OTT advertising offers a range of benefits for marketers. By following best practices, marketers can create effective campaigns that resonate with viewers and drive results. Are you mastering the art of OTT advertising?
Over-the-top (OTT) advertising has emerged as a powerful tool for marketers to reach their target audience in the digital era. With the rise of OTT platforms, the trend of consuming video content has changed significantly. OTT platforms like Netflix, Amazon Prime Video, Hotstar, ZEE5, and many more have gained immense popularity in recent years. According to a report by PwC, the Indian OTT market is expected to grow at a compound annual growth rate (CAGR) of 28.6% from 2020 to 2025. In this article, we will discuss everything that marketers need to know about OTT advertising and the current scenario of OTT in India.
What is OTT Advertising?
OTT advertising refers to the ads that are shown on OTT platforms like Netflix, Amazon Prime Video, Hotstar, and many more. These ads are shown to viewers who are streaming video content on these platforms. OTT advertising is different from traditional TV advertising as it allows marketers to target their audience more specifically.
Benefits of OTT Advertising
Targeted Advertising -
OTT advertising provides marketers with the ability to target their audience more specifically. It enables them to show their ads to viewers who are more likely to be interested in their products or services.
Greater Reach -
With the increasing popularity of OTT platforms, the reach of OTT advertising is constantly increasing. Marketers can now reach a larger audience through these platforms, thereby increasing their brand’s visibility.
OTT advertising is more cost-effective than traditional TV advertising. Marketers can run their ads on these platforms at a much lower cost, and the return on investment (ROI) is much higher.
Measurable Results -
OTT advertising provides marketers with measurable results. They can track the performance of their ads in real time and make changes accordingly.
OTT Advertising Formats
Pre-roll Ads: These are ads that play before the video content starts. These ads can be skipped by the viewers after a few seconds.
Mid-roll Ads: These are ads that play in the middle of the video content. These ads cannot be skipped by the viewers.
Post-roll Ads: These are ads that play after the video content ends. These ads can be skipped by the viewers.
OTT Advertising Platforms in India
India has seen a significant rise in OTT platforms in recent years. Some of the most popular OTT platforms in India are:
- Amazon Prime Video
- Eros Now
OTT Advertising Best Practices
When it comes to creating effective OTT advertising campaigns, there are a few best practices to keep in mind.
Length of the Ad
Firstly, it's important to consider the length of the ad. Unlike traditional TV ads, where 30 seconds is the norm, OTT ads can range from a few seconds to a few minutes. However, research has shown that shorter ads tend to perform better, with 15-second ads being the most effective.
Placement of the Ad
Another key consideration is the placement of the ad. Ads that appear before the content (pre-roll) tend to perform better than those that appear during or after the content. This is because viewers are more likely to be engaged at the start of the content and less likely to be distracted by other factors such as the end of the episode or the start of another program.
Creativity in the Ad
Finally, it's important to consider the creative elements of the ad itself. OTT viewers tend to be younger and more tech-savvy than traditional TV viewers, so ads that are visually engaging and incorporate interactive elements tend to perform well. Additionally, ads that tell a story or evoke emotion are more likely to be memorable and drive action from viewers.
The Future of OTT Advertising
OTT advertising offers a range of benefits for marketers, including the ability to reach a highly engaged and targeted audience, as well as the ability to track and measure the success of campaigns. By following best practices such as creating shorter ads, placing them before the content, and incorporating engaging creative elements, marketers can create effective campaigns that resonate with viewers and drive results. As the popularity of OTT content continues to grow, it's clear that this platform will play an increasingly important role in the marketing industry for years to come. If you are looking to navigate the world of OTT advertising, look no further than Pulp Strategy, one of the leading strategic marketing agencies in India.