FAST & Freemium: Why more & more advertisers are streaming towards Connected TV

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by Lindsey Francy Mar 24, 2023 News
FAST & Freemium: Why more & more advertisers are streaming towards Connected TV

More adventurous brands are making a splash while traditional advertisers are dipping their toes into streaming. The Connected Television (CTV) landscape is evolving with each new login and the following reams of data.

Swati Kardak, Group Account Manager, Media Planning & Buying, SoCheers, believes that with the launch of free-to-air TV, the ball is in the other team's court. Advertisers will be able to widen their addressable audience size as a result of FAST (Free, ad-supported TV). It will ensure a long-term client relationship and attract more viewers to the platform.

Advertisers and brands have a chance to reach a large and engaged audience as subscription plans with ads are introduced. The platforms give access to massive amounts of user data, enabling precise targeting and cost-effective advertising campaigns.

According to the recently launched Gateway to Open Internet report, 33% of consumers perceive ads on OTT/CTV as more premium than those on YouTube and other user-generated content platforms.

Consumers expect to significantly increase their usage of CTV/OTT in the next six months Advertisers can reach a subset of cord-cutters that they can't reach on linear TV thanks to the popularity of Connected TVs.

Tejinder Gill, General Manager, The Trade Desk, said that brands will need to invest in data-driven advertising tools on platforms like The Trade Desk to help them to more effectively target and engage consumers across the multiple OTT platforms that consumers use.

The traditional TV audience will most likely shift towards Freemium due to the fact that they will be able to avail entertainment for free. Advertisers will have to be very careful about picking the right content for their ads on FAST. She says that brands that cater to a larger audience should look at partnering with them.

Advertisers can target affluent audiences with the abundance of content on platforms such as Disney Plus. Advertisers can use high quality content to reach their target audience with the introduction of ad-supported tiers.

The shift in advertising budgets from traditional TV to OTT is due to the precision targeting and real-time measurement offered by OTT models. As competition increases, advertisers need to understand each platform's audience, engagement patterns, and results to make informed decisions.

In order to develop new ad formats that engage viewers and don't disrupt their viewing experience, advertisers can use consumer data from these platforms. Advertisers can use interactive ads, sponsored content, and native advertising to achieve this. He says that Voot has non-intrusive ad formats like sponsored content and integrated ads.

Advertisers and publishers need to analyze the data to learn more about their audience. They can use this to improve their ad campaigns and measure their effectiveness.

Data analysis can be used to create personalized recommendations for each viewer. Advertisers can use data analytic to track ad performance, and publishers can use the popularity of streaming TV to create content that is relevant to their audience.

Frequency capping is important to ensure that consumers are not seeing the same ad multiple times across different OTT platforms. This is where programmatic media buying platforms can be used to help brands retain a positive ad experience.

Experts agree that the Indian market presents a significant opportunity for advertisers and publishers to reach a large and engaged audience. They can create more effective ad campaigns, engage viewers, and increase their revenue if they adopt a data-driven approach.

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