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

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.

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.