content that is personalised and delivered to viewers' televisions while they are watching the same broadcast. With targeted ad delivery systems, user profiling, and AI-enabled technologies, marketers also have more control over quality and where the brand is being positioned.Adding OTT to Marketing Mix
The entertainment landscape is rapidly moving beyond cable networks as the audiences are increasing their sway towards video on demand platforms. The OTT ecosystem has been becoming increasingly attractive from an advertising and marketing standpoint over the last few years, with the marketing community placing large bets on how they spend and connect with these platforms, pushing beyond the traditional ads. Taking advantage of the changing landscape and opportunities for growth, media companies and OTT advertising agencies, continue to innovate to guarantee that brands get the highest return on their investment. When it comes to the different types of streaming services available to viewers, there are two different types of video on demand supported platforms:-
Subscription Video-on-Demand (SVOD)
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Ad-Supported Video-on Demand (AVOD)
