27 July 2017

OTT: The opportunity for advertising and brands

The broadcast revolution is here, TV is on the decline and OTT is taking the reigns.

As more TV fans are cutting the cord, TV media buyers are under increasing pressure to keep up with the movement of audiences to new streaming platforms.

Premium SVOD content is now available in the home and establishing a fast growing, highly engaged audience. Ever since that Nielsen and comScore have announced they can measure OTT in the same way they measure TV, brand managers are empowered with the tools to directly assess the impact of their spend and adapt instantly to audience feedback, reaction and viewing habits.

OTT presents advertisers with a number of advantages over established media channels. An ad served over an OTT platform rapidly delivers valuable and actionable data insights, ensuring a much sharper targeting for the marketeer,  the consumer is served a more relevant offer, which in turn drives up efficiencies of the campaign. Furthermore, rather than the comparably limited 15 or 30 second ad spot, OTT is a platform ready made for innovation. Already there’s been the development of many new touchpoints such as in app display ads, interactive formats and category sponsorships. And as the channel grows, and more brands explore the creative boundaries, it’s expected that both the quality and quantity of innovations will grow.

Today’s streaming technology creates opportunities for brands and content owners alike to connect directly with their audience – essentially negating the need to consider traditional advertising and marketing routes to engage the viewer. The success of direct-to-consumer own channels like Red Bull Media House show the level of engagement and commercial viability of such creative and bold approaches. This also paves the way for new models where brands, creators and rights holders can go direct to their fans, and explore advertising, sponsorship and content deals which work much harder, and effectively for both brand and consumer.

Our Quiptel technology has a key role to play, disrupting the status quo, and putting the content owners in control of their content and their relationships with audiences. Brands, and creators who increasingly adopt the theory and practice of brands, understand that the closer, more authentic and meaningful the relationship with their audience, the stronger the bond that can form. By offering more relevant content, including promoted content or adverts which for many represent important sources of revenue, these relationships will be embellished for the future.