Author: John Vilade, Head of Sales, Premion
The pandemic has accelerated consumer behaviors and trends that are redefining a new era of TV consumption — OTT viewing is now the ubiquitous form of TV viewing. While the cord-cutting and streaming shift was well underway, consumer adoption of OTT services increased dramatically last year with the surge in home-bound audiences turning to streaming platforms as their primary source of video entertainment and information.
Last year was a defining year for ad-supported OTT growth. Advertising Video on Demand (AVOD) and Free Ad-Supported Streaming TV (FAST) services have proliferated. These free and lower priced ad-supported subscription tiers are an attractive value proposition for cost-conscious consumers and offer brands a way to activate OTT audiences with highly popular content. In 2021, we continue to see strong growth in virtual multichannel video programming distributors (vMVPDs) or skinny bundles of OTT services as replacements for traditional cable services.
We’ve developed a new white paper with BIA Advisory Services to help advertisers navigate the increasingly fragmented and complex OTT marketplace and provide insights for effective planning, buying and measurement of streaming TV advertising. With the rapid growth in streaming audiences, advertisers are re-adjusting their media mix to shift bigger budgets to CTV advertising, and thus will begin to close the gap between CTV viewership and ad spending.
Key Advertiser
Takeaways from the Report:
Download “A Marketers Guide: The New Rules Ahead for Streaming TV Advertising” for insights on driving CTV and OTT advertising success.