The emergence and rise of OTT has forever changed the advertising landscape. TV, OTT, and digital video were once clearly defined as separate entities, but the lines between them are blurred, thanks to the wide variety of streaming services and devices now in play.
Learn the top facts to know about the convergence of TV and digital and how to meet the evolving media landscape.
Here’s your factors:
- The first factor disrupting the media buying landscape is the shift to impression-based buying across all media, rather than relying on TV ratings. By changing the standard currency to impressions we can use any source of measurement, including Nielsen, set-top-box data, comScore, and more.
- The second factor is the truth about cord-cutting. Many are cord stacking, which occurs when a cable TV subscriber adds Netflix and other paid OTT services to their lineup.
- The third factor is the evolution of multiscreen viewing. Video viewing has not dropped due to the web; it’s just become spread across more platforms and screens.
- The fourth factor is the power of first-party and third-party data. In an increasingly multi-platform world, audience/consumer data is key to making the most targeted media purchases.
- The final factor? Goal-orientated campaign intelligence. Integrated, cohesive campaign measurement driven by impressions-based buying. With the emergence of this precise “campaign intelligence,” advertisers can now reliably assess how well their multi-platform ad campaigns are performing – and why.