Browsing by Author "Stanly, Sherine (Con.)"

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    Indian OTT Platforms Report 2021 : Post Pandemic Consumption
    (MICA - CMES, 2021) Dagli, Chirag (dir.); Vyas, Jagat ( dir.); Davda, Jayesh (cc); Vyas, Frenny (cc); Bastain, Leslin (rt); Shah, Mansi (rt); Harmony, Hilda (rt); Stanly, Sherine (Con.)
    OTTs have been growing rapidly as consumer and therefore advertising platforms in India. They offer strong video ad— programmatically as well as brand content hosting platforms. Some are experimenting with gamification and shoppable content, to create more avenues for brands to leverage. When it comes to selecting an appropriate OTT platform, one should be looking at all the metrics mentioned above as a starting point. Given the absence of any single source of measurement across OTT platforms, currently measuring the efficacy of one Vs the other is not easy. Unless one is looking at marquee events like cricket, choosing the right mix of OTT platforms requires the willingness to experiment and learn. Many brands have arrived at the desired mix of OTT platforms by spending across multiple OTT platforms and then measuring response from each. An alternative is to use emerging tools like Google’s Ads Data Hub (ADH), which can be used to determine the incremental reach delivered by each OTT platform in a mix, and therefore use the ones that deliver a good incremental reach.