January 29th, 2015
Advertisers are struggling to reconnect with cord cutters — people who have abandoned cable and broadcast television in favor of online streaming services.
As a result, it’s become more challenging to get advertisements in front of over-the-top (OTT) content viewers who have shifted to the screens of mobile devices. OTT refers to delivery of audio, video and other media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content.
But Rick Miller, vice president of customer insights at Networked Insights, said this shift also presents opportunities for advertisers who can align their TV media buys with the right online programming faster than their competitors. “We expect the profile of the ‘typical’ OTT viewer to change a lot as the segment matures, but today these consumers have distinct habits,” he said.