OTT Advertising

What is OTT Advertising?

Thinking about how to get your business in front of more of the right people?  You've probably heard about ads on TV, but have you considered what's happening online?  More and more people are "cutting the cord" and streaming their favorite shows and movies.  That's where OTT advertising comes in, and it's a game-changer for businesses like yours.

Basically, OTT (Over-the-Top) is just a fancy way of saying "watching stuff online."  Think Netflix, Hulu, Disney+, YouTube – all those streaming services.  OTT advertising lets you run your ads within that content.  So, instead of your ad popping up during a show on regular TV, it appears before, during, or after what someone chooses to watch online.

Types of OTT Ads

Within the dynamic landscape of digital advertising, Over-the-Top (OTT) advertising offers a diverse range of formats to effectively engage target audiences.  A clear understanding of these formats is crucial for maximizing the impact of any OTT campaign.  The following outlines the primary categories of OTT ad units:

1. Video Advertising:  Dominating the OTT landscape, video ads offer compelling engagement opportunities through sight and sound.

• Pre-roll Ads: These ads are strategically positioned before the commencement of the desired content. Typically ranging from 15 to 30 seconds, pre-roll ads may offer a "skip" option after a designated period, though this is not universally implemented.

• Mid-roll Ads: Interrupting the content stream at predetermined intervals, mid-roll ads function similarly to traditional television commercial breaks. These ads often command longer durations than pre-rolls and are frequently non-skippable.

• Post-roll Ads: These ads are presented after the conclusion of the streamed content. Post-roll ads offer an opportunity for reinforcement of key messaging or the presentation of a final call to action.

2. Display Advertising:  Mirroring traditional online display advertising, these formats integrate visually within the OTT environment.

• Banner Ads: Static or animated graphical units, banner ads are typically positioned at the top or bottom of the screen and do not interrupt the viewing experience.

• Overlay Ads: These ads are superimposed over the streamed content, often in a semi-transparent or pop-up format. They are generally more prominent than banner ads.

3. Interactive Advertising:  Designed to actively engage the viewer, these formats promote user participation.

• Clickable Ads: These ads encourage viewer interaction through clicks, directing users to landing pages, websites, or special offers.

• QR Codes: Displayed on-screen, QR codes facilitate seamless transitions between the viewing experience and mobile devices, enabling viewers to access additional information or promotions via a simple scan.

• Interactive Content: Certain OTT platforms support more advanced interactive experiences, including mini-games, polls, and other engaging elements, fostering deeper user involvement.

OTT Advertising Options

• Disney+ Hotstar: Hotstar boasts a massive subscriber base and a wide range of content, including popular Indian TV shows, movies, and live sports (especially cricket). This makes it a prime choice for reaching a broad audience.

• Amazon Prime Video: Amazon Prime Video has a strong user base in India, driven by its extensive library of movies, TV shows, and original content.

• Netflix: Netflix is steadily gaining popularity in India with its focus on high-quality international and Indian original content.Netflix often attracts a more affluent and urban audience, which can be valuable for certain advertisers.

• SonyLIV: SonyLIV offers a mix of Indian TV shows, movies, and original series, with a focus on local and regional content.

• ZEE5: ZEE5 caters to a wide audience with content in multiple Indian languages, making it suitable for reaching regional markets.

• JioCinema: JioCinema offers a large library of movies and TV shows for free to Jio subscribers, giving it a substantial reach.With increasing investment in content, JioCinema is becoming a significant player in the Indian OTT market

What are the Advantages of OTT Advertising?

• Precision Targeting: OTT advertising allows for laser-focused targeting, going beyond basic demographics to reach viewers based on their interests, viewing habits, and even purchase intent. This granular approach minimizes wasted ad spend by ensuring your message reaches the most receptive audience, maximizing the impact of your campaigns.  You can tailor your ads to specific segments, increasing relevance and driving conversions.

• Engaged Viewership: Unlike traditional TV, where viewers often multitask, OTT content is typically consumed actively and intentionally. This engaged viewership translates to higher ad attention and improved brand recall. Viewers are more focused on the screen, making them more receptive to your message and increasing the likelihood of a lasting impression.

• Measurable Results: OTT advertising offers detailed analytics and performance metrics, providing transparency and accountability. You can track key performance indicators (KPIs) like impressions, completion rates, click-through rates, and conversions. This data-driven approach allows for real-time campaign optimization, enabling you to refine your targeting and creative strategies for maximum ROI.

• Brand Building: OTT platforms support high-quality video ads, enabling brands to create immersive and engaging experiences.  Tell your brand story through compelling visuals and narratives, forging emotional connections with your target audience.  High-quality video ads can enhance your brand image and create a sense of premiumness, leaving a lasting positive impression.

• Cost Efficiency: While premium OTT platforms may have higher CPMs, the precise targeting and measurable results often lead to a better return on investment (ROI) compared to traditional advertising.  By reaching only the most qualified audience, you minimize wasted ad spend and maximize the impact of your budget, making OTT advertising a cost-effective solution.

OTT Advertising Cost

OTT advertising costs in India can vary significantly, but you can generally expect CPMs (cost per 1000 impressions) to range from roughly ₹2,000 to ₹10,000 or more.  This range is highly dependent on factors like the specific OTT platform (premium platforms like Hotstar or Netflix may command higher rates), the level of targeting (more granular targeting increases costs), the ad format (video ads are typically more expensive than display), the ad length (longer videos cost more), and the buying method (direct buys are often pricier than programmatic).  Therefore, it's crucial to contact the platforms directly or work with an ad agency to get accurate pricing tailored to your campaign's specific requirements and budget.

OTT Advertising Agency

The Media Ant is one of the pioneer agency in OTT Advertising world. As OTT advertising is still in its nascent stage, being an OTT advertising agency we work closely with both the OTT platforms and the advertisers to create custom solutions. Advertisers contact us as an OTT advertising agency to understand their needs, find out the right set of OTT platforms, and to buy the media space at the right price. In case you are looking for an agency that can help you to advertiser on any of the OTT platforms, The Media Ant is the right choice. You can contact us either through email, Whatsapp or call. The Media Ant is the only OTT advertising agency that provides you an assured flawless execution and best rate for your media buy. We will recommend the right filters that can be used to reach your target group more effectively.

Frequently Asked Questions

1. How much does an OTT ad cost?

The cost of OTT advertising in India typically ranges from ₹2 to ₹5 per impression, with video ads often priced higher than display ads. Most platforms, such as Hotstar, Zee5, and SonyLIV, charge between ₹50 to ₹70 per CPM (Cost per 1,000 Impressions). Factors like platform popularity, ad format, audience targeting, and campaign duration significantly influence the cost. Small campaigns may start at ₹1,00,000, while large-scale campaigns with advanced targeting can exceed ₹10,00,000, offering brands precise audience reach and measurable results.

2. How does OTT advertising work?

OTT advertising works by targeting viewers on streaming platforms. Ads can be placed before, during, or after content, and can be personalized based on viewer preferences and behavior.

3. What are the types of OTT ads?

Common types of OTT ads include:

• Pre-roll ads (before content)

• Mid-roll ads (during content)

• Post-roll ads (after content)

• Banner and display ads

4. Which platforms support OTT advertising in India?

Popular platforms for OTT advertising in India include Hotstar, Zee5, SonyLIV, MX Player, and Amazon Prime Video.

5. Can OTT ads be targeted by location and demographics?

Yes, OTT platforms offer precise targeting based on factors like location, age, gender, device type, and viewing habits.

6. What is a good OTT advertising agency in India?

The Media Ant is a top OTT advertising agency in India, offering comprehensive solutions to run impactful campaigns on popular streaming platforms.