In recent times, the world of entertainment has been revolutionized by an array of captivating shows such as Jack Ryan, Friends, Grey’s Anatomy, How I Met Your Mother, The Witcher, and many others. These shows have not only kept us entertained but also enticed us to subscribe to various Over-The-Top (OTT) platforms. As we look ahead, the projection for OTT users is expected to soar to 3.5 billion by 2023, a substantial increase from the 3.26 billion users recorded last year.
Today’s audience can be categorized into three distinct segments based on their TV viewing preferences:
Cord-cutters:
These are individuals who have forsaken traditional satellite cable in favor of OTT services for their entertainment needs.
Cord-nevers:
This group comprises people who have never had a cable subscription and have embraced OTT platforms right from the start.
Cord-shavers:
These individuals have taken a more moderate approach by reducing their traditional cable subscriptions while still utilizing OTT services.
As the popularity of OTT platforms has surged among viewers, a noteworthy advertising trend known as “OTT Advertising” has emerged. This form of advertising has witnessed significant growth, complementing the rise of OTT platforms.
Marc Pritchard, the Chief Brand Officer at P&G, firmly believes in the potential of OTT advertising and has stated, “OTT advertising is the future of TV advertising.”
Before we delve deeper into the topic, let’s lay a solid foundation by exploring the fundamentals of this fascinating subject!
In simple terms, OTT advertising refers to delivering advertisements through streaming media services directly to viewers over the Internet, without using traditional cable, broadcast, or satellite TV platforms.
What is Over-The-Top Advertising?
OTT advertising presents an attractive opportunity for advertisers to reach specific audience segments who consume content on devices like smart TVs, computers, and mobile devices. The platform also provides detailed analytics, allowing advertisers to measure the effectiveness of their campaigns accurately.
The audience has embraced these changes enthusiastically. OTT has gradually replaced traditional cable viewership by offering numerous benefits:
– Viewers can easily access a wide range of shows, movies, news, and streaming content with just an internet connection.
– They have the flexibility to watch the same content on various devices, such as mobile devices, desktops, or connected TVs (CTV).
These advantages have made OTT advertising even more appealing to advertisers as they have observed high engagement rates in their ad campaigns. Since OTT ads are non-skippable, the video completion rate typically reaches 90-100%, whereas traditional cable ads often hover around 45%.
OTT Advertising Trends Advertisers Must Focus On
OTT advertising has witnessed significant trends that are reshaping the landscape of digital marketing:
1. Expansion:
With the widespread acceptance of OTT platforms among audiences, advertisers are shifting their budgets from digital, social, and linear TV to investing more in OTT advertising.
It has been noted that 66% of advertisers are allocating their budget to OTT spending from digital, social, and linear TV. Also, four in five advertisers are of the opinion that OTT platforms offer equal or more value to primetime TV.
2. Video Basics:
Focusing on the format and length of the ad is very essential. Your audience would either lose interest or would not simply engage if it’s too long or doesn’t fit the screen.
OTT ads can be delivered to different devices, like desktops, laptops, tablets, gaming consoles, and mobile phones. Focus on the size while the ad is being deployed.
Advertisers can also leverage the power of interactive ads when deploying on desktop or mobile phones to increase their engagement rate.
3. Hyperlocalization and Personalization:
Advertisers are leveraging demographic, geographic, and behavioral data to segment audiences and deliver personalized ads. The rising trend of “OTT local advertising” involves targeting local ads to specific geographic areas, resonating more deeply with the local audience, and driving incredible growth in digital marketing.
4. LIVE Ads:
Advertisers have observed unparalleled engagement rates during live events compared to pre-recorded shows. Audiences are captivated during historic events like IPL, World Cup, FIFA, NBA, and others, providing a golden opportunity for advertisers to leverage this undivided attention. The engagement rates during live events have been recorded as twice that of ads delivered during pre-recorded shows.
These trends demonstrate how OTT advertising is evolving and becoming an integral part of advertisers’ strategies to connect with their audiences effectively. By adapting to these developments, advertisers can maximize the impact of their campaigns and tap into the immense potential of OTT platforms.
Conclusion
In conclusion, the world of OTT advertising presents a plethora of exciting opportunities for advertisers. As the audience increasingly embraces OTT platforms for their entertainment needs, advertisers can capitalize on this shift by reallocating budgets and strategically investing in OTT advertising. With the ability to reach specific audience segments across various devices, advertisers can target their campaigns more effectively and leverage detailed analytics to measure their impact.
As advertisers adapt to these evolving trends and leverage the potential of OTT advertising, to can establish a strong foothold in the rapidly expanding advertising landscape. By staying innovative and customer-centric, unlock new levels of success, drive brand awareness, and foster lasting relationships with their target audiences through the dynamic world of OTT advertising.