As the streaming platforms take the world by storm, they have also opened up vast avenues for advertisers and brands to connect with viewers through digital means. The business is now no longer limited to traditional media channels but has expanded to the vast universe of OTT platforms. However, this evolution has come with its own challenges. Unlike the age-old relationship that advertisers share with traditional media, OTTs face the challenge of forging new publisher-agency-brand partnerships. So, what is the scope of OTT advertising ? How is it growing? How can the budgets be swayed from five per cent spent on digital to 15 per cent? What strategies need to be adopted so that a greater share of the pie can move towards OTT?
All these questions will take centre stage at the OTT Advertising and Connected TV Summit 2021 being organised by Indiantelevision.com on 7 & 8 October, 2.30 pm onwards. Among the various themes, the summit will also explore concerns around data privacy, and the metrics that advertisers can use to select the OTT platforms. It will also look at the reach of connected TV in India and how fast it is growing. The panelists will also deliberate upon the advertisers' perception of the medium. There will be presentations from advertisers and agencies as well on how successfully they used OTT and CTV solutions effectively.