Like most industries, the media landscape has been completely transformed by digitalization, drastically altering the ways in which consumers view their content. Viewing patterns are shifting away from traditional television programming to a more on-demand model – and over-the-top (OTT) streaming media services are at the forefront of this movement.
The OTT platform gives advertisers the rare ability to closely target viewing audiences and layer interactive elements into the experience – capabilities advertisers have long valued. However, delivering these features in a complex omnichannel ecosystem is an immense challenge. For content providers to truly capitalize on this opportunity, proper ad testing is a must.