Why are corporations abandoning television and outdoor advertising in favour of OTT platforms? - Deepstash

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The Requirement For New Content

The Requirement For New Content

There has been a change from traditional TV settings to utilising phones for fun as the western culture transformation takes hold and consumers begin to live in nuclear family settings. At the family unit level, consumers’ entertainment needs are becoming more complex; they are becoming more personal and preferential in character, with a constant need for new and high-quality content.


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A Data-driven Approach To Dynamic Advertising

A Data-driven Approach To Dynamic Advertising

Viewership is transitioning from traditional television to over-the-top (OTT), and as a result, OTT is becoming a valuable asset for all advertisers. OTT allows for dynamic advertising, which implies that different audiences can receive different personalised versions of an ad. In OTT advertising, there is also a data-driven strategy; the right message is given to the right consumer at the right time.


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Increased Viewership And Precision In Targeted Demographics

Increased Viewership And Precision In Targeted Demographics

OTT advertising has a far greater viewer rate than traditional TV advertising, and it requires more exposure to build brand lift and accomplish desired objectives.

Programmatic OTT plays pre-rolls and mid-rolls, whilst TV programming is replayed on a DVR with the skip feature turned on.


8 reads

Advertising In A Variety Of Formats With Focus On Interactivity

Advertising In A Variety Of Formats With Focus On Interactivity

OTT has been experimenting with a variety of advertising forms, including content integration with the story. With the web series Kota Factory, Unacademy did a fantastic job. Another way to run advertising is during content streaming (both live and archived material) and advertiser-funded programmes, as well as other brand solutions.


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The pandemic had a significant role in the rise in OTT popularity, and businesses and brands are taking notice. With OTT advertising gaining traction in India, marketing budgets have shifted.

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