In the world of advertising, OTT (over-the-top) refers to the delivery of television content over the internet without the need for a cable or satellite subscription. As we look ahead to 2023, there are several key trends that we can expect to see in OTT advertising. One trend is the use of interactive and immersive ad formats, such as interactive video and augmented reality, which provide a more engaging experience for viewers. Another trend is an increased use of data and AI in OTT advertising to create more targeted and personalized campaigns. Cross-platform measurement and attribution will also become important in 2023 as OTT advertising continues to grow. Addressable advertising will also become more prevalent, allowing advertisers to target specific households and individuals. Overall, OTT advertising will continue to shape and improve the effectiveness of advertising in 2023.
Author: Laura Bove
Media specialist at DCW MEDIA
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