7 reasons why OTT is a necessary pillar in a brand’s marketing strategy

As users gravitate to OTT for their entertainment, marketers have recognised OTT’s potential in effectively reaching out to their target audiences. What makes OTT even more exciting for marketers is the presence of a highly engaged audience and the capability to target the audience that matters. It’s no longer just about the number of people spending time on the platform, but also the quality of their time spent.

OTTs enable brands to:

1. Reach a highly engaged, affluent audience at scale:

   OTT audiences are not passive. For instance, a large number of viewers engage with the Disney+ Hotstar social feed in addition to watching its content. This enables advertisers to draw the audience into their narratives and connect with them better. So, brands see a direct correlation between marketing efforts and social chatter as well as search results.

2. Leverage a range of content:

   OTT platforms offer an unmatched variety of content – something for everyone. So, they are ideal for contextual campaigns that can span sports, movies and entertainment. Take, for instance, P&G which used contextual marketing alliances, such as women’s hygiene product Whisper’s sponsorship of the film Chhapak, to drive brand visibility and message association. P&G deployed a range of ad formats, achieving one of the most competitive clickthrough rates on the platform.

3. Associate with a brand-safe environment:

   OTT platforms provide safe opportunities across the marketing funnel to tell the brand story. Such narratives are credible, authentic and impart longevity to the message.

4. Be present on impact properties and live content:

   OTT platforms are home to India’s most high-impact properties and live Sports. The reach of live sports, especially cricket in India, is vast. It has greater stickiness than other genres and delivers more when it comes to audience loyalty, attention and interest.

5. Make an impact with a range of options:

   Brands can choose from a wide range of ad formats, from mid-rolls to mid-roll takeovers, pre-rolls, contextual creatives and billboards. In addition, there are also influencer solutions. For example, Brand Labs makes for great storytelling that delivers engagement-led viewing, offering brands an opportunity to plug into fandom.

6. Plan a smart and measurable campaign:

   Traditionally, advertisers relied on demographic data, instinct, and probabilistic matching between ads and audience behaviour. OTT data has changed the game, offering end-to-end data-driven measurement solutions that enable a holistic understanding of the campaign – from planning to delivery. Advertisers can measure better key indicators like brand reach and change in brand perception among others.

7. Be where the customers are:

   The world is going digital and the COVID-19 pandemic has only hastened the process. With everyone having access to smartphones and broadband, the number of viewers looking for their favourite content on OTT platforms is increasing exponentially. OTT platforms offer advertisers a chance to be where their customers are.

   There is no way brands can leave OTT out of their marketing mix with advantages such as these. OTT can only strengthen brands’ strategies, hereon.