OTT landscape set to evolve in 2019
Details
Michelle Clancy
| 16 January 2019

New offerings will come into play for OTT video services, even as traditional TV will continue to transform for today’s digital landscape.

That’s the prediction from SpotX's 2019 Video Advertising Trends report, which expects that shifting consumer expectations of ad experiences and personal data usage will drive innovations in ad transactions and delivery. Specifically, industry-wide transparency efforts and regulation will spur larger investments in data management, SpotX believes.

“This report made it very clear that both media buyers and sellers must be flexible and ready for change, whether it be diversifying their ad spend or seeking out new global opportunities to increase the value of their inventory,” said Mike Shehan, co-founder and CEO at SpotX. “Data privacy is still a major concern for key stakeholders and the entire industry will need to comply with new regulations. Still, there are so many exciting opportunities this year as technology continues to improve, and we should all feel very hopeful about what’s coming our way — from advancements in addressable TV to data enablement in OTT.”

The report further postulates that global consumer habits will drive OTT innovation. For one, we can expect to see better advertising experiences for consumers as targeting continues to improve for advertisers. Publishers will start to put first- and third-party data in action to increase the value of their inventory; and, we’ll see more initiatives to increase industry transparency and supply path optimisation.