OTT ads on Peak

OTT ads on Peak

Introduction:-

Premium OTT platforms show higher ad recall. Ads on premium OTT perform better than mass-market services in terms of product and brand recall, with a 10% increase in product recall and a 12% rise in brand recall. Consumers also take more actions after seeing ads on premium OTT, indicating higher conversion rates. Brands have an opportunity to improve advertising efficiency by reallocating spend across premium and mass video environments. OTT offers a unique and underutilized opportunity for advertisers.

In recent times, the advertising landscape has witnessed a notable shift, with several Over-The-Top (OTT) platforms embracing advertisements on their platforms. Beyond merely reducing subscription fees and expanding their reach, these platforms have discovered a significant advantage in terms of ad recall and conversion rates.

A comprehensive study conducted by Milieu Insight over a period from January to April 2023 sheds light on the effectiveness of advertising in various digital environments, with a specific focus on premium OTT platforms and smaller mass-market services, including those featuring user-generated content (UGC). The study was carried out in two phases, the second of which explored customer attention and recall of advertisements in premium OTT and mass streaming environments, corroborating the initial findings.

The research uncovered a remarkable 10% increase in product recall and a 12% rise in brand recall for ads displayed on premium OTT platforms, outperforming those on mass streaming environments. Notably, the study observed distinct differences in consumer behavior when exposed to ads in premium versus mass environments. Audiences in premium environments were more likely to engage in subsequent actions such as seeking more information about the product, visiting the brand's website, and reading reviews. This suggests that ads shown on premium OTT platforms are better poised to yield higher conversion rates.

The first phase of the research had already indicated that consumers perceived premium OTT platforms as higher quality (58% OTT versus 36% mass) and more attention-grabbing compared to mass streaming video environments (49% OTT versus 35% mass).

Speaking on the study's results, AVIA's CEO, Louis Boswell, affirmed, "The results are definitive and support what we have long felt obvious – ads that are shown in premium OTT services are more effective than those you see in social media or video sharing services."

As the popularity of OTT platforms continues to soar, it represents an underexplored and unique avenue for advertisers of all kinds to optimize the impact of their campaigns. The findings underscore the tremendous potential of OTT as an emerging advertising medium, prompting advertisers to reevaluate their strategies and seize the opportunities presented by this rapidly expanding platform.

In conclusion, premium OTT platforms are redefining the advertising landscape, with their ability to elicit higher ad recall and conversion rates. Advertisers are encouraged to embrace the potential of this burgeoning medium and make the most of the untapped opportunities it offers. With OTT's continuous growth, the future of advertising is set to witness an exciting transformation, creating new avenues for advertisers to engage with their audiences like never before.

Conclusion: Premium OTT platforms have a significant edge over smaller mass-market services in terms of ad recall and conversion rates. The research by Milieu Insight revealed a 10% increase in product recall and a 12% rise in brand recall for ads on premium OTT platforms. Consumers perceive premium OTT as higher quality and attention-grabbing. This highlights the untapped potential of OTT as an effective advertising medium, urging advertisers to reassess their strategies and capitalize on this rapidly growing platform.

Reference links:

https://www.binged.com/news/otts-ad-boom-premium-platforms-reign/

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