Advantage of OTT Advertising Services in India

 OTT or Over-the-top platforms are those streaming media services that are offered to the viewers directly, through the internet. These OTT platforms have gained significant momentum in the last few years since the launch of OTT platforms like Sony Liv in 2013. Since the pandemic began and the lockdown in India started in 2020, the OTT platforms have seen a great rise in their viewership. The reason for this rise in viewership on the OTT platforms is also because of the easy accessibility and the wide variety of options to choose from. No one could have fathomed that in India, where the traditional TV is much loved, the OTT platforms will also find space to grow so exponentially in just a few years.

The way that viewership of the OTT services in India used to have significantly changed over the last few years. What was generally a thing for millennials to access these OTT platforms in India has now become a staple for all. The shift from traditional to digital platforms is also because of the greater availability of better content and that without having to watch it on a scheduled telecast time.

OTT Advertising and its benefits

OTT Advertising is nothing but the advertisement that is delivered directly to the viewers while they use different OTT streaming services through the internet. With the popularity of the different OTT platforms, the chance of gaining revenues through OTT advertising has also risen. The greater the viewership on these OTT platforms, the greater will be the number of ads and more will be revenue for the companies.

Usually, a fee is charged by the advertisers to place commercial breaks in their content. Other than the ad-based revenue, the OTT platforms also use hybrid business models like the pay-per-view model where the customer pays to view or rent the videos, or the method where a recurring fee is charged for access to the platform.

The digital platforms of media streaming in India have made access to all forms of videos and movies easy and in turn, benefited the advertisers as well. There have been numerous benefits for the advertisers ever since the OTT platforms have gained popularity in India.

Precise Targeting: With the rise of regional and local steaming of channels and programs, the scale for precise targeting has also widened. The advertisers now can push out relevant ads as per the interest of the viewers which in turn would lead to time efficiency and accessibility to the right audience.

Better Measurability: OTT advertisers can measure and find out which ad gives a better output. This measurability is possible because every click by a viewer can be measured by the advertisers to measure what the audience likes more.

Flexibility: India being a land of so many languages and dialects, becomes more flexible for the advertisers to understand the language specific to a geographical location and push out related ads in local languages.

Evolution from TV to OTT platform: The growing inclination of the audiences from TV to the OTT platforms has allowed the companies to earn primarily through advertisements.

Cinema Advertising

Cinema advertising is often used by companies to gain the attention of the seated audience in the cinema holes. This type of advertisement ensures that the message of the ad is sent to the audience that is mostly attentive while they are in any cinema hall. Did the growth of Cinema Falls in India in the last few years, the advertising industry has also seen it as a great way to showcase their brands. Cinema advertising not only includes the on-screen branding that consumers see in the theaters but also the screen branding that is usually put in and around Cinema Falls in form of posters etc.

In cinema, advertising has its advantages that can vary from being able to give a larger than life impact through the large screens of the cinema halls which helps spread the message of any brand in a much clearer way. Since the audience in Cinema Falls is a captive audience and has a clear attention span, the message of any advertisement is conveyed or communicated convincingly. Also in the presence of Cinema Falls in most parts of the country and its localization has helped the brands reach a suitable audience for their advertisements.

FM Radio Advertising

Radio advertising is another marketing strategy used by different brands to promote their products or services through traditional stations, satellite, and Internet radio. Radio advertising is one of the most convenient ways used by brands to reach a target audience. With the rise of the Internet and other platforms for advertisements, radio advertisement may seem old-fashioned but its charm remains the same. In India, with the growing popularity of other OTT platforms the radio advertising industry has also strived to become better in quality to still stay in the competition.

FM Radio advertising is comparatively more cost-effective when we compare it with other advertising platforms like television advertisements or advertisements on the OTT platforms. Other than that, Radio advertising also has some similar benefits to the ones that OTT advertising or cinema advertising offers. The radio stations also target specific demographics based on the locations and that helps the advertisers in selectively targeting the audience for promotion or sales of the brands.

Each advertising platform has its benefits for different brands. India has the second-largest mobile using population in the world, which makes it one of the best markets for the advertising industry. The Indian audience serves as a great platform to target audiences and showcase the brands or products.

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