As we head into this year’s NAB Show, there’s never been a more exciting time for the growth and investment in the future of OTT (over-the-top) content, advertising and related services.
Latest ComScore data reveals that more than 49 million homes — 53 percent of U.S. Wi-Fi connected homes — accessed at least one OTT service. Moreover, these households were active in viewing OTT content, doing so an average of 19 separate days during the month, and for 2.2 hours per usage day.
It’s also not just millennials. More than 60 percent of OTT viewers are age 25 to 54 years old – that’s more than 90 million viewers (source: eMarketer).
While we’ve reached a tipping point for OTT as more consumers are either cutting the cord or migrating away from traditional linear TV, we’re just scratching the surface with OTT advertising. It’s still a new, emerging frontier. According to Forrester, 2017 could be the year for OTT advertising.
For now, advertisers and marketers need help to navigate the highly fragmented space through a simplified buying process for OTT.
At NAB, we’ll be hosting our panel session: TEGNA Presents: Future of OTT Advertising: Meeting Customer Expectations with Advanced TV Experiences.
Our panel will feature innovators from Premion (Tegna OTT), Pluto TV, MadHive, ColorTV and CitySpark, who will share insights on OTT advertising strategies, monetization of content for OTT, how to meet customer expectations and the importance of data in Advanced TV experiences.
Our session will address:
- What strategies should advertisers adopt to reach this rapidly, growing audience?
- What’s the most effective ways and what kinds of campaigns work best to reach cord cutters and those migrating away from traditional linear TV?
- What are the challenges this fast growing segment faces as it scales?
If you’re attending this year’s NAB, I invite you to join us at our session on Tuesday April 25th @ 12:30pm for an engaging discussion on the future of OTT advertising.
—Jim Wilson, President, Premion