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Latest research demonstrates effectiveness of advertising on premium OTT advertising over mass streaming services
Mumbai: The Asia Video Industry Association (AVIA) has released the second phase of its research into differences between advertising in premium OTT and mass streaming video environments (UGC / video sharing services). While phase 1, completed in 2022, looked at consumer usage and attitudes towards advertising in both environments, phase 2 gauged consumer attention and recall to ads in both a premium and mass environment. Research was conducted between January to April 2023, and conducted by Milieu Insight.
In line with the findings from the first phase, phase 2 established that both product recall (10 per cent uplift) and brand recall (12 per cent uplift) were significantly higher for the same ads when shown in a premium OTT environment over a mass environment.
In terms of actions taken, from searching for more information about the product to visiting the brand’s website, reading reviews etc, there was not a notable difference between behaviour of those seeing ads in a premium or mass environment. And given the higher recall, this still demonstrates that there are likely to be higher conversion rates from ads shown in premium environments.
Phase 1 of the research established that consumers clearly felt that premium OTT was higher quality (58 per cent OTT vs 36 per cent mass) and commanded higher attention than mass streaming video environments (49 per cent OTT vs 35 per cent mass).
Commenting on the findings, AVIA CEO Louis Boswell said, “the results are definitive and support what we have long felt obvious – ads that are shown in premium OTT services are more effective than those you see in social media or video sharing services. We believe there is a huge opportunity for brands to increase the efficiency of their advertising and rethink the allocation of spend across premium and mass video environments. OTT is growing in leaps and bounds, and provides a unique and not sufficiently exploited opportunity for advertisers of all sorts to increase the efficiency of their campaigns.”
Phases I & II of this research is supported by AVIA members Index Exchange, Magnite, PubMatic, The Trade Desk, and Xandr.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
