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By 2023, the number of OTT video subscriptions worldwide is projected to reach 1.81 billion.
In 2020, in Latin America it was recorded that OTT platform subscribers reached 98.7 million.
In 2021, the estimated ad spend on CTV in the United States was $10.81 billion.
At present, the television industry has evolved with the appearance of new platforms of streamingvideo on demand and televisions connected to the Internet. These new ways have driven the ways in which we consume the various contents, and also thanks to them innovative solutions have emerged for the media to impact the audience with segmented and personalized advertising based on interests such as addressability.
Before starting on the subject, it is important to define and learn more about the addressabilitywhich is the ability of a digital device to individually respond to a message sent to many similar devices. Examples include pagers, mobile phones, and pay-TV set-top boxes.
In this sense, advertising addressable You can avoid falling for the same ads for all viewers, as instead of targeting mass audiences, campaigns are profiled by groups of viewers. That may mean that everyone you’re watching the same show, but not everyone is watching the same ad.
Specialists point out that addressable TV is the ability to deliver different advertising content to different audience segments watching the same TV show on IPTV (digital television) decoders or on connected televisions, based on specific audience targets.
In the digital world we live in today, according to eMarketer figures globally, by 2023 the number of OTT video subscriptions is expected to reach 1.81 billion. For its part, by the end of 2020 in Latin America, it was recorded that OTT platform subscribers reached 98.7 million and it is estimated that by 2023 they will be 114.5 million.
Taking into account the use of Addressable TV, the same source highlights that advertising, OTT provides greater data transparency, since it is known to whom the content is sent. An eMarketer report details that the estimated advertising investment in CTV in the United States for 2021 reached 10.81 billion dollars, and the percentage of this type of advertising implemented through programmatic buying grew 59.4 percent by 2021.
How the media can improve addressability
According to information from Alejandro Roman-Fuster, Director of addressability, for Latin America on LiveRamp on “addressability is a concept that has spread globally as one of the alternative solutions for the end of cookies of third parties. Specifically, addressability refers to the ability of publishers and advertisers to target or connect with consumers across digital channels and devices in a transparent and privacy-conscious manner, without relying on third-party cookies. This would allow for more personalized and effective campaigns.”
In this sense, the platform specialized in data connectivity for the safe and effective use of these, highlights that the publishers can better connect with their audiences through content and personalized campaigns in the face of the obsolescence of cookies if they start collecting their own data.
“Regardless of the form, the identity accreditation of users or consumers will be crucial in the future. Even if you don’t have a complex team of data scientists, building a robust foundation is vital.
Among his recommendations for the media that want to apply these strategies well is to start with a newslettercontests or simply collecting emails when a user leaves a comment.
In that same order, he maintains that another key to success in addressability is to make consent explicit, since this aspect is essential today to gain the user’s trust.
“It is essential to work on the terms and conditions or privacy policies to offer the user relevant information, which mentions their rights and allows them to make informed decisions,” the report adds.
LiveRamp details that other keys are to have knowledge of the different laws that regulate the collection of user datamake use of the technology already available for your business.
“It is not necessary to be an expert in everything; many companies are already at the forefront of technology and are willing to help you. From monetization companies like 152 media, to technology partners like Frontaly, both of which are also official representatives of LiveRamp, they can provide advice and recommend you about the different options available in the market”, he asserts.
This shows that despite the current changes, the main source of income from television has always been advertising. and advertisers already prefer the internet, because the network allows them to reach more specific audiences, generate more data and create ads that are more tailored to the needs of viewers.
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