OTT Advertising Trends – Investing Today to Yield the Returns of Tomorrow
By: Brandon Zeiders
In a recent study conducted by AOL, 42% of all content consumers prefer to watch TV shows online – meaning that OTT is now the mainstream. The same study also showed that consumers are changing their viewing habits across the board and are accessing OTT content on devices such as Roku, Apple TV, Amazon Fire TVs, and mobiles devices more often than traditional broadcast television methods. Another study conducted by Lek Consulting showed that on average, consumers’ viewing habits have shifted their entire weekly content consumption of traditional television broadcast methods to 31%.
Advertisers are recognizing this trend and have been adjusting their strategies accordingly. In 2016, advertisers spent over twice as much as they did in 2015 and it is clear that advertisers will continue to follow the eyeballs.
Advertisers realize that not only are they gaining more consumer-level data through monitoring users viewing habits, they are also able to solve the biggest issue for them today – ad blocking technology. Devices such as Roku, Apple TV, and Amazon Fire do not allow users to block ads and because of that and other reasons – the value of the ad inventory is generally much higher than desktop consumption.
As these trends converge more and more so in 2017, publishers have to look at their current content offerings and ask themselves: Are we doing everything we can to take advantage of an industry that is poised to reach $64.78 Billion by 2021?
Whether you are responsible for the OTT strategy of a Tier 1 Broadcaster or perhaps someone with a great niche content offering – Float Left can help you realize the growing revenue potential of launching a successful OTT service through our Flicast platform and professional services.
Let us know if you’d like to discuss your OTT strategy!