Let’s Know What is OTT Advertising?

An abbreviation for Over The Top Advertisement is OTT Advertising. OTT Advertisement applies to advertising on common video and audio channels on demand. The Over the Top words resulted from the fact that these service distributors bypassed traditional content delivery firms such as cable companies and directly targeted content consumers. Any on-demand video or audio network where users can display or hear content from a collection of selected content is referred to as the OTT platform for an advertiser’s view. Either through subscription (e.g. Netflix) or via ads like Hotstar, OTT Ads refers to the method in which commercials are placed on websites that allow paying advertising.

Indian OTT Advertising landscape.

Hotstar is credited with OTT Advertising’s emergence and explosion in India. It was one of the first to monetize its content by ads, if not the first OTT website. SonyLiv, Zee5, and other OTT channels in India quickly followed suit. The World Cup and IPL live cricket telecasts helped boost the visibility of OTTs and hence ads on these channels. In addition to Cable, consumers enjoyed the additional premium and popular entertainment platforms available on their cell phones. In India, both OTT platforms pushed mobile as the main distribution medium for their content and app downloads were the primary target of these OTT platforms. OTT advertising in India has gained attention with the growth in the usage of these applications.

OTT Advertising Rate

There are usually 3 types of prices for OTT ads. The first and most common price model is known as CPM or Cost per Thousand. Here, any time your ad is shown to the customer, you play. For both success and promotional strategies, this pricing approach is used. A fixed price is the second pricing model. This method of pricing for OTT Platform Ads extends primarily to high-impact mediums such as the Leader Board. The price per day for OTT ads is primarily used for branding campaigns. The third and smallest pricing model for OTT Ads is CPC or Click Rate. In this pricing model, the advertiser spends just a few clicks on the ad. This ad style is used exclusively for the campaign.

Advantages of OTT Advertising

There are two major benefits of OTT ads. The first advantage of OTT ads is the high scope the network has. The scope of OTT platforms is not limited to urban India or the metropolitan area. A significant portion of the viewership for OTTs falls from rural India. The proliferation of cheap data and inexpensive smartphones has pushed the expansion of OTT networks to even the darkest media areas of India.Cricket on the OTT platforms is another reason for high reach. Second, but the most important feature of OTT advertising is the customization of advertisements. With a plethora of data accessible from the phone to the customer and the opportunity to configure advertisements at the phone stage, it allows OTT advertisement fascinating. Some of the common filters available for OTT targeting are Geography, Handset type, their behaviour on the platform and their interest.

Popular OTT Platforms & Types in India

1 Disney + Hotstar  Video

2 Sony Liv  Video

3 Zee5  Video

4 Voot  Video

5 MX Player Video

6 SunNxt Video

7 Hungama TV Video

8 Yupp TV Video

9 Jio Saavn Audio

10 Gaana Audio

11 Wynk Audio

12 Spotify Audio

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