In today’s digital era, a plethora of content is created and consumed daily across various devices, particularly on OTT platforms. This provides advertisers with abundant opportunities to showcase their brands to a wider audience immersed in the online realm.
Projections indicate that companies are poised to allocate substantial budgets to digital advertising by 2024, with exponential growth anticipated by 2028. However, amidst the deluge of online ads, assessing their efficacy becomes a challenge for advertisers.
Industry experts say it’s crucial to use platforms that can measure how ads are doing and adjust strategies to fit what each advertiser wants. Commerce media is one tool that helps track how ads affect sales.
Yet, the disparity in how different websites and apps measure views complicates matters for advertisers. Take YouTube, for instance, where the definition of a “view” varies depending on the ad format.
While longer, skippable ads require a viewer engagement of at least 30 seconds to be counted, shorter ads necessitate the entire duration or 30 seconds of viewing time.
Any viewer who skips the ad before the designated threshold isn’t considered in the view count.
To deal with this, companies should use data-driven methods, like Google Analytics, to understand how ads are doing and spend money wisely.
Overall, making sure ads work well on OTT platforms means using tools that measure online ad performance accurately and adjusting strategies accordingly.
