Ad Monetization Platform: Business opportunities within CTV and OTT framework

Monetizing CTV and OTT inventory is the most lucrative trend for ad publishers. Millions of people cut the cable and satellite cord, shifting to VoD services. Cord-cutting accelerates as OTT video keeps growing. The expected number of US cord-cutters—adults who have ever canceled a pay-TV service – to date is 33 million, and by 2021 is bound to climb by 32.8%. This gives to new monetization models for both CTV and OTT inventory owners. Broadcasters and advertisers use this trend to earn a good living with the help of programmatic ad monetization platforms.

To start with ad monetization, you need to partner with the trusted platform to manage your inventory and get lucrative demand offers. This is where TheViewPoint comes in handy. It is an innovative ad monetization platform for CTV and OTT publishers. It provides various ad monetization options for both CTV and OTT content at a fixed rate with no additional fees. When using the platform, monetizing your ad inventory becomes easier and more profitable.

OTT projects: Ad monetization business models

OTT is a technology that provides content delivery on demand to an end-user, over the Internet. What does the OTT business consist of, and what are its key features?

• Just as in any retail business, promotion and marketing are vital aspects. Online video services are no different from other, more familiar services and products aimed at the end-user market.

• An essential aspect of OTT is the simplicity, accessibility, and functionality of modern digital platforms. The simpler, more intuitive the service is on all devices, the higher the number of users. The better the content delivery, the higher the customer’s loyalty to the service.

Using these components of the OTT business, it is possible to evaluate how capital-intensive the business of ad monetization can be. Besides, the commercialization of this service implies different models, in particular – SVOD and AVOD.

• SVOD is a model of a monthly subscription and access to a limited database of video content.

• AVOD is a video-on-demand model in which the service provider does not charge the user for watching the video. However, it places a video ad before, during, and at the end of the video content. Ad monetization, in this case, is carried out when advertising is sold to interested demand partners.

These are the main business models used by service providers in the on-demand video industry. Often the above models are combined, and the user is offered AVOD + TVOD or AVOD + SVOD, etc.

What about the ad monetization platform?

And finally, the ad monetization platform. To maintain sufficient ad monetization profits it is necessary to respond to changing market conditions and new customer requests quickly. In essence, today’s technology provides us with the environment in which the way content is delivered does not determine the content itself. Users can access any content they want any time and any place, and advertisers are not limited to one approach and can become more omnichannel with their advertising messages. All this results in dramatically increased ad profits. Does this mean that ad monetization has become more comfortable for publishers? Definitely.

In 2020 OTT and CTV ads are forecasted to amount to a $5 billion advertising market. There are several options for monetizing ads and transforming relationships with CTV and OTT publishers while avoiding “the middleman fees.” The only task is to find the right, trusted platform for fruitful inventory monetization. TheViewPoint offers an innovative business model that enables CTV and OTT publishers to manage their own ad exchanges, tie up direct deals with premium advertisers and get every penny of their CTV / OTT ad inventory.

This article does not necessarily reflect the opinions of the editors or management of EconoTimes