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CTV advertising campaign for healthcare brands Ravi Kumar
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The Evolution and Impact of OTT Platforms: A Deep Dive into the Future of Ent...ABHILASH DUTTA
This presentation provides a thorough examination of Over-the-Top (OTT) platforms, focusing on their development and substantial influence on the entertainment industry, with a particular emphasis on the Indian market.We begin with an introduction to OTT platforms, defining them as streaming services that deliver content directly over the internet, bypassing traditional broadcast channels. These platforms offer a variety of content, including movies, TV shows, and original productions, allowing users to access content on-demand across multiple devices.The historical context covers the early days of streaming, starting with Netflix's inception in 1997 as a DVD rental service and its transition to streaming in 2007. The presentation also highlights India's television journey, from the launch of Doordarshan in 1959 to the introduction of Direct-to-Home (DTH) satellite television in 2000, which expanded viewing choices and set the stage for the rise of OTT platforms like Big Flix, Ditto TV, Sony LIV, Hotstar, and Netflix. The business models of OTT platforms are explored in detail. Subscription Video on Demand (SVOD) models, exemplified by Netflix and Amazon Prime Video, offer unlimited content access for a monthly fee. Transactional Video on Demand (TVOD) models, like iTunes and Sky Box Office, allow users to pay for individual pieces of content. Advertising-Based Video on Demand (AVOD) models, such as YouTube and Facebook Watch, provide free content supported by advertisements. Hybrid models combine elements of SVOD and AVOD, offering flexibility to cater to diverse audience preferences.
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We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
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The Influence of Marketing Strategy and Market Competition on Business Perfor...
CTV advertising
1. CTV advertising
The Role of CTV Advertising in the Shift Towards Digital and Streaming
Media
The rise of digital and streaming media has had a significant impact on the role
of CTV advertising. As consumers become more accustomed to using these
digital services, they are increasingly turning away from traditional television
services and turning to streaming services such as Netflix, Hulu, and Amazon
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of television.
In particular, CTV advertising has begun to focus more on targeting niche
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to more engaging, interactive formats, such as branded content and interactive
video ads.
Finally, CTV advertising has begun to focus more on the overall customer
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2. advertisers are now leveraging the data insights provided by CTV advertising to
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ad experiences that are tailored to each individual user.
Overall, the shift towards digital and streaming media has had a significant
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tactics, interactive ad formats, and insights into the customer journey, CTV
advertising is now better able to engage with streaming viewers and build more
meaningful relationships with them.