Why Marketers Are Suddenly Drifting Towards OTT Platforms For A Long Run

19th Sep 2020:

The lockdown has led to a spurt in consumption of content on OTT platforms and ad marketers have been quick to seize the opportunity to reach audiences that were beyond the realm of traditional marketers. Let us take a look at the forces in play, and shed light on this sudden transition towards the OTT platforms.

The global pandemic has created a drastic impact across industries. It has changed the way we live and work. advertising agency in Delhi based Businesses are switching modes of operation to adapt to the changing times, and now there is a flurry of new business decisions and undertakings.

That said, ad marketers too are making a shift from traditional entertainment platforms and drifting towards Over The Top to capitalize on the new landscape that emerges following the worldwide lockdown.

Recent data from various sources indicate that ad insertions on OTT platforms increased one-fold in April as opposed to March.

This was a sharp increase from the month of February when the ad insertion count stood at 11000. The streaming OTT platforms in question included the likes of Eros, MX Player, Zee5, Sony Liv, Viu, VOOT, and YuppTV.

Spike in media consumption following the implementation of lockdown measures

In India, lockdown measures have been put in place since the 25th of March. People were asked to stay confined to their homes, which gave rise to a sudden spurt in media consumption. The reason was obvious. People shifted to social media to catch up with the world around them and, most importantly, access entertainment and content through OTT platforms. Marketers have been quick to spot this transition and take action accordingly to capitalize on the same.

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