The way audiences watch television has fundamentally changed over the past decades. The era of TV is over. Linear broadcasting was replaced by cables, and it was not too long before Internet-powered gadgets and phones came along. That’s where OTT advertising popped up to the scene.
OTT stands for over-the-top, initially named in reference to devices that go “over” a cable box to give the user access to TV content. In OTT channels, content is delivered via an internet connection rather than through a traditional cable/broadcast provider. In Southeast Asia, the leading providers are Viu, iflix, LINE TV, Astro, FTP, True ID, DAZN, CH3 Thailand and many more.
Asia Pacific consumers spend the greatest percentage of TV viewing time online at 44%, compared to Europe (28%) and North America (29%), largely driven by demand in local OTT services.
With programmatic introduced into TV advertising, the advertiser can connect highly engaged audiences. With the following advantages:
- Targeting – OTT is compatible with shorter more relevant ads relevant to geo, device and content viewed. Based on the viewership we can build profiles for each audience segment.
- Dynamic ad insertion – Lets you interchange ad creatives in linear, live or video-on-demand content. Consistent exposure across different publishers allows incremental reach over only YouTube.
- Brand Lift Survey – Bidmath can integrate a brand lift survey within the video campaign to measure purchase intent and product recall to understand how many users would purchase offline.
- TV Synchronisation – Online video ads can be synchronized alongside TV advertisements to drive incremental exposure.
What OTT partners can we access?
Partners continue to be added however if there is a specific partner that any of our advertisers would like to start working with programmatically then we can work with our SSP partners to access them.
Quality is very high in terms of viewability and anti fraud because the streaming platforms are typically closed, controlled systems. Also, people watching media on OTT devices are more engaged as the viewing time is longer in comparison to video aggregation websites with shorter content.
OTT is growing and should be part of an overall video strategy as opposed to buying manually or in a single site approach, we can help build your video strategy and a KPI framework to measure the ROI from video, contact our team of specialist at sales@jp.bidmath.com.
