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OTT on the advance 

To say that OTT is on the rise in 2020 may be a little understated. As more and more viewers look for better streaming services, the streaming wars are heating up and the match field is overcrowded with platforms. 

Last year, the OTT platforms Apple TV Plus and Disney+ were launched, while HBO Max is scheduled to launch in May. In the US even cable giants like Comcast have recognized the direction in which viewers are heading and are ready to claim their piece of the streaming cake. NBC-Universal, a subsidiary of Comcast, will launch Peacock, an ad-supported streaming service, in April. 

But first, a short introduction to make sure you are up to date in all OTT matters. 

What is OTT? 

Over the Top (OTT) content is streamed over the Internet and viewed on smart TVs, phones, and streaming devices such as Netflix, Hulu, Apple TV, or Amazon Fire TV. In other words, it is content that is distributed via the Internet and not via cable or satellite TV. 

Three advantages of OTT-Aadvertising 

There are countless reasons why marketers spend more of their budget on OTT advertising. Here are three major advantages that OTT advertising has to offer: 

1. Align contents more specifically to target groups

OTT offers marketers the ability to target viewers at a much more granular level than traditional television. How? From online browsing information to purchase history, online data allows you to identify specific audience segments and reach them with highly personalized messages. 


2. Realignment via the channels. 

OTT Advertising allows you to reposition yourself via web and mobile traffic to close the cross-channel marketing loop. Using website retargeting, IP targeting and device ID, marketers can re-target a consumer who has seen their streaming TV ads on their computer or mobile phone.


3. More precise tracking of the attribution. 

Unlike traditional TV advertising, OTT allows you to track the success of your marketing efforts. The ability to link an ad view to a website visit, download, or sale can help marketers see what works and get an accurate view of their ROI.   


Increasingly, people are spending more time in front of the screen, whether for work or leisure.

As part of a Viewability study, Magna examined the digital consumption habits of more than 100 U. S. participants to measure whether people stayed in front of their computers and mobile devices. While the vast majority of participants were physically present, there’s still no guarantee they were actually paying attention. Of course, it depends mostly on the impact of an ad whether it will be seen or not. 

Magna conducted a similar study in December 2019, which found that 29% of TV commercials were broadcast in an empty room. 

The End of the TV-Era 

Subsequently, some have quickly declared the era of television to be over. For the advertising industry, this is not the end of television, but rather an opportunity to combine the advantages of television and digital technology through programmatic technology. 

Further development through Programmatic 

Programmatic OTT technology can and will evolve through a combination of new and existing bidding techniques, ad decision making, audience technology, and collaboration between media providers, technology partners such as SSPs and SSAI providers, and buyers. 

We may not be there yet, but we are on the right track – and this time we must not lose sight of the ultimate goal of enabling communication between a brand and a consumer in a media environment. 

FreeWheel and Adform launch programmatic buying initiative for premium video in Europe 

FreeWheel, a Comcast company, and provider of the industry’s leading video advertising software has announced an expansion of its European partnership with Adform, the integrated advertising platform. The partnership will facilitate programmatic purchasing through their respective software programs – providing superior customer experience and a seamless purchasing process. 

The combination of the parties’ programmatic expertise will result in tailored demand-side platform (DSP) businesses where FreeWheel’s advanced video and connected TV (CTV) inventory is accessible via Adform’s Omni-channel DSP, supported by Odin, the company’s advanced paid media AI. By ensuring that purchases are co-curated, the interest of both publishers and buyers is taken into account, while advertisers are provided with a trusted, consolidated solution that offers the best in both branding and performance. 

The Partnership of FreeWheel and ADform 

With more than 20 years of combined experience in video advertising, FreeWheel and Adform will also establish a common educational program consisting of workshops and webinars for advertisers and agencies to improve their programmatic skills in buying video. 

Justin Beere, VP, DSP partnerships at FreeWheel, said:
 „The partnership will be the first of its kind to treat curated DSP offering packages with the same care as publisher-direct offerings and recognizes the new role that DSP partners play in the programmatic purchasing ecosystem. The investment in media automation was already a great success for us in the USA, so it seemed natural to us to transfer this approach to the European market as well“. 

„The partnership will be the first of its kind to treat curated DSP offering packages with the same care as publisher-direct offerings and recognizes the new role that DSP partners play in the programmatic purchasing ecosystem. The investment in media automation was already a great success for us in the USA, so it seemed natural to us to transfer this approach to the European market as well“. 

Filippo Gramigna, VP Global Commercial Partnerships at Adform, commented: 
„We are very pleased to further enhance our strategic partnership with Freewheel. Video ads continue to show high growth rates as brands invest in this format that consumers love and consume across all channels. Now with CTV, the opportunities become even more interesting, and that’s why it’s so important to invest in additional training and curation to get the campaigns right and achieve the goals”. 


Conclusion 

A new era in marketing has begun. Streaming-services are multiplying and the match field for ads is expanding. We have to use this opportunity not to linger on the reserve bench but to stay active on the ball! 

Disclaimer 

We hereby expressly do not declare that we are the author of the post or the content it contains. It is our intention to summarize the essential information from several sources and to provide our site visitors with knowledge about our services.

Sources and further links

Forbes
AdWeek
FreeWheel
ExchangeWire
Pubmatic

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