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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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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 pers...
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 program...
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 repl...
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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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