Once considered as a poorer cousin of TV, OTT is now one of the major sources of entertainment and education for consumers across the globe, thanks partly to the pandemic-imposed lockdown that made consumers look for alternatives to socializing and flourishing of multiple OTT platforms with content that gave the TV guys a run for their money.
While the TV industry was still continuing to serve the audience the tried and tested content formats, OTT went a step ahead, pro-actively gauged changing consumer preferences, and implemented an experimental content strategy which not only garnered greater views but caught the television industry off-guard.
Consumers across continents made the rapid switch to the convenient, over the top, as and when required OTT platforms. Content on most of the successful OTT platforms was not just relatable. It was new, refreshing, in alignment with the new age information savvy and opinionated consumer, and available whenever the consumer wanted. It didn’t take long for OTT to transition from a source of entertainment and education to a habit – almost a dream for any marketer.
The global OTT market is estimated to reach up to $1000 billion by 2027, growing at a compounded rate of 29.4% from 2020 to 2027. Smartphones are still the most preferred device where OTT content is viewed and among the markets.
With thousands of OTT platforms spanning across continents that humbly boast of billions of dedicated users who choose to give their time and attention to the content that these networks serve, it is a goldmine opportunity for the digital advertising industry – the nature of which is still being explored by advertisers and publishers alike.
Before we dig deeper into the various options available for advertisers to build awareness ad campaigns for the OTT platform, it is important to highlight some of the recent changes in the digital advertising space that has changed the game for advertisers and consumers abruptly:
When we take the above developments into account and try to envisage a suitable advertising strategy in the new scheme of things – contextual advertising stands to gain a better chance than the other alternatives.
As advertisers and publishers gradually play around with different strategies to prepare themselves to navigate a cookie-less world, OTT has come to present itself as a top contender for advertisers in the new era where the relevance of content and context will drive consumer attention. With an audience that will be furthermore spoilt for choices on what to pay attention to and advertisers running from pillar to post to device ways to seek consumer attention, contextual targeting brings in the much-needed promise of an advertising strategy that provides your audience with a convincing “WHY” to engage with your ads.
Seedtag’s contextual creativity ensures that your advertising game is not just eye-grabbing but persuasive enough and placed in contexts that their discovery becomes organic and natural. Gaining and retaining consumer attention then becomes a lot like child’s play. Explore<<embed product links>> our services to know more.