Television

OACT2021: Understanding the world of OTT and CTV Advertising

The two-day event being organised by Indiantelevision.com, began on Thursday.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/10/09/oact.jpg?itok=n3FkBAH2

Mumbai: The first session on day one of the OTT Advertising & Connected TV Summit 2021 saw Kurate Digital Consulting founder partner Uday Sodhi nudging the panel led by Madison VP-Digital products/performance Chintan Soni, ALTBalaji SVP - revenue and marketing Divya Dixit, Affle – co-founder, head- Agency Relation, chief of staff Madan Sanglikar, and MX Player and MX Takatak SVP head of revenue Viraj Jit Singh to share their understanding of the world of OTT & CTV advertising.

The two-day event being organised by Indiantelevision.com is co-powered by mediasmart, an Affle company and summit partner – The Q. 

As the panellists addressed the fundamental question around synergies and distinctions between OTT and CTV on the buying and selling side of the business, the overarching insight that emerged was that the imminent CTV revolution is being powered by two engines – the OTT platforms and OEMs which bring together the software or the content and advertising solutions and the hardware or the affordability and technology, respectively, along with their individual contribution to the ad inventories.

Currently, there are about 500 million OTT users (including YouTube) in India. OTT platforms have played a crucial role in driving the content ecosystem with unique narratives. The pandemic further accelerated the rate, scale and quality of the content being delivered, as well as the mainstreaming of the medium. This has led to viewers looking for an enhanced experience of OTT offerings on smart TVs, most of which are more affordable than smartphones today.

According to Madison’s Q2 report, smart TV shipment grew by almost 65 per cent, claiming an 80 per cent share of the total TV shipments; their massive adoption being fuelled by starting price points as low as Rs 15,000.

Although the panel unanimously believed that both OTT and CTV will coexist in the future, some changes are inevitable. Divya Dixit observed that going forward “two parallel narratives of individualistic and inclusive viewing will emerge in the OTT space, with the growth in the latter driving certain genres of content.” In the context of evolving commerce, she stated, “As OTT platforms and OEMs grow their partnerships, they will evolve new business models, perhaps working on revenue sharing for content or on active marketing push, together.”

Sharing his understanding of viewership trends Viraj Jit Singh of MX Player and MX TakaTak said, “The last five years have seen a huge transition in user behaviour and experiences as they moved from linear to on-demand viewing, but what we are seeing now is a shift back to TV as the screen for consumption of OTT content due to the large screen experience it offers. So platforms like us are working on tech as well as programming to ensure that we have enough to offer a CTV consumer in the near future.”

From an advertising perspective, Singh shared that there’s significant demand for CTV, however, despite the reverse migration, he hasn’t come across any advertiser asking for separate measurement for CTV and OTT campaign impact yet. “We are still in the early days of CTV advertising and monetisation, though the expectation is that it will pick up from where mobile is today. The two platforms are different in terms of user behaviour such as time spent, length of viewing sessions, daypart and more importantly reach, with CTV targeting more than one person at any given time. Hence CTV advertising rates are higher, and also because marketers have a perception of the CTV audience being more premium than their mobile counterparts," he said.

According to Madison’s Chintan Soni, CTV advertising is nearly 2-2.5 times more expensive than purely mobile-based advertising, however as the pool size grows, efficiencies will be better.

There are 20-22 million MAU on CTV, and the segment is growing faster than HD which is at 40-44 million as per Madison’s monthly report. Soni believes that by 2024 these figures will be comparable.

Speaking in the context of advertising, and whether CTV will evolve its own ad ecosystem, he added, “Owing to its precision targeting capabilities and the immersive experience of the big screen CTV will be the ‘Next Big Unlock’. There will be a paradigm shift in the video advertising market wherein the KPIs and measurement will have to be changed. We cannot be measuring on regular metrics like CTR and VTR for CTV. A reach-frequency matrix or awareness/consideration score will be more apt for this platform.”

Affle’s Madan Sanglikar asserted that the combining of TV and mobile metrics will lead to much higher levels of measurability. Commenting on the nuances of CTV advertising and what it brings to the table, he said, “While all aspects of digital targeting are available with CTV, the next step is to interact with the user. Almost all studies done so far have indicated that people engage with more than one device at any given time, and this is to the benefit of advertisers. Even though the current ecosystem is dominated by app-first advertising, one of the ways is to re-target the ad to the mobile handset so that the user can engage with it after having viewed it on the big screen where they are less likely to click/swipe it away. This translates into the advantage of a larger approach coupled with an interactive experience.”

For more information: https://indiantelevision.com/events/oact-summit-2021/

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/trai-logo.jpg?itok=PnO_QoX3
Supreme Court defers NTO 2.0 hearing to 15 February 2022

The Supreme Court bench of Justices UU Lalit, S Ravindra Bhat, and Bela Trivedi has deferred hearing in the New Tariff Order (NTO) 2.0 case to 15 February 2022. The matter pertains to a bunch of petitions filed by IBDF and certain broadcasters against the Bombay high court order on the...

Television TV Channels Terrestrial
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/punit_pandey.jpg?itok=_L4ZKNAE
9X Media CBO Punit Pandey takes additional charge of revenue

Mumbai: 9X Media’s chief business officer (CBO) Punit Pandey has taken additional charge of revenue for the network. Being part of 9X Media’s executive team, he will continue to work closely with the board of directors to drive the next phase of growth for the network. An industry veteran with over...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/pogo.jpg?itok=7EfQ61Rx
Pogo launches Telugu language feed

Mumbai: WarnerMedia kids’ entertainment TV channel Pogo has announced a new Telugu language feed to reach more homes in Andhra Pradesh and Telangana.

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/zee.jpg?itok=7o997z2i
Zeel acquires media rights for Emirates Cricket Board’s UAE T20 League

Zee Entertainment Enterprises Ltd (Zeel) has signed a 10-year media rights deal with Emirates Cricket Board (ECB) for their upcoming UAE T20 League. The broadcaster makes its return into sports broadcasting after its non-compete agreement with Sony Pictures Networks (SPN) India expired.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/30/star.jpg?itok=27CMzNn_
Star and Disney India postpones new channel launches till further intimation

Star and Disney India has deferred the launch of 15 (SD+HD) channels and renaming of one channel until further intimation. “This is to inform all distributors of television channels that the launch of following 15 channels and name change of following one channel have been deferred till further...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/news18-india.jpg?itok=1pS1uLwW
News18 India to host ‘News18 India Chaupal’ on 1-2 December

News18 India to set to host "News18 India Chaupal – Desh Ka Sabse Bada Manch" on 1-2 December. The event will be telecasted on News18 India channel from 6 p.m onwards on 1 December and 11 a.m onwards on 2 December.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/star-sports.jpg?itok=XO0O3ENp
India vs New Zealand opening T20 match garners 73 million reach

The opening match between India and New Zealand, in the T20 international series that began on 17 November, garnered a reach of 73 million (2+U+R) becoming the most-watched T20 opening match in the last three years.

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/zee-1.jpg?itok=ENNZJsip
Zeel-Invesco case: Bombay HC to continue hearing on 30 Nov

At the Zeel-Invesco hearing held on Monday, the division bench of the Bombay high court decided to continue the hearing on 30 November. On 29 October, the court had granted a temporary injunction against the requisition notice by Invesco.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/11/29/think.jpg?itok=WeqZaYMX
Believe buys out Think Music to boost South India position

Mumbai: Digital music company Believe has acquired Think Music, a South India-based music label. With this acquisition, the company wants to further strengthen its position in South India. “The acquisition will help Think Music accelerate the growth and monetisation of its whole catalogue by...

Television TV Channels Music and Youth

Sign up for our Newsletter

subscribe for latest stories

* indicates required