Understanding the Basics and Benefits of OTT Analytics
Before we go on the discussion on what OTT advertising is, it is crucial to consider knowing first what OTT is. OTT or Over-the-Top television/media, which actually is considered to be an online streaming option for movie and television content without any need for a traditional TV contract. You can gain access to it through your tablet, smartphone, PC or smart TV.
Use of Smart TV
Recent studies made by the Video Advertising Bureau Reports said that there are more than 70{ef0c690a0dc04c5b10a78e5498a65a0b209f78385451fd7e27f21fe41deac322} of people who use the internet who uses an OTT service for at least once every month. Services like these in fact still continue on growing for both the overall users and with how often this is being used at. They also have estimated that in the year 2022, there’s going to be more than 190 million users for OTT on every month.
There are some OTT service that are paid and do not have ads with it, but you could still find some which have ads so that they are able to provide support for the service either with the paid or not membership. But these kind of ads are not sold or are purchased like the ones on traditional TV advertising. It closely resembles more the digital video advertising.
There are different benefits which you could get from an OTT advertising. Some of these benefits are:
Reach is Larger
OTT before was not able to boast that having a larger reach is in fact a strength to get a good platform. But this in fact grown faster over the last few years and could now reach larger to different audiences. OTT in fact now has a much larger reach compared to other platforms.
Comes with Stronger Targeting
Another benefit of OTT would be targeting. A business could in fact choose their geographic location, topics that they should advertise on and demographics. This kind of targeting actually is not possible for the traditional TV advertising and is able to help reach the right audience. It will also help in reducing the possible waste advertising resources and increase the efficiency of advertising.
Best Analytics
A lot of the OTT platforms actually offer analytics on advertising. It includes both view data and impression. You could find some platforms that can actually offer various kinds of data and it can segment the data by placement or targeting.
Budgeting is Flexible
The ability to track and target views will allow flexible budgeting. There actually are several impressions which could be bought for a specific target audience in order to help maximize efficiency and in minimizing expenses.
We now live in a world where there’s huge technological shifts and many consumers in fact have now adopted the online video consumption.
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