Can Advertisers Bounce Back With the Help of OTT?

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The coronavirus pandemic has caused a significant shift across all industries. Now that most nations are slowly reopening, advertisers must carefully change their tactics to send their message to their target audience. It isn’t surprising that they would consider over-the-top (OTT) advertising as their anchor for change. Will it be successful, though? Let’s dissect the current market.

Affected by quarantine regulations, people are forced to stay at home and as a result, spend more time glued to their connected TVs (CTV). In a report released by Martech, they found that during the pandemic, the ad spending for OTT/CTV increased by as much as 40%, with programmatic ad spending most notable for Hulu (44%) and Sling TV (30%). The same increase in ad spending is also seen in Roku and Apple devices. Considering these numbers, how can advertisers leverage the use of OTT to amplify their marketing strategies?

Why OTT Matters Post Pandemic

OTT has gained popularity during the COVID-19 crisis. In fact, most advertisers survived by leveraging OTT. Will they remain the same post-pandemic? We think so. OTT matters post-pandemic because they can be used for:

1. Improving Geotargeting

Advertisers need to go back to the basics, and that is localized targeting. They have to readjust and cater to their locality. Each ad should reflect the regional reopening timeframes. To make it more effective, advertisers should use geolocation to ensure their creatives would remain contextual. In terms of OTT advertising, the use of addressable targeting can significantly help.

One way to do this is to produce ads depending on the designated market area (DMA) or zip code along with the consideration of interest categories. They would also find value by placing dynamic ad insertions into the CTV to improve the overall experience of the target audience, which would boil down to increased conversion.

2. Maximizing OTT and Local TV

While advertisers benefit from maximizing OTT, they are also missing out on capturing linear TV audiences. Given this, advertisers should identify the platform that would allow them to know where they can get more viewers. Will their campaign live off through OTT alone? If yes, then maximize it. Will they miss out on a considerable number of local TV viewers? If so, then include campaigns that capture these audiences.

By leaving out any of them, specifically OTT, advertisers would ultimately miss out on profitable campaigns. Therefore, their campaigns should include both of them in the mix by tightening their integration and packaging support for both OTT inventory and broadcast TV.

3. Measuring Attribution

Post pandemic, advertisers cannot afford to be lax when it comes to their campaigns. They have to think that the market would be tighter and the competition stiffer. By using OTT/CTV advertising, they need to come up with campaigns wherein it would be easier for them to measure attribution to identify whether they are providing real value to their target audience. An advertiser’s jobs would not end there, though. They need to continually innovate to ensure both online and offline purchasing of the intended audience.

The world, as we know it, will no longer be the same. Adapting to the new normal should always be advertisers’ top priority while considering how the general public would embrace these changes. Going local, maximizing both OTT and linear TV, and measuring attribution are some of the strategies advertisers can use to make sure that they remain relevant. Advertisers should find ways to make OTT their go-to for increasing their business outcomes.

 

Curious how AlgoriX can help you maximize your OTT strategies? Contact us, and we’ll help your business grow.

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As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

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Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

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A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

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With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.