How to Start Selling Online
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What is OTT and why is it relevant
OTT advertising is advertising delivered directly to viewers over the internet through streaming video services. The maturity of the OTT scene in Malaysia had grown within the past 4-5 years alone, including acceleration of digital adoption within the lockdown period since COVID.
58% of Malaysian OTT views reported that they spend more time on the OTT platform during the pandemic. 69% intend to maintain or increase their time limit spent watching OTT post-COVID.
Usage of share of time of devices used to access OTT
OTT is primarily consumed on smartphone, but Smart TV and multi-devices are on the rise.
88% of all OTT views use smartphone as one of the devices for viewing OTT, followed by laptop and smart TV.
73% of OTT viewers in Malaysia use 3 or more devices to watch OTT.
How does OTT compare to TV and other media channels in usage
On Average, Malaysian OTT views watch OTT 17 days a month and 2.7 hours per day. Malaysia OTT viewers watch more OTT than traditional TV per (2.5 hours per day)
Things to consider when advertising on OTT
It is critical to do mobile-first. Be it choosing video orientation and dimension, the length of video, or even reaching the right audiences, there are several critical factors that advertisers need to consider when launching a mobile-first campaign on OTT:
- Getting Orientation Right: Landscape Video & Vertical Video
- Video Timing Matters
- Maxismise Transparency and Brand Safety
- Make your ads relevant
Getting landscape video right
As consumers spend more time on video, we see a consistent growth in the CTA that is driven by this medium. Top advertisers have recognised this trend and have invested heavily on landscape video as it is easy to convert core assets, and simply press play on their campaigns.
Getting vertical video right
Vertical videos have seen an impressive growth in CTR, year on year thanks to the increase in time spent by users.
Based on the goals that have for your campaigns, choose the right video length, short powerful videos can be a great way to drive a message to your audiences.
Maximising transparency and brand safety
Ensure brand safety by working with partners who deploy effective measures against brand safety concerns.
Work with partners who adopt best in class fraud free practices including adoption of ads.txt and schain
Collaborate with ecosystem partners to not only ensure but measure viewability effectively
Work with leading measurement partners to ensure the efficacy of your campaigns
Partner with players who ensure compliance with privacy standards across geographies and industry bodies including IAB
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