The advent of television services changed the entertainment landscape years ago. From viewers to networks and advertisers, everyone benefited from what these linear TVs provided. However, the upsurge of the internet and streaming services has dramatically changed the way viewers used to view content. From subscription-based offerings to transactional video-on-demand services, an endless array of options became available that have put viewers in control of when, where and what they consume. This rise in OTT (Over the Top) has resulted in millions of cord-cutters abandoning traditional media forms in favor of advanced streaming options.
This paradigm shift has compelled brands and advertising agencies to switch to OTT advertising strategies. Unlike traditional TV commercials, advertisers can now utilize the benefits of OTT ad platforms to ensure they can deliver the right ad to the right audience at the right time. Let us take a look at the other ways OTT advertising can benefit businesses.
More Engagement
Unlike traditional advertising, where viewers tend to tune out or change channels during ad breaks, OTT ads are more seamlessly integrated into the user’s watching experience. These experiences are less intrusive and last for shorter times, making viewers less likely to switch to alternative channels or media sources. Also, several OTT ad platforms enable advertisers to create interactive ad formats (rich media ad content) that encourage viewers to interact with the ad content, thus improving ad engagement.
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Improved Targeting
For a successful ad campaign, advertisers must target the right audience at just the right time. One of the main benefits of switching to OTT advertising is its ability to target specific audiences with personalized content. With the help of advanced analytics and user demographics such as age, gender, viewing habits, interests, and even geographical location, advertisers can target audiences more accurately, thus enabling more engagement.
Real-Time Campaign Monitoring
In-depth insights into real-time ad campaign performance data allow advertisers to gauge the campaign's success and make changes accordingly. With analytics and comprehensive performance metrics such as video completion rate, ad viewability, campaign reach, user engagement, CTR and such, businesses can identify how well the campaign is meeting their business goals. Gone are the days of running ad campaigns blindly and hoping for the best. If an ad is underperforming, it can be optimized accordingly and immediately.
In the era of Internet services and several viewing options available in the market, embracing OTT advertising is no longer an option but a necessity for businesses to capture the attention of their audience and stay competitive.
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