OTT Advertising Outperforms Other Media Like Social Media: Gavin Buxton, Magnite

Gavin Buxton, Managing Director, Asia, Magnite, the independent omnichannel sell-side advertising platform, unveiled key insights from the company’s recent streaming platform performance study at the e4m Screenage 2022 conference.

The “India Embraces the Era of Streaming” study found that advertisements on streaming platforms are more likely to capture consumer attention, concluding that marketers serving advertisements on streaming platforms can have more successful results.

The study carried out in partnership with Dynata was based on interviews with 2,500 representative Indian audiences.

During her session, Buxton revealed to the audience the conclusions that emerged as a result of the study. “Streaming is for everyone, so for our research we find that it reaches a mass audience. Streaming is also preferred over TV for connected users that exist,” he said.

The study also revealed that while mobile is the primary device, connected TV is growing rapidly and streaming ads are attracting more attention than other media.

Buxton also noted that the ad-supported method is preferred by people in terms of accessing content over payment and live streaming is now becoming mainstream in terms of sports viewing.

“72% of people who live in urban areas with internet access are streamers. What does this represent in terms of actual numbers?

“There are over 450 million internet users who are streamers in India – a significant number. This is where we really say that streaming has matured and grown in India,” said- he declared emphatically.

He further broke down the results: “Almost two-thirds of Indian streamers (64%) are more responsive to advertising on streaming platforms, with many saying they research the product often (48%) and make a purchase (33 %) after the fact.”

The study also found that free or ad-supported content is better than paying for an ad-free experience. 80% of streamers would rather watch ad-supported content than subscribe to an ad-free platform for a monthly fee.

Two-thirds of streamers also prefer watching streaming services over traditional TV and streamers rank content quality, platform usability and content discovery as the top factors driving their decision to stream. The majority (75%) of streamers are streaming more video content than a year ago, and 66% plan to stream more next year.

When it comes to time consumption, Buxton thinks television still plays an important role. “TV, UGC, social networks, all of this generates around 16 hours of overall video consumption in all these areas, which represents 66 hours per week,” he pointed out.

Speaking on the merits of streaming, Buxton pointed out, “OTT is unrivaled in its ability to engage viewers and we commissioned this study to better understand consumption patterns across India’s rapidly growing streaming audience.”

“A key finding of the study shows that OTT advertising outperforms other media such as social media in terms of attention and buying power. With three quarters of streaming video viewers now more than “A year ago, advertisers should be actively exploring this channel to reach the right audiences,” Buxton concluded.

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