The transformation of TV is happening faster than many anticipated. OTT (over-the-top) viewing is growing exponentially. It’s now the dominant platform for premium video viewing. While advertisers know they must be there, many are still asking: Is it a broadcast or a digital buy?
It’s time we look at OTT advertising differently.
In this golden age of TV, where consumers have more quality content options than ever, they’re embracing the speed at which TV is moving to the Internet, especially if it’s ad-funded and free.
eMarketer estimates there are 193.3 million OTT users in 2017, with 168.1 million U.S. connected TV users. The rise of OTT comes at a time when cable is seeing continuing declines as another million consumers cut the TV cord last quarter, per a DSL Report.
Premion President, Jim Wilson, provides insights on Premion and OTT advertising in FierceBroadcasting’s new eBook “Thrusting Broadcasters into the Digital Future”…
Click here to go to the FierceBroadcasting website where you can download the eBook.
Television’s “big iron” broadcasting systems—vast collections of wires and machines in use since the medium’s birth nearly a century ago—are fading away as operations shift toward the cloud. This massive transition to IP protocols is far from complete but already the industry is trying to stay ahead of its many business implications.
The “on-off” switch still works the same, but nearly everything else has changed about connecting viewers with programming. Signals once transmitted in analog fashion via dedicated satellites and received with antenna are now encoded and distributed digitally and streamed via broadband. And it isn’t just a single industry modernizing in isolation – broadcast TV’s changes are occurring against the backdrop of relentless shifts across media and technology. Video content is now served up via dozens of connected devices, across more than 120 OTT networks and countless websites. Continue reading here…