The Over the Top (OTT) media services market in India is growing at a steady pace. Native Indian OTT platforms such as Hotstar, SonyLiv, Voot, Zee5, MxPlayer, and Alt Balaji have come a long way forward. They are proving to be tough competition for popular platforms such as Netflix and Amazon Prime.
How OTT Platforms are Spearheading Programmatic Advertising
Consumption of content on the video streaming platforms continues to surge just as the ongoing COVID-19 crisis continues to impact everyday life. The pandemic will lead to a major shift in consumer behaviour as most people will begin/continue using Google Chromecast and Amazon Fire Stick or shifting to the new age smart TVs for caching and viewing OTT content. Over the last few years, many of the OTT platforms have really forged ahead in terms of incorporating new age advertising technology, consolidating the data management platforms (DMP); as well as discovering new means and methods to enhance the data by collaborating with third party established data providers, and developing new ad formats. The upper funnel of marketing is focused on awareness, reach, frequency and other kinds of brand metrics while the bottom funnel is more focused on engagements. The OTT players are combining these two funnels.
Marketers are showcasing connected TV/over the top (CTV/OTT) through their advertising campaigns. they need to strike a balance between brand building and direct response. CTV/OTT is modifiable for personalization. It is also more targetable and measurable than traditional television. Mass brand advertising can continue going forward by using CTV/OTT as a medium.
Microsoft Advertising has added several new features in recent times, the most prominent one being the updated user interface (UI). Microsoft has reiterated its ‘Advertising Editor’ as well. All these changes have been part of their rebranding strategy. Visitors will find a popup/icon asking them if they want to switch over to the new UI.
Latest Features of Microsoft Advertising User Interface
Changes have been made to the ‘Overview’ section and the ‘Account Summary’ section. New features such as ‘Double Sidebar Navigation’ and other extensions to the ‘Microsoft Ad tools’ section have been added. Listed below are the changes made and the new features added:
The ‘Overview’ section is a very resourceful addition for the ad manager. It keeps track of the performance of one ad account or all the accounts in the user’s ‘Business Manager.’
Account Summary section
All the buttons and dropdowns in the ‘Account Summary’ section have remained the same. Only the sequence in which they are presented has been changed. The front and center position has been occupied by the search field box. The custom columns, downloads, and segments options have been shifted to the far right of their usual position.
Double Sidebar navigation
Users navigating between different ad accounts or other search engines find it easier to switch the contexts with the help of the double sidebar. This is also possible when users move from an open to a collapsed view of the sidebar and vice versa.
Microsoft Ad tools
The Merchant Center link is in a spot different from that in the previous user interface. Links to Microsoft Ads Editor and intelligence tool are also provided.