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CTV AND OTT Advertising

From shifting to larger screens to living through a smaller screen i.e. Mobile screens, the digital world has inculcated quite many changes. Ad networks, for instance, used to be primarily for desktops earlier but now there are a variety of options like Mobiles, Linear TVs, OTT, etc.<br>

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CTV AND OTT Advertising

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  1. CTVAND OTT ADVERTISING Source

  2. Introduction Fromshiftingtolargerscreenstolivingthroughasmallerscreeni.e.Mobile screens,thedigitalworldhasinculcatedquitemanychanges.Adnetworks, forinstance,usedto be primarilyfordesktopsearlierbutnowtherearea varietyofoptionslikeMobiles,LinearTVs, OTT, etc. Astheoptionsincrease,sodoestheconfusionofdecidingwhattochoose andhowtochoosewhenthedifferentterminologiessoundallthesameand confusing?Atthesametime,withareputationasgoodasVDO.AI,your optionsshouldnarrowdownasperperformancerateswhenchoosingthe bestadnetworkforyourwork. Forcustomersthischangejustmeansdifferentmediumstoconsumedata onlydifferinginthelevelofcomfort theyoffer.Whereas, for advertisers,itis aninterestingwaytoreachandengagewiththeneweraudienceatan unprecedentedrate.MobileAdNetworksalsomonetizeagreatdealoutof suchOTT platforms. LetusbeginbyunderstandingkeydifferencesbetweenLinearTV,OTT,and CTVinbrief. Source

  3. LinearTV Linear TVs are the prototype of current TVs. They’re the kind of TVs people had been watchingsince1948.Theyarecharacterizedasnon-DVR,standardprogrammingdelivery devices. ConnectedTV As the name suggests, connected TVs are connected to the internet and provide the featuresofInternetfacilitiesonTV.Videosarestreamedthroughtheinternetonthese devices. There’s always a distinct app store for TVs that facilitates downloading of differentvideostreamingapplicationstobestreamedthroughthisdevice. Source

  4. Over-the-top OTT devices stream TV content but it circumvents the traditional process of availing a cableorsatelliteconnectionfirst.OTTiswatchedthroughdevicesotherthantheTVitself likelaptops,desktops,smartphonetablets,etc. Source

  5. CTVadvertising TraditionalTV commercialshave become moot andnotso efficientintoday’stimeandthatisbecauseCTVadvertising achievesthe samegoalbutwithouthavingtotakeallthetrouble ofproducingthetraditionalTVadvertisementsandwhatmore couldoneaskfor?TheseCTVresultsareevenbetter. • Through CTV advertising, advertisers canbesurethat theirinvestmentisdirectly reaching theirmostvaluable andtargetedcustomers. • CTVsusersare thegrowing populationi.e.Millenialsthat means longerengagementcan be establishedandeven longer brandloyalty. • The progressmade throughsuchadsoverCTVs canbe measured withboth digitalandconventional metrics. Source

  6. WhatisOTTin advertising? • OTT TV was originally focused only on the larger fishes in the market that had already reached a larger-than-liferateofaudienceslikeNetflix,Amazon,etc.Butnow,thereareinnumerablestreaming serviceprovidersthatofferthesameservices.OTTTVplatformshelpbuildbrandsafety. • Theyoffermaximumviewabilitythatispossible.Theseadscanachievethehighestqualityof deliveranceasthesedevicesusuallyhavethebestdisplayscreensintheirsystem. • Theseadsarewatchedthoroughly,withanaverageof98%ofcompletionrate. Source

  7. Mobile OTT Ad response fairs the best amongst the above three, typically due to the higher usage of smartphones. Commercially speaking, Mobile Ads have the highest revenue potential. There are twotypesofmobileads,instream,andoutstream.Instreamadsare alsoknownasInterstitialads. In-streamadsinterruptthehostapplicationandforcetheuserto consume the ad for a specific period before it becomes skippable. Whereasoutstreamadsdon’tinterrupttheuseratall,theyplayeitherin thesidesectionsorareatleastskippable. OTTAdson Mobile Tonavigatethroughthebestkindofadversionforyourself,thereare various Mobile Ad Networks to assist you in your work from the scratchtilltheend. Source

  8. Conclusion OTTAdvertisingisaconceptofthefuture.Itisonthe way to becoming the most lucrative sector of digital marketing with the highest potential to monetize the platform. CTV is a subset of OTT not just in terms of technicality but also in terms of performance. Now thatthebroaderideaofbothaspectsofdigital marketingisclear,oursuggestiontoyouforthe narrower trouble of creating ads is VDO.AIthat is the bestinthemarket. Source

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