How Can Advertisers and Publishers Leverage OTT and CTV During the COVID-19 Crisis?

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The threat of the coronavirus continues to wreak havoc across many industries. For digital advertisers, however, the COVID-19 presented a valuable opportunity that they should not miss. With many people staying at home and looking at ways to entertain themselves, TV and streaming viewership enjoyed an expected surge. Given this, advertisers are now banking on their over-the-top (OTT) and connected TV (CTV) advertising strategies to preserve their organization’s bottom line. With more advertisers using these ad strategies, the current market now has an oversupply of CTV advertisements, and those that employ programmatic in their CTVs are poised to gain much from the growing demand.

 

Navigating the CTV Ecosystem: What It Means for Publishers and Advertisers

Most publishers face the dilemma of safeguarding their revenues without the risk of being viewed as an organization taking advantage of the current economic uncertainty. For publishers, the challenge is to provide new opportunities that advertisers can leverage—at the same time, making sure that their audience would not get second-rate services.

Advertisers, on the other hand, need to work doubly hard. They need to make sure that they deliver the right message to the right audience at the most opportune time every day. How can they achieve this? Advertisers need to use contextual insights based on real-time data. They also have to redefine their goals by altering their messaging and reviewing their targeting and activation strategies to produce optimized campaigns. And this is what AlgoriX’s programmatic advertising platform has been delivering to its stakeholders – an opportunity for brands and publishers to combat the potential risks that can be brought about by the current global crisis.

 

Focusing on People

Looking into the current ecosystem, one can see that the audience volumes continue to increase in all platforms, with some venturing into new channels such as OTT and CTV. This presents an opportunity for publishers and various tech companies to get first dibs on this valuable information. They have the responsibility to share this with other stakeholders and, at the same time, come up with solutions that would allow brands to work on their campaign expenses. However, digital advertising must not forget to focus on people. While it is perfectly okay to spend hours thinking of algorithms, platforms, and ad servers to a great degree, they should factor in the consumer experience. They must, as much as possible, simulate TV experience.

 

Adapting to the New Normal

Like publishers, brands should also be careful not to be perceived as an organization that only wants to profit from the current crisis. At the same time, they also have to leverage this time to secure their position the best way possible, and this means adapting to the new normal.

Let’s take, for instance, advertisements that highlight the need for doing outdoor activities. These brands must then make sure that they adjust accordingly. They can no longer convey such a message because going outdoors is no lo longer acceptable. They have to come up with multiple ad formats that can convey their message in the context of how the consumers behave.

 

What’s Ahead

Both publishers and advertisers should prepare to see changes in audience demographics in terms of the OTT and CTV advertising ecosystem. There would also be differences in how the audience will consume content. With the current status, there is an expectation of a fragmented content consumption using different devices.

What does this mean for advertisers?

This means that publishers would work towards looking for different ways to provide advertising to their audience. To achieve this, they would make sure that the campaigns worked on various platforms while ensuring performance measurement. Publishers would also work on protecting their assets by optimizing campaigns that would be able to stand any crisis, no matter how sudden it could be.

Want to know how AlgoriX’s programmatic advertising can work for you? Contact us and our partners can provide you with the information you need.

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Pranav Kataria

Associate Director, Programmatic Strategy

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.

Ray Xia

VP, AlgoriX Partner Studio

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.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

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.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

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.