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The OTT Revolution: Why Brands Can’t Afford to Ignore It
The Indian digital landscape is experiencing a monumental shift—cable TV is making way for OTT (Over-the-Top) platforms, and brands are taking notice. With over 500 million digital video viewers in India, and a projected market size of $12.5 billion by 2030, OTT advertising is emerging as the next goldmine for marketers.
But here’s the real question: How can brands leverage OTT advertising to its full potential? Let’s dive deep into this game-changing opportunity.
Why OTT Advertising is the Future of Brand Growth in India
1. Hyper-Targeting: The New-Age Precision Marketing
Unlike traditional TV ads that cast a wide net, OTT platforms allow laser-focused targeting based on demographics, interests, behaviors, and even language preferences.
Example: Zomato ran hyper-localized OTT ads on Disney+ Hotstar targeting IPL viewers based on their city, offering region-specific food deals. The result? A 22% increase in conversions!
Pro Tip: Use programmatic advertising to deliver highly personalized ads and get a better ROI.
2. Non-Skippable, High-Engagement Content
Unlike YouTube, where users skip ads within seconds, OTT platforms have fewer interruptions and higher retention rates. This gives brands a captive audience with greater ad recall.
Example: Swiggy Instamart strategically placed 10-second, unskippable pre-roll ads on Amazon Prime Video, resulting in a 35% uplift in brand recall!
Pro Tip: Keep OTT ads short (10-15 seconds), visually striking, and emotionally engaging to maximize impact.
3. Regional Language Explosion: The Untapped Goldmine
OTT consumption in regional languages is skyrocketing, with over 50% of viewers preferring content in their native tongue. Brands can no longer rely on English or Hindi alone.
Example: Tata Tea created an OTT-first campaign in Tamil, Telugu, and Malayalam for SunNXT & Aha Video. The hyper-local messaging increased engagement rates by 40% compared to national TV ads!
Pro Tip: Invest in vernacular content and storytelling to build an emotional connection with local audiences.
4. Shoppable OTT Ads: Click, Watch, Buy!
Imagine watching an ad and instantly clicking to buy the product. Shoppable OTT ads are the future, allowing seamless transactions within the viewing experience.
Example: Nykaa launched interactive ads on SonyLIV, where viewers could tap the screen to explore beauty products and make purchases directly. This led to a 30% higher conversion rate compared to regular digital ads!
Pro Tip: Brands in fashion, beauty, and e-commerce should explore shoppable OTT ads to reduce the drop-off in the purchase journey.
5. Second-Screen Engagement: OTT + Social Media Combo
The majority of OTT viewers browse their phones while watching. Smart brands are creating cross-channel campaigns that sync OTT ads with social media engagement.
Example: Netflix India & Swiggy collaborated on an OTT + Instagram campaign for “Stranger Things.” Viewers who saw an in-show Swiggy ad were later targeted with Instagram stories featuring exclusive discounts. The campaign achieved a 48% engagement boost!
Pro Tip: Use retargeting ads on Instagram, Facebook, and YouTube after running OTT ads for maximum impact.
How to Get Started with OTT Advertising in India
If you’re a brand looking to tap into the OTT boom, follow these five key steps:
Step 1: Identify the Right Platform – Disney+ Hotstar (sports), Voot (youth content), ZEE5 (regional), SonyLIV (premium), MX Player (mass audience), etc.
Step 2: Choose the Best Ad Format – Pre-roll, mid-roll, post-roll, interactive ads, or in-show product placements.
Step 3: Leverage Data & AI for Targeting – Use programmatic buying to target viewers based on their watch history, geography, and interests.
Step 4: Create High-Impact Storytelling – OTT ads must blend seamlessly with content, not disrupt it.
Step 5: Measure & Optimize – Track completion rates, engagement, and conversion metrics to refine campaigns.
Final Thoughts: OTT is No Longer Optional – It’s Essential!
OTT advertising in India is not just a trend; it’s the future of brand marketing. With deeper audience engagement, hyper-targeted reach, and shoppable, interactive ad formats, brands that jump on the OTT bandwagon today will dominate the market tomorrow.
Want to scale your brand with OTT advertising? The time to act is NOW!
