OTT Advertising Trends in 2023 

Over-the-top (OTT) advertising has revolutionized the way brands connect with their target audience. Cord-cutting, the trend of consumers moving away from traditional cable or satellite TV subscriptions in favor of OTT streaming services, continues to reshape the media landscape. With the rise of streaming services and digital platforms, OTT advertising has become a powerful tool for marketers to reach consumers in a more personalized and engaging manner. As we step into 2023, let’s explore the top trends in OTT advertising and how they are shaping the advertising landscape. 

Programmatic Advertising: 

Programmatic advertising continues to dominate the digital advertising space, and OTT is no exception. In 2023, we can expect to see an increase in programmatic ad transactions in the OTT ecosystem. Programmatic technology enables advertisers to leverage data and automation to target specific audiences and optimize their ad placements. With the integration of OTT inventory into programmatic platforms, advertisers can achieve better-targeting precision and reach viewers across multiple devices and platforms.OTTOHM leverages programmatic technology to enable advertisers to target specific audiences and optimize ad placements across OTT platforms. 

Advanced Targeting Capabilities: 

One of the significant advantages of OTT advertising is its ability to deliver highly targeted ads with audience segmentation. In 2023, we can expect to see more sophisticated targeting capabilities in OTT advertising. Advertisers will have access to granular audience data, allowing them to target viewers based on demographics, interests, viewing behaviors, and even offline purchase history. Advanced targeting ensures that ads are relevant and personalized, leading to higher engagement and conversion rates. With OTTOHM, advertisers have access to granular audience data, allowing for precise targeting 

Ad-supported Streaming Services: 

Ad-supported streaming services have gained popularity among viewers who are looking for free or low-cost alternatives to traditional cable or subscription-based platforms. In 2023, we can expect an increase in the number of ad-supported OTT platforms as more viewers embrace these services. This trend presents an excellent opportunity for advertisers to reach a broader audience and explore innovative ad formats while ensuring brand safety within the OTT environment OTTOHM helps advertisers reach a broader audience by leveraging ad-supported OTT platforms and exploring innovative ad formats within the OTT environment. 

Interactive and Gamified Ads: 

In the quest for higher engagement and interactivity, advertisers will explore the realm of interactive and gamified ads in 2023. OTT platforms provide an ideal environment for immersive ad experiences that allow viewers to actively participate. From live streaming, interactive quizzes, and polls to mini-games and choose-your-own-adventure formats, advertisers can captivate audiences and create memorable brand interactions.OTTOHM creates interactive and gamified ad experiences on OTT platforms, allowing viewers to actively participate and engage with the brand. 

Interactive and Shoppable Ads: 

In an era where consumers demand interactive and immersive experiences, OTT platforms are adapting to incorporate interactive and shoppable ads. In 2023, we can expect to see more ads that allow viewers to engage directly with the original content. For example, viewers may be able to click on a product showcased in the ad and make a purchase within the OTT platform itself. This seamless integration of commerce and advertising creates new opportunities for brands to drive sales and measure the impact of their ad campaigns more effectively. OTTOHM integrates interactive and shoppable ads enabling viewers to engage directly with the content and make purchases within the OTT platform itself. 

Addressable and Data-Driven Advertising: 

OTT platforms gather valuable data about viewers, including demographics, viewing habits, and preferences. In 2023, advertisers will leverage this data to deliver more targeted and personalized ads. Addressable advertising enables brands to reach specific households or individuals with tailored messages, increasing the relevance and effectiveness of their campaigns. By leveraging data-driven insights, advertisers can refine their targeting strategies and optimize ad delivery for maximum impact. Using OTTOHM’s data-driven insights, advertisers can deliver targeted and personalized ads to specific households or individuals, maximizing the effectiveness of their campaigns. 

Integration with Connected TV (CTV): 

Connected TV has gained significant traction, and the integration between OTT and CTV will continue to evolve in 2023. As more viewers embrace streaming devices and smart TVs, advertisers will focus on reaching viewers through CTV channels. The integration of OTT and CTV allows advertisers to extend their reach and engage with viewers on the big screen, creating a more immersive and impactful advertising experience. Native advertising seamlessly integrates sponsored content with the OTT viewing experience, providing a non-disruptive and engaging ad format. With OTTOHM, advertisers can extend their reach and engage with viewers on the big screen by delivering targeted ads on connected TV platforms.

Advanced Measurement and Attribution: 

Measuring the success of OTT advertising campaigns accurately has been a challenge due to the fragmentation of devices and platforms. In 2023, we can expect advancements in measurement and attribution solutions for OTT advertising. Advertisers will have access to more robust tools and methodologies to track reach, frequency, engagement, and conversions across devices and platforms. This enhanced measurement capability will empower advertisers to make data-driven decisions, optimize their campaigns in real time, and demonstrate the effectiveness of their OTT advertising investments. OTTOHM provides robust measurement and attribution solutions, allowing advertisers to track reach, frequency, engagement, and conversions across devices and platforms for data-driven optimization. 

Integration of AI and Machine Learning: 

OTT platforms generate vast amounts of user data, and harnessing this data through AI and machine learning algorithms can provide valuable insights for advertisers. In 2023, we can expect to see increased integration of AI and machine learning in OTT advertising. These technologies can analyze user behavior patterns, predict viewer preferences, and optimize ad targeting and delivery. Advertisers can leverage AI-powered recommendation engines to deliver personalized content recommendations and targeted ads based on individual viewer preferences, increasing the effectiveness of their campaigns. OTTOHM leverages AI and machine learning algorithms to analyze user behavior and optimize ad targeting, ad tech and delivery, providing advertisers with valuable insights. 

Multi-Device Measurement and Attribution: 

As viewers consume content across multiple devices, advertisers face the challenge of measuring the impact of their OTT campaigns accurately. In 2023, we can expect to see advancements in cross-device measurement and attribution in the OTT space,particularly in the era of mobile streaming. Advertisers will have better tools and methodologies to track user engagement and conversion across devices, providing a holistic view of campaign performance. This enhanced measurement capability enables advertisers to optimize their strategies and allocate budgets more effectively. With OTTOHM’s cross-device measurement and attribution capabilities, advertisers can track user experience, engagement, and conversion across multiple devices, ensuring a holistic view of campaign performance 

OTT advertising continues to evolve and innovate, providing marketers with new opportunities to connect with their target audience. In 2023, we can expect to see advancements in programmatic advertising, advanced targeting capabilities, interactive and shoppable ads, integration of AI and machine learning, and cross-device measurement and attribution. By staying abreast of these trends and leveraging the capabilities of OTT platforms like OTTOHM, advertisers can create more effective and engaging campaigns that drive results. As the advertising landscape evolves, embracing these trends will be crucial for brands to stay ahead of the competition and connect with their audience in meaningful ways.