In the world of advertising, OTT (over-the-top) advertising refers to the delivery of television content over the internet without the need for a cable or satellite subscription. With the rise of streaming services like Netflix, Hulu, and Disney+, OTT advertising is becoming an increasingly important part of the advertising landscape.
As we look ahead, there are several key trends that we can expect to see in OTT advertising. One of these trends is the use of interactive and immersive ad formats, such as interactive video and augmented reality. These formats provide a more engaging experience for viewers and can lead to higher levels of engagement and conversions for advertisers.
Another trend we expect to see throughout this year is the increased use of data and AI in OTT advertising. Advertisers can use data to create more targeted and personalized campaigns and use AI to optimize ad placement, frequency, and messaging in real-time.
Cross-platform measurement and attribution will also become increasingly important in 2023 as OTT advertising continues to grow. Advertisers will need to be able to measure and attribute their campaigns across multiple platforms and devices to get a complete picture of how their ads are performing.
Addressable advertising will also become more prevalent in 2023, allowing advertisers to target specific households and individuals with their ads. This will help advertisers reach their desired audience more precisely and accurately.
Overall, OTT advertising allows advertisers to target specific demographics, track viewer engagement, and make data-driven decisions. Using interactive and immersive ad formats, data and AI, cross-platform measurement, and addressable advertising will continue to shape and improve the effectiveness of OTT advertising in 2023.
Contact me to learn more about how I can help you reach your target audience through OTT advertising.
Laura Bove 