FROM TELEVISION TO INTERNET ADVERTISING
Television is listed as one of the life-changing inventions of our time. Throughout its evolution, from the black and white mechanical set to the modern internet-enabled smart TV, it has had a huge impact on the lifestyle of every generation. Subsequently, owing to the multitude of available options in terms of products and services, more and more people are moving from traditional television viewership to internet-based video streaming. This has also led to an increase in subscription-based on-demand platforms such as Netflix, Hulu, etc.
This scenario makes it essential for advertisers and other stakeholders to gauge the relationship between the streaming services and the devices being used for the purpose. This can lead to better analysis and improvisation for effective advertisements.
Contrary to Netflix, which is completely ad-free, there is an increase in the number of ad-supported streaming platforms.
Ad based video on demand (AVOD) is the latest trend which enables viewers to access the videos without paying any money to the content or platform owner, in exchange for having advertisements running alongside or periodically between the entire video. The most common of these built-in apps is YouTube or others like Xumo. The ads are delivered all over the internet and provide advertisers with data for target audiences.
Another option is the use of Free Network apps, where the viewer can watch some videos for free initially but has to pay a subscription fee to unlock all of the content. Sometimes, the service providers may air a few episodes for free, to lure the audience into logging in to the network, thereby getting an opportunity to gather firsthand data about consumer choices and providing advertisers with a more traditional sales strategy.
The Hybrid model is a more viable option where viewers can decide whether to opt for an ad-free or ad-lite version. This is also beneficial for the advertisers as there’s a greater chance of the viewers giving more attention to the ads because of the reduced numbers and duration .
Currently, Virtual Multichannel Video Programming Distributors provide a combination of live and on-demand television but the content is delivered over the internet. Examples include YouTube Live, Hulu Live, Apple TV, and Amazon Fire TV. These digital services offer content similar to cable and broadcast and enable advertisers to target audiences on a local and international level. Another benefit is that the usual viewership on these platforms is more tech-savvy and consists of frequent users.
As web technologies progresses further, internet advertising has become a virtual alternative to traditional marketing methods like TV, radio and newspaper advertising, billboards, etc. Companies are now inclined to spend more money on digital advertising than on traditional media. The fact that there are more than four billion internet users all over the world has given a boost to internet advertising. Buyers prefer to look for products through search engines, follow their favorite brands on social media, and even subscribe to their campaigns through email and notifications. Advertising opportunities today are limitless, but using them correctly and efficiently is extremely crucial. Fierce competition, complicated analytics, and ad blindness are only a few of the problems associated with this field. It is now, more than ever, imperative for advertisers to stay ahead of the trends, through targeted and viewer-friendly content, for creating and maintaining their niche in the world of internet advertising.
Sadiq Sayani
Digified Souls
admin
September 16, 2021 at 12:32 pmknowledgeable articles