OTT advertising or over-the -top advertising is a revolutionary trend under online advertising that enables brands to present customized ads based on the TV or mobile viewing habits of the users. Advertising on OTT platforms in India is the new emerging word in the media and entertainment industry. This trend started with the onset of various OTT platforms like Hotstar, SonyLiv, Zee5, Voot and many more in demand streaming channels in India. OTT platforms are all set to replace the traditional TV slowly and steadily as OTT platforms stream content based on the choice of the spectators. The streaming of refined content at anytime and anywhere via the internet on smart TV or smart phones is making them most popular among young adults. With more than 30+ OTT platforms that disseminate streaming media over the Internet, the value of the OTT market in India is expected to grow to ₹237.86 billion by the year 2025.
A not so famous fact about the OTT platforms is that they started as content curators but are now producing their own contents in the form of films and web series. These platforms use technologies like Artificial Intelligence to understand the audience behaviour and suggest content on the basis of their preference. Now, let’s see the different business models available on OTT platforms:
Ad-Based Video on Demand businesses generate revenue through advertisements. In this model, the audience gets to watch videos for free. The platform charges a fee to advertisers to position commercial ad breaks in their content. For e.g. Youtube and MX-Player.
In the Subscription video on Demand model, platforms charge a recurring cost for accessing their video platform. It’s quite an efficient model that creates steady income from every spectator. A few examples of this model are Netflix, Amazon Prime and YouTube Premium.
In the Transactional Video on Demand model, audiences pay to watch or rent videos one at a time. TVOD is also known as Pay-per-view or Pay-per-download. For e.g. WWE, UFC and iTunes.
Many companies strive to find new and innovative ways to structure their content. By combining elements of the above mentioned three OTT business models, they try to enhance user experience and generate more revenue. Some businesses like Disney+ Hotstar and Zee5 use a combination of AVOD and SVOD models.
OTT brings together the best practices of digital advertising and traditional television, with high ad completion rates and viewership. Indian OTT platforms have fueled their growth by advertising. According to media planners, Hotstar is the largest platform for advertising today after Google and Facebook. One of the main reasons for the rise of OTT channels in India is the option for viewers to watch shows that they miss on TV and is available on the OTT channels.
Compared with other digital platforms like Facebook and Google, OTT platforms provide better brand safety and are inherently less insecure to the dual challenge of viewability and counterfeit traffic owing to high attestation rates, the devices’ closed environments, and the nature of audience viewership experience.
Like traditional television, OTT is one of the most effective platforms for accelerating brand metrics. Nowadays, OTT is a significant platform for publishers, distributors, and advertisers to reach quality audiences at wide-scale and bring about positive brand outcomes.
Indeed, the shift to OTT advertising is expected to massively benefit advertisers by allowing for more comminuted measurement and performance tracking compared to traditional index-based TV ad slots. This helps narrow down and target customized, complex audiences in real-time. Advertisers that moved early to OTT before it became a part of every marketing department’s strategy stand to benefit from building relationships with programmatic partners that can match key audiences with advertiser content.
Now let’s see how you can advertise on some of the famous OTT platforms
MX Player is an India video streaming app. MX Player gives access to a huge range of the latest music videos, movies, comedy shows. MX Player has a wide collection of English, Hindi, Telugu, Kannada, and more language shows. Types of Media Options offered by MX player-
1. Video Ads - There are two kinds of video ads:2. Display Ads - Traditional ads help brands to drive traffic to their website. On the other hand banners or display ads allow brands to engage with their target audience and provide a great reach.
MX player advertisement rates depend on per view and impression.
Netflix is one of the world's leading entertainment services with over 208 million paid membership. It offers TV series, documentaries and feature films across a wide variety of genres and languages. Netflix Advertising Agency in India has seen a continuous rise ever since the beginning of OTT advertising trend in India.
XUMO is a pioneer in streaming television and media entertainment. Leading smart TVs like Sony and Panasonic have planned to integrate XUMO’s enterprise-level, both over-the-air and over-the-top channels to global audiences in one seamless user experience and guide. End users will simply press the channel up and down button or guide on the TV remote control to discover and enjoy streaming these channels, just like a traditional TV viewing experience. With things getting too easy for the OTT platforms, XUMO advertising agency in India has seen a sharp rise.
YouTube TV is YouTube’s attempt to develop its own content streaming platform like other OTT platforms. This provides viewers access to 50+ live TV channels for a monthly fee. Youtube has tried to make some innovations in advertising options. For example, advertisers can target ads to viewers that mostly watch the content online. Advertisers will also be able to use their DoubleClick Bid Manager, with this, they specifically target viewers who are watching YouTube TV on their TV screens. This has allowed youtube advertising agency in India to tailor different types of advertisements based on the environmental behaviour track of the users.
Hotstar is a popular app streaming content of entertainment and sports across various platforms like android, iOS and also on a web browser. This app took the digital world in India and Nepal by storm with an astounding 10 million downloads within 40 days of its launch. Hotstar offers the most compelling video catalog ever offered on mobile and the web, making it a complete video destination for the audience. You can access full-length episodes of your favorite TV Shows and Bollywood, English, Tamil, Kannada, Malayalam, Telugu, Marathi, and Bengali movies in addition to live sports streaming which includes Cricket, ProKabaddi, Badminton etc.
Hotstar advertising agency in India offers different types of advertising options such as: Billboard, Native Image, Bumper, Mid rolls and carousel. The rates differ per unit, impression or day.
Go DigiPro is one of the pioneer agencies in the OTT advertising world in India. We provide custom solutions by understanding the needs, finding out the right set of OTT platforms, and helping them buy the media space at the right price. Contact OTT Advertising Agency in India, Go DigiPro, to get all your queries related to OTT advertising answered and also find the best rates in the advertising world.
We are always there to help you, for any queries contact our ever responsive Email and contact number.
