Kelly McMahon, SVP of global demand operations at SpotX, recently discussed some of the top connected TV (CTV) and over-the-top (OTT) trends that developed in 2018 — from increased investments in OTT to better ad experiences for consumers to enhanced data capabilities. Check out this video to learn more about our predictions for CTV and OTT in 2019. Additionally, you can read the full interview with McMahon below.
What’s next for CTV and OTT in 2019?
So, in 2018, buyers were finally ready to invest in OTT. They realized that they can’t reach their audience at scale by just investing in traditional linear TV — given that 34 percent of U.S. households are now cord-cutters.
I think we’ll continue to see buyers invest in this medium and really make it a central part of their media mix moving forward.
In addition to investing more in OTT, I think we’ll continue to see better ad experiences for the consumer, more data, more addressability at scale. We’ll continue to see modifications in programming; we know that media owners are adjusting ad breaks to improve the user experience for their consumers.
Learn more: 2019 Video Advertising Trends infographic
In addition to seeing increased investments in OTT, we’re going to see audience capabilities and audience measurement improve. We’re going to see more live-streaming sports enter the marketplace, and we’re going to see media owners make the ad experience more relevant and engaging to their consumers.
I think we’ll see media owners invest in making their OTT product better and more robust to compensate and off-set for some of the lost subscribers in linear TV. I think they’re going to start unlocking a lot of the data that they have to again make the ad experience more relevant for their customers.
From a global perspective, they’re going to need to invest in more local language programming to start to engage users on their platform with content that’s relevant and literally speaks to them.
Click here to learn more about our top industry predictions for 2019.