While the flexibility of the video content consumption method is bliss for consumers, advertisers face many challenges. Advertisers feel overwhelmed and confused about how all new platforms can fit together in one ecosystem. There are confusions regarding the methods of buying and measuring them.
The existence of this confusion goes deep into the roots of local advertising. Local advertisers now have to worry about OTT along with their tighter marketing budgets. Advertisers realize that many consumers watch OTT and linear TV as well. So, it makes sense to not target them multiple times on the same day with one ad over and over.
The biggest issue has been the lack of measurability when it comes to monitoring the reach across OTT as well as linear. But, it is now changing with cloud channel playouts. Service providers of monetization and content distribution and management are making efforts to align OTT and linear together in terms of advertising. s
A combined ad delivery plan for local OTT and local linear
The technology of recognizing any content automatically has grown now in the industry. The data sets are collected from both OTT and linear to find out which shows get watched on each platform. This allows an optimal understanding of user interests and behaviour on both platforms. Hence, local advertisers can deliver highly targeted ads on different platforms.
Right from the local inventory of a cloud-based broadcast playout, advertisers want to utilize OTT for optimized ads. The alignment of linear and OTT can take cross-platform advertising to another level. The credibility of a broadcasting solution provider is the key in all this. The excellence in terms of data collected on both platforms and its measurement will define the success level for any advertiser.
While OTT is known for its ability to provide excellent market reach, new partnerships are taking place in the industry to further maximize the impact of every ad campaign.
Taking measurability to another level
With new solutions available in the market, local advertisers can figure out which platforms are giving back maximum ROI. Increased measurability means greater sales for marketers and brands, which tends to attract more local advertisers.
While digital advertising focuses mostly on getting an immediate response, linear TV ads can do many things like branding, promotion, and more. The partnership between linear TV and OTT provides a better measurement of different outcomes. So, a business can focus on brand exposure, brand empowerment, sales, and all other outcomes at once. This can work as an overview of consumer behaviour and perceptions, which is another asset for local advertisers.
Why should it matter?!
Cross-platform strategies are the reality of today’s media industry. Advertisers know that distinguishing between OTT and linear viewing won’t help in terms of ad distribution. So, new-age broadcasting solution providers are creating environments to align linear and OTT advertising data together. This I advantageous for all parties, including networks, advertisers and viewers as well, until the market completely shifts towards OTT. Right now, linear and OTT need to coexist in every advertising strategy.
