With OTT At ‘Critical Mass,’ Ad Experiences Take Precedence: Omnicom’s Candela
Lots of OTT television choices means a boon for consumers, but it also means programmers must balance ad loads better. “That’s certainly a place we have to keep an eye on with OTT,” says Onmicom Media Group’s Sal Candela.
“A lot of viewers flocked to OTT very early on from the fact that it gave them a lot of choice,” the President of Enterprise Partnerships adds in this interview with Beet.TV. “I think beyond that it was probably a slower place for advertisers to start to market their products and services. And now that reach has hit critical mass, we see a lot of advertising in the space.”
With so many platforms to consider agnostically across linear TV and OTT, scale and reach are top priorities. “And by and large, we’re seeing a tremendous amount of growth in that area. The plumbing and the framework behind it related to technology and data, a lot of that is being built in and it’s being built from a digital lens.”
Content is part of the Beet.TV Video Series “The Next Big Thing for Advertisers: The Growth of Direct to Consumer Streaming”, presented by Premion