With the landscape of OTT always changing we can can’t help but wonder where OTT Advertising will be in 5 years. Who will the main OTT players be? Netflix and Hulu and Amazon? Will Roku still have a large majority of the ad inventory?
Let’s take a look at some of the new trends that are shaping this dynamic form of advertising’s future. Netflix Amazon, and Hulu are no doubt the most common household brand names. But who will gain the most traction and take the OTT cake? Roku is also a common household name, but it facilitates OTT rather than is OTT, so it has the flexibility to integrate with the big OTT players who come along.
Will these big players start to incorporate more advertisements? Will Netflix inevitably find it’s way into a free or cheaper subscription model that offers ads to pay for the cheaper subscription? Likely so, says Jo Ann Ross of CBS. With as much content as Netflix is producing these days, it’s very likely they will look for ways to monetize it.
On the flip side of this, will more tv networks begin reducing the number of ads they show to meet the binge-full consumers that Netflix and Amazon and Hulu have captured? CBS has already tested this with lighter ad spots in its streaming video-on-demand service, so answers are pointing to yes, but to what degree?
Television networks have already joined the OTT landscape in some form. But the question remains, what will they do with their ads, and where will that put advertisers. Data can only tell us which tv networks, ad networks, and ad placements will produce the best user experience, and therefore the best advertising opportunities.
Andy Dixon
