Why All Brands Should Opt for OTT Advertising in India?

Suppose our cannon is pointing uphill and firing at an angle to the horizontal from the same cliff. In the absence of friction, the missile might revert to a straight-line, inertial path. When there is no extremely unbalanced power, a motion will start to move at a consistent pace in the same direction. This is the case for an item traveling through space in the absence of heat. The object may once again free-fall beneath this inertial, acute course if the gravitational attraction generator could be turned on, making the cannonball a true bullet. The initiative is, in reality, a marvel.

According to PWC, OTT advertising in India video industry would increase at a 21.8 percent compound annual growth rate (CAGR) from INR 4464 crore in 2018 to INR 11976 crore in 2023. In India, OTT is gradually becoming the preferred entertainment platform.

As a growing number of viewers migrate from traditional to digital platforms, marketers must begin to use OTT platforms as a primary advertising channel, and many have already done so. Over-the-top (OTT) platforms and solutions have grown in popularity, and their advertising budgets will be significantly increased in 2020-21. OTT services in India combine internet marketing with the brute force of television advertising, as well as programmable targeting.

Here are some of the reasons why brands should set aside funds for OTT advertising.

Exact Targeting

Each user on an OTT advertising in the India platform is assigned a unique user ID for their device. Advertisers can safely use this ID to utilize audience data to accurately target and push out relevant adverts on their OTT applications using this ID. If your firm is a sports gear brand aimed at millennials, for example, OTT platforms enable you to target people who have expressed an interest in sports and fitness-related content. This form of targeting allows you to tailor your material to your target market. Targeting can be done based on the type of device being used, the geography, or the type of con.

Metrics for Measuring Viewability

Despite the widespread belief that viewability measurement does not apply to OTT, there is still a possibility for marketers to gain insight into the viewability of their commercials. Due to the risk of interrupting a user's viewing experience if a script fails to function as intended, OTT platforms do not allow third-party scripts to run on their content. An advertiser/agency can get around this by working out an agreement with publishers to securely push their ads while keeping the content viewing experience as smooth as possible. Programmatic demand-side platforms (DSPs) can provide information on ad completion rates on OTT.

Uninterrupted Viewer Focus

According to a Freewheel report, almost one-third of OTT advertising in India visits last more than an hour, and consumers watch 98 percent of all premium video advertising. Brands can use OTT advertising to provide relevant content based on their target audience's interests. In OTT services in India, firms can delve deeper into the consumer's identity and provide content that will lead to increased viewer engagement.

A higher return on investment

The vast audience size of traditional TV advertising makes it tough to make your ad relevant to each viewer. You can define your target demographic and generate relevant and engaging adverts using an MX Player Ads platform. When compared to traditional types of advertising, better engagement will result in a higher ROI.

The Number of Ads

Because publishers and agencies have access to the user ID on OTT platforms, they can do better ad targeting. Advertisers can have a roster of ads and roll them out in rotation ‘to that respective user' on their OTT app if they wish to be decent and not push the same advertising to the same user several times. Anyone who has used OTT applications knows how annoying it is to have the same ad flash up during a show. This strategy of varying the adverts makes the ‘ads' less irritating and repetitious, while simultaneously increasing brand credibility and buying intent.

What does the future hold for over-the-top (OTT) marketing?

OTT advertising in India is sweeping the business, and in the not-too-distant future, it will effectively supplant traditional television. As the number of people watching OTT content expands, so do the chances for advertisers and businesses to market their products directly to their target audience. The overall ad spending for Hotstar Ads in the United States, which has the world's largest OTT market, was $990 million. Over the next few years, growth is predicted to accelerate, culminating in projected OTT ad spending of $2.373 billion in 2025. While India hasn't quite reached those levels yet, the OTT market is rapidly expanding.