3 Reasons Why Over-the-Top (OTT) Services Deliver Results
Traditional TV, once the centrepiece of family entertainment and education, has lost its relevance with the emergence of streaming services and mobile devices. With the popularity of Internet TV and streaming channels, viewers can now enjoy comedies, dramas, and other genres of content at their convenience. This shift in viewer preferences has revolutionised the way we consume media, making it more accessible, affordable, and personalised than ever before. Today, streaming services have become the go-to source of entertainment for many, offering a wide range of options that cater to diverse tastes and interests, thanks to the rise of Over-the-Top (OTT) streaming services. In this blog, we'll explore three key reasons OTT services deliver results and why they have become such a popular option for consumers.
What is Over-the-Top (OTT) streaming services?
OTT streaming services are internet-based platforms that offer streaming video and audio content directly to viewers, bypassing traditional cable or satellite providers. With the increase in demand for on-demand content, more and more people are turning to OTT services for their entertainment needs.
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In fact, OTT services have experienced a remarkable surge in popularity among viewers in recent times. This is just another illustration of how the digital landscape is in a constant state of flux, with new trends and platforms emerging regularly. As marketers, it's essential to keep pace with these developments and recognise the potential of OTT as a crucial advertising medium for your products. By leveraging the targeted reach and engaged audiences of OTT services, marketers can effectively promote their products and services and drive meaningful business results.
3 Reasons why you should take advantage of OTT Services
Here are three reasons why you should leverage OTT services as your go-to marketing channel to deliver effective results:
1. The rapid growth of audiences
With a whopping 81.9 million monthly active users and Southeast Asian viewers streaming 9.7 billion hours of content every month, it's clear that OTT is a highly attractive platform. As the majority of these viewers are millennials and Gen-Zs, this is the perfect opportunity to market and display products and services relevant to the younger demographics.
Whether it's fashion and apparel, food and beverages, or electronic devices and gadgets, seeing their favourite celebrities and idols using these products creates a connection and fosters relatability, providing viewers with more reasons to purchase and support them. The relevance demonstrated by celebrities makes these products more appealing to their fellow fans, encouraging purchases and generating sales, directly or directly.
2. Diverse content selection
OTT platforms offer a range of ad formats, from logo and product placements to video ads. This gives you the freedom and flexibility to promote your brand and products, be it a brief appearance during a show or a longer duration video ad to showcase their unique features and selling points. From baby products to automobiles, you can engage with the right audience, depending on the genre of shows you choose.
For instance, an Indonesian leading food and seasoning company wanted to promote its coconut milk. The brand recently leveraged this diversity of options to great effect, participating in a sponsorship package that allowed them to display promotional banners, videos, and logos during a popular Korean original show and multiple original shows on the platform.
3. A less intrusive advertising experience
OTT viewers report higher levels of engagement and less distraction from ads compared to traditional TV viewers. 23% of the viewers agree that they are less distracted when watching OTT, and 14% of them agree that ads on OTT are less intrusive. This platform offers a unique opportunity for brands to showcase their products in a more natural and unobtrusive way without regular ad interruptions in between a show.
By taking this approach, viewers are more likely to form a favourable impression and may be more inclined to explore a product or service. Whether it's a simple brand logo or a promotional banner, OTT provides a platform for advertisers to display ads that complement the content that is being consumed, reaching your target audiences and driving sales for your business.
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