It can further influence broadcasters to experiment with free or discounted models.
This piece states that though platforms like Netflix operate on a subscription basis, new ad-supported models will open up fresh opportunities for marketers to gather data with OTT. With streaming platforms enabling viewers to watch their favourite show at leisure, streamers remain more engaged than linear TV audiences.
With more engagement, marketers can collect more data regarding consumer preferences. The author argues that when that data is combined with other first-party and device-level data from content owners and platforms, marketers can generate better consumer insights than linear TV.
This data can help broadcasters and advertisers fuel their programmes and campaigns while benefiting consumers with personalised content and relevant commercials. The author contends that this will enable advertisers to micro-target and reach their desired audience.
[5 minute read]