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OTT Advertising: The Rise of

OTT advertising is growing as a way for streaming platforms to generate revenue beyond subscriptions. Platforms are improving data collection and targeting capabilities to make ads more relevant and brands safer. However, a lack of common measurement metrics across platforms remains a challenge. The future of OTT advertising includes an ad exchange to aggregate inventory, branded content sponsorships, shoppable ads within shows, and more freemium models with advertising as subscriptions decline.

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166 views11 pages

OTT Advertising: The Rise of

OTT advertising is growing as a way for streaming platforms to generate revenue beyond subscriptions. Platforms are improving data collection and targeting capabilities to make ads more relevant and brands safer. However, a lack of common measurement metrics across platforms remains a challenge. The future of OTT advertising includes an ad exchange to aggregate inventory, branded content sponsorships, shoppable ads within shows, and more freemium models with advertising as subscriptions decline.

Uploaded by

saty16
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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The rise of

OTT Advertising
Let’s understand
the concept
OTT stands for over the top
Called so for bypassing the regular
cable & reaching users directly

Amazon Prime, Netflix, Zee5 and so


on..
are all OTT platforms

Majority platforms have less than 15%


revenue through subscriptions.
Ads to the rescue!

MarketingWeekly.in
A typical example of an OTT
advertisement

MarketingWeekly.in
Support Factors

Data Collection
has improved a lot over the
past 2 years by many OTT
platforms using new age
adtech & DMP

Better Targeting Brand Safety


based on geography & compared to Youtube
lesser wastage compared because the content is
to a TVC checked & authorized

MarketingWeekly.in
What is lacking?
A common industry measurement metric!
Platforms disagree to have third party tools integrated with their
platform & don’t have well developed self-service platforms.
Many platforms have launched their own ad suites:

AdServe by Hotstar
AdVault by ZEE5
MarketingWeekly.in
What lies ahead?

India’s first integrated OTT exchange offering an


aggregation of ad inventory across OTT platforms

MarketingWeekly.in
What lies ahead?

Sponsoring of original content by brands which gives the


branded content larger shelf life compared to content on their
own YouTube channels

MarketingWeekly.in
What lies ahead?

Content extensions which were a regular in movie


marketing are now being used for OTT shows marketing

MarketingWeekly.in
What lies ahead?

In-show monetization with shoppable content embedded


directly inside the stream. In this new show by Amazon
Prime, products seen in the show can be purchased later

MarketingWeekly.in
What lies ahead?

More Freemium models


Huge proliferation of platforms & churn in subscription
following content, only one/two subscriptions will be less
for an individual.
Result: Greater tolerance for advertising

MarketingWeekly.in
Scan to Subscribe
Which OTT ad caught
to our Newsletter
your attention recently?
Let us know in the Or visit :
comments!! https://bit.ly/MWSubs

MarketingWeekly.in

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