AUGUST 20209program or commercials. The report also high-lights twenty-five percent of ad-supported OTT viewers say they buy more products directly from the brand online versus in stores.· OTT allows for real-time targeting of custom, com-plex audiences and offer much finer-grained mea-surement and performance tracking compared to traditional TV advertising. Mobile measurement platforms (MMPs) and OTT providers are now of-fering tools that allow OTT app marketers to at-tribute app installs, registrations, and utilize data and audience insights provided by OTT.· According to a report by Freewheel, over one-third of OTT visits are over an hour-long, and viewers complete 98 percent of all premium vid-eo ads. Companies can enjoy better ROI, which will undoubtedly follow the increased level of engagement.· The OTT platforms strive to serve engaging con-tent, which leads to binge-watching and conse-quently increased user exposure to advertise-ments. If ad frequency is well-managed, several ads can be rolled out throughout the duration of the show. Thus, consumers will be more likely to listen to multiple ads without complaint.· Users find ads annoying when the same ad keeps popping up again and again while watching a show. This is why they often employ ad-blockers to clear out the noise or simply click the "skip ad" button. However, it's possible to make the ads a lot less repetitive by keeping the roster of ads and roll them out in rotation to a specific user on an OTT platform.A PWC report indicates that the Indian OTT video market will grow from INR 4464 Cr in 2018 to INR 11976 Cr in 2023, at a CAGR of 21.8 percent. Another report by KPMG India & EROS Now indicates that 80 percent of those who subscribe to OTT platforms have said that their entertainment needs are met by OTT platforms and 38 percent of these users are ready to shift from traditional content viewing mediums such as TV. OTT, which offers premium ad opportunities, viewer en-gagement, and message reinforcement to advertisers and brands is gradually becoming the most preferred platform for entertainment in India and brands and ad-vertisers can't afford to miss the proverbial boat. Thanks to precise targeting, ads displayed on OTT websites and apps are relevant to consumers, leading to an increased level of engagement
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