Trends to Watch in OTT Advertising

With the ongoing buzz on all things OTT, marketers are eager to integrate this growing medium into their strategies moving forward. Despite the conversations regarding market saturation as the streaming wars continue to soldier on, Disney still saw immediate success with the launch of Disney+, and even took the #4 spot in terms of subscribers after just the first day.

Following the recent launch of our Flip platform, Mike Seiman, CEO of Digital Remedy, lent his thoughts to 60 Second Marketer on what OTT trends he believes advertisers should keep an eye on this year. Check out some highlights below:

• Acquisition: It will be interesting to see if the trend of media publishers acquiring their own DSPs will sustain itself as OTT continues to grow. While it may create a seemingly easy transaction when it comes to selling their available inventory, independent networks keep the medium much more accessible.
• Traffic Accountability: In order for OTT to truly take off, verification tools will need to improve their ability to legitimize the medium and the valuable traffic it is providing marketers. While OTT allows for greater targeting capabilities than traditional TV, there is still much to be desired when it comes to proving that the inventory being purchased, is actually being watched by a legitimate audience.
• Viewability: Although viewability serves as one of the key performance indicators when it comes to investing in OTT, we will need more granular analytics in order to improve success metrics, tracking information, and targeting capabilities. This will allow advertisers to access deeper campaign insights for their OTT campaigns, and provide a better understanding of who exactly is watching their ads.
• Transparency: Creating real partnerships between advertisers and ad tech vendors that believe in the importance of transparency will not only improve the relationship between these two parties throughout the market, but it will give companies access to better consultancy practices, and in turn, greater support for their business objectives.

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