How Can Digital Marketers Leverage The Potential Of Over-The-Top Platforms?

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How Can Digital Marketers Leverage The Potential Of Over-The-Top Platforms?

TO THE NEW

@tothenew

February 16, 2022

Media Technology E-market

223

With the advancements in digital technology, there has been a constant evolution of the marketing landscape. The ongoing Covid-19 pandemic has also contributed to this phenomenon and has pushed businesses to embrace agility and identify new avenues of growth.

In 2020, we saw cinema theaters come to a standstill and the rise of over-to-top (OTT) platforms. They bridged the gap by bringing diverse, rich and multilingual content to people's smartphones, laptops and home screens. The something-for-everyone proposition, combined with value-for-money subscription packs and low-cost internet, has made OTT platforms a trend that is not going anywhere. According to research results from Statista, Netflix is expected to have 188 million subscribers by 2025 in the United States alone. Even India's OTT streaming industry is projected to reach $12.5 billion by 2030, up from $1.5 billion in 2021.

Precision Audience Targeting

Every user logs in through their personal accounts on OTT platforms. Doing so gives marketers access to granular consumer data, such as age, gender, region, devices used and browsing patterns. Marketers can leverage this data to tailor marketing campaigns to the target audience. As a result, marketers can reach ideal audiences and deliver relevant, personalized ads while enhancing engagement, saving money and maximizing ROI.

YouTube represents one example of an opportunity to insert customized ads in video content for prospective customers. For instance, if a YouTube video features baby content, user profiling can help place a baby product ad.‍

Advanced Analytics

Marketers can use analytics to track and measure a variety of metrics not available on traditional platforms such as viewability, interactions and delivery efficacy to determine the success of their marketing efforts. These insights can help marketers understand what is working and optimize future campaigns accordingly to maximize conversions.

Cross-Channel Marketing

According to the results of a Harvard Business Review study, 73% of shoppers buy from more than one channel during their shopping journey. Marketers are going all out to disseminate their ads and not restrict themselves to social and search media platforms to meet their target audience.

One innovative way of reaching customers is advertising via OTT platforms. This gives marketers the option of pushing their ad on all the devices (e.g., laptops, TVs, phones and tablets) where viewers access the OTT platform, driving "second chance" business. For instance, if a consumer searches for a pair of headphones but does not buy it, cross-channel marketing would retarget that consumer with headphone ads on an OTT platform using the linked email address.

Promotional Partnerships

Apart from in-show content, digital marketers can use OTT platforms for consumer outreach via off-beat promotional partnerships. These partnerships aim to ride the popularity of certain OTT shows by creating parallel storylines that resonate with the brand persona.

An example case is the recent promotional partnerships by PepsiCo to cash in on the buzz around Netflix’s Spanish show Money Heist. PepsiCo began offering limited-edition cans that incorporated well-known images from the show and a QR code that led to a registration form for a virtual fan party.

Social Media Engagement

OTT platforms are known for their quirky social media posts, stories, videos and responses to fans. Therefore, these platforms enjoy massive, engaged digital fan communities on their social handles. Marketers can leverage this opportunity to engage with these fans via banter, live chats, streaming of live events, social media posts and contests.

In summary, digital marketers have meaningful opportunities by including OTT platforms in their communication mix. The OTT viewership is exploding, and the platforms are inducing behavioral changes in the way people consume content. Marketers can leverage this trend to draw more eyeballs to their brand and target and engage new consumers in an innovative way. By personalizing ad recommendations, they can stand out to their audiences and take their marketing to the next level. This would help them excel in the future of digital media.

This article was originally posted in Forbes.

About the Author

Deepak Mittal TO THE NEW — **By Deepak Mittal, Co-Founder & CEO, TO THE NEW**

An IIT-Delhi alumnus, Deepak is the C0-founder & CEO at TO THE NEW where he leads the development and execution of long-term business strategies. Over the past decade, he has led many strategic initiatives that have had a positive impact on multiple business areas, driving down costs, increasing revenue, and improving the overall performance of the organization.

He spearheads the creation and execution of the overall business strategy for TO THE NEW; and loves being close to technology & action. He is actively involved in technology and delivery related aspects of TO THE NEW. Under his leadership, the company has witnessed tremendous growth with an impressive geographical expansion. Today, it is one of the fastest-growing companies in the space with an annual CAGR of around 60%.

#ott #ottplatform #digitalmarketing #TOTHENEW

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TO THE NEW

TO THE NEW is a Singapore headquartered technology services company that designs, builds & runs digital products and platforms for enterprises, SaaS, and consumer tech companies. TO THE NEW is recognized by global analyst firms like Gartner, Everest, ISG, and Zinnov for our capabilities in digital engineering, Cloud, Data & Analytics. The company also leverages its deep partnership with all the leading hyperscalers like AWS (Premier Partner), Azure, and GCP to provide end-to-end Cloud professional and managed services to our customers. Founded in 2008, TO THE NEW is one of the fastest-growing companies with a growth rate of over 60% since 2017. Our passionate team of 2000+ "Newers" is spread across our delivery centers in Delhi, Dubai, NYC, and Sydney. TO THE NEW is a consistent winner of the prestigious "Great Place to Work" award since 2015 and ranked #47 in the top 100 companies in India to work for in 2019.