How Marketers are Redefining OTT Platforms During the Current Situation

August 7, 2020:

Sandiip Kapur is the Founder & President of Promodome Group. Promodome is a full service advertising agency based in Delhi. He has produced three Bollywood feature films under his banner, Promodome Motion Pictures. His second production was Anaarkali of Aarah, a critical as well as commercial success. And now, he is back with his third film, Bhonsle, which once again has Manoj Bajpayee essaying a powerful role.

We live in a time when people can avail OTT content through desktop and laptop computers, tablets, gaming consoles, set-top boxes, smart TVs, and phones by using the Internet. According to statistics, more than 45% of the total OTT content streaming audience uses Android and iOS, while 39% of them utilise the web. What this report suggests is self-evident. OTT platforms are the ultimate mediums for marketers to reach out to consumers.

Marketers are still in the process of redefining OTT platforms. The movement is picking up more and more momentum. The reason can be attributed to OTT’s ever-evolving nature, with improved efficiencies being the core objective. That is to say that marketers are yet to explore more potential and redefine OTTs on the go and explore new landscapes and new possibilities. This is evident in the growing OTT ad spend. In September 2018 alone, IPG’s research unit Magna Intelligence already predicted that $2 billion would be spent on OTT ads in the US. Surprisingly, in the year that followed, the OTT ad spending grew beyond the forecasted figure.


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