With the arrival of Over-The-Top (OTT) platforms the entertainment equation for a majority of the crowd has taken a serious turn. No longer are we required to be available in front of the TV at a specified time to watch our favourite show. OTT platforms like Netflix, Amazon Prime Video along with their Indian counterparts like Hotstar, SonyLIV, Shemaroo and ZEE5, allow us to watch and enjoy our favourites on the go, which has become a necessity with the fast pace of the current generation.
Thus, the tremendous growth for these OTT platforms in the last few years comes as no surprise.
Today’s tech-savvy crowd is subscribed to at least one of these platforms. Faster data speeds and increasing internet penetration play a major role in this transition. Also, being able to access the regional language content like Punjabi, Telugu, Marathi in any part of the world without any extra subscription has its impact. Perhaps not a paid subscription, but maybe the “Freemium” account, wherein you have access to the content for free alongside a few ads. It trades off as a win-win situation for the viewers, advertisers and the platforms!
eMarketer predicts that this year about 765 million people across the globe will be using OTT subscription at least once a month. The sheer volume of this audience in itself is a golden opportunity for advertisers. But it is important for them to bear in mind that these audiences have their priorities sorted, thus irrelevant and intrusive ads interrupting their content viewing can harm both the advertisers and OTT platforms if one is not cautious.
In a recent interaction with AdAge India, Ashish Shah (Founder & CEO), Vertoz, says that programmatic advertising is the answer to this delicate situation. With the help of advanced technologies like AI and ML, advertisers can show highly targeted ads, by employing the right combination of demographic targeting, psychographic targeting, behavioural and geo-targeting. This will help in reaching the right audience at the right time, resulting in benefits for all the parties involved- viewer, advertiser and the OTT platform.
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