This week on TV Talk with Jo Kinsella, Jo sits down with Dr. Gijsbert Pols, Product Strategist at Adjust. Most people associate OTT consumption with TV sets, but mobile accounts for about 22% of viewing time (eMarketer), making it a channel that shouldn’t be ignored by marketers. This episode focuses on the relationship between OTT and mobile, why advertisers (specifically, mobile marketers) should be leveraging it and how the industry can overcome some of the challenges associated with it.
OTT consumption was already growing fast pre-COVID, but it has been accelerated by the pandemic. Gijsbert states that, in the U.S. market, more than three-fourths of U.S. households have at least one subscription to a video on-demand service. Obviously, COVID-19 has expedited this process, but he doesn’t see the numbers going down in the future. Ad spend across OTT and CTV has also been booming.
Viewing on Mobile vs. TV
TV is a traditional form of a social device, as you watch it with friends and family. Even if you watch it alone, anyone can walk in and consume the same content. Mobile is different; it is more individualized and done in a different context. There are more interruptions on mobile, people tend to prefer shorter formats, and based on the figures Gijsbert has seen, people are viewing different types of content.
How should marketers think about ads across mobile and OTT?
Many audiences have shifted to OTT, which means the budgets are bound to follow. OTT inventory can be bought in the way digital marketers use to buy (programmatically). Jo notes that the lines between digital and linear teams are getting blurry and Gijsbert backs up the claim by saying that it is the first stage of what is to come – where all of our devices become blurrier as we use them interchangeably.
“Think of smart speakers. We can see an ad on TV and tell our smart speaker to buy that product immediately,” says Gijsbert.
Check out Adjust’s latest blog posts surrounding this topic:
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