Mumbai: Consumers perceive brands that advertise on OTT/CTV as more premium says a new repoirt from The Trade Desk. When young adults think “premium,“ they turn to the open internet. Consumers are increasingly streaming their favourite content on the open internet. These changing habits have also shifted the way they think about the ads on these channels.
It‘s not just more of their time, but more of their attention online. Young adults are actively seeking content on the open internet – whether that‘s the latest song release, a quick news update, or a blockbuster to end the night. All this focussed attention is good news for marketers who want their messages to be remembered.
Going premium helps you build brand trust: Not all placements are created equal. Ads that appear where consumers are streaming, gaming, and listening have a higher recall and are more trusted compared to social media. Its latest research uncovers the top places for ads to appear. OTT, CTV is 43 per cent followed by music streaming at 42 per cent.Youtube is 39 per cent and social media is 37 per cent.
Today’s biggest opportunities for brands are on the open internet: The open internet is redefining advertising strategies for modern marketers. Already, nearly 8 in 10 Indians have increased their time on the open internet, with 76% expecting this trend to continue.
When one looks at the Open Internet 33 per cent of young adults grew their usage on OTT and CTV as more of their favourite premium content became available. For news, websites it is 27 per cent. For music streaming it is 26 per cent. Online gaming stands at 17 per cent. In terms of the Walled Gardens social media is 26 per cent. Live game streaming is also at 26 per cent and Youtube is at 24 per cent.
