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Over the top (OTT) advertising is on the rise not just because it offers an entirely new way of consuming digital content but also because it represents the marriage between traditional television and online video.

Traditionally with linear TV, you target a show because of the audience you think is watching. But with OTT, one major distinction is that you target individuals no matter what they’re watching. This difference is one of the main reasons why OTT-specific advertising is heating up across the board.

With over 200 paid subscriptions and ad-supported streaming services available, consumers have the freedom to choose one or several that fit their needs due to which streaming services are competing for consumers’ time and money.

Through popular streaming TV services such as Netflix, Hulu, or Amazon Prime Video, chances are you’ve already interacted with OTT. All these platforms deliver video content over the same broadband connection that you would use for surfing the Web or checking your email.

A 2019 study from the Video Advertising Bureau, which projects that ad spends on addressable TV, will hit $3.3 billion by 2020, a 343% spike since 2016.

OTT landscape is quite fragmented

To illustrate the fragments of this landscape, let’s consider an example. There are about four ways to watch NBC’s “This is Us”: live on NBC; through a virtual MVPD such as Sling; delayed via on-demand, NBC app or Hulu; live or on-demand via a smart TV or connected devices such as Roku or Amazon Fire TV Stick.

 

That means advertisers can buy the inventory to reach consumers watching the same content in several different ways through several different companies. This is a difficult problem to fix.

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Pivoting to video

Before the pivot to video happened, organizations focused on a very few select platforms, including owned and operated sites, YouTube, and Facebook.

 

With the evolution of digital video, the diversification of distribution and monetization by giving creators full control took place. With the advancement of both how we produce content and digital video infrastructure, organizations can now easily create and distribute their digital video across every platform and channel.

Maximum Personalization

With user data, Netflix, or Hulu. It’s like they know exactly the kind of content you want to watch. How do they deliver these personalized experiences?

 

It starts with a robust video content management system where video metadata like tags of the type of content, descriptions, genres, actors, and more can be managed. Netflix has built the proprietary vCMS that allows it to hyper-personalized your experience based on tags and algorithmic learnings. But you don’t have to build your vCMS to bring personalized experiences to life when there are software solutions that specialize in digital video delivery and management.

The need for new revenue streams

With a large number of Over the top (OTT) advertising players in the market, they need to add new revenue streams; It will be difficult to add new subscribers, and the best way to add new revenue streams is to have IP based targeted advertising with the feel of traditional tv advertising.

Conclusion

Over the top (OTT) advertising providers have the opportunity to close the gap between viewership and ad spend by simplifying inventory availability and instituting better, cross-platform tracking to give advertisers a holistic view of their buys.

Huge investments are being made by Media and publishing organizations in distributing their content across every channel and platform, fortifying their ad revenue with monetization opportunities and delivering the personalized experiences users that crave for.

Genisys Group has been providing ad operations support for the past decade, to some of the largest publishers, media agencies, and platform operators.

With deep domain expertise and a shared services center, the team provides support to customers at each and every stage of the campaign management process. What makes the Genisys team the ideal ad ops partner is that they offer flexible business models, combined with a relentless focus on accuracy and SLAs. The result is added value in ad trafficking, campaign management and optimization, performance maximization, advanced analytics, and other technology solutions.
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