OTT advertising or over-the -top advertising is a revolutionary trend under online advertising that enable brands to present customized ads based on the TV or mobile viewing habits of the target audience. The trend started with the advent of various OTT platforms like Hotstar, SonyLiv, Zee5, Voot and many more popular streaming channels in India. OTT platforms are replacing the traditional TV slowly and steadily as OTT platforms stream content based on the choice of the viewers. The streaming of refined content at anytime and anywhere via internet on smart TV or smart phones is making them most popular among young adults.
How OTT advertising works?
OTT platforms are apps, services or devices that let you stream digital content on TV, mobile phones, desktops etc. OTT advertising is also similar to TV advertising but the only difference is that it is served via OTT platforms through internet. The significant benefits of OTT advertising include:
- Brands can reach the target audience in a more refined way by delivering ads of product and services based on their needs as well as interest.
- Rising demand of OTT services is making the audience shift from traditional cable TV to streaming media which in turn is making the traditional TV commercials obsolete.
- The internet is in everyone’s pocket these days and therefore OTT advertising reaches wider audience via smart phones.
- Ads can be targeted to different sections of the audience based on their geographical locations, ethnicity, age-group, demographics and their search history.
What are the various OTT devices and platforms available in India?
- Amazon Fire Stick
- Apple TV
- Google Chromecast
- Android TV
- Amazon Prime
- Yupp TV
These are the few most popular streaming devices and platforms in India. The scope of OTT advertising is huge in India as the young generation is very quick in adopting to new technology and spread it to the peer group very rapidly. OTT advertising is also very impactful video advertising as it categorise the audience based on their viewing habits and serve the content based on their needs and interest.