OTT Emerges As Fastest-Growing Source Of Ad Views, Accelerates Redefinition Of ‘TV’

March 24, 2016 | Share this article

Over-the-top (OTT) has emerged as the fastest-growing segment of video advertising views, according to the latest edition of Magna Global’s Media Economy Report. The report, which is being released today by the Interpublic Mediabrands unit, makes the case that OTT is the most dynamic segment of a rapidly expanding universe that now includes linear, non-linear and OTT viewing.

In fact, OTT now represents a “new galaxy” within that universe, Magna Chairman David Cohen says in the introduction to the report. The study, which is chock full of data from Magna and other sources, makes the case that television has reached a tipping point that might require a redefinition of what has long been Madison Avenue’s apex medium.

“One of the things we’re thinking about is whether TV channels go away and become apps,” Brian Hughes, senior vice president-audience analysis and practice lead at Magna, told MediaDailyNews during a preview of the report.

Hughes added that while the way consumers and industry practitioners think about television may be changing, its vitality as a medium remains as important as ever. It’s just becoming more complicated to track, understand and manage.

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