Technology company CtrlShift has completed its first step towards integrating the over-the-top (OTT) channel within its enterprise advertising software, The Hub.
The latest update allows advertisers to tap into the ever-growing ad inventory on iflix, the leading premium OTT platform in SEA. Through this integration, marketers will be able to execute, view, edit, report and build goal-oriented and business critical insights on The Hub, using campaign metrics gathered via the OTT channel.
Tapping into the growing OTT market
OTT has become one of the key channels consumers turn to for video content globally. Major growth factors for the OTT market include growth in broadband and fixed data connection bandwidth, and increased usage of smart devices.
“Consumers accessing video content via OTT services on such devices enjoy the benefits of hyper personalisation and improved accessibility. With The Hub, marketers can now leverage OTT’s precise targeting capabilities to effectively reach audiences viewing premium, brand-safe content. We are thrilled to work with iflix who focus on local language content in developing markets, and offer our clients a much wider audience segment and inventory via The Hub, ensuring our position as a truly global platform” said Serm Teck Choon, CtrlShift’s Malaysia Country Head/Head of Product.
“iflix employs thousands of data points across hundreds of traits and behaviours through its proprietary app every day to better understand user signals and measure engagement. Our integration with The Hub makes it easier for brands and marketers to leverage these insights and to align with premium local content and reach their preferred audience segments programmatically,” added Mark Britt, iflix Co-Founder and Executive Director.
The OTT market is expected to experience an unprecedented growth in the next few years. According to IPG Mediabrands’ insights resource Magna, OTT ad revenues are predicted to hit $5 billion by 2020, a 31% growth from its 2019 revenue forecast.
“Through The Hub’s pre-evaluated and integrated DSPs, the curated OTT deals for our clients delivered greater results with an average CTR of 3.15% and a completion rate of 78%, which are higher than the industry standard. We believe iflix provides a solid foundation for our OTT inventory and we will work towards offering more OTT channels in the near future,” added Serm.
Seamless access to a heavily fragmented digital ecosystem
On top of the OTT inventory, advertisers can also access a wide range of pre-integrated, world class platforms across search, social and programmatic, including Facebook, DV360, MediaMath, AppNexus, iPinYou, Verizon Media and Zemanta via The Hub.
In a multi-channel environment, marketers constantly face the issue of disparate, channel-specific platforms that operate in silos, with massive inefficiencies as a result. With The Hub’s single-login and aggregated approach, advertisers can execute campaigns, view and analyse metrics, reports and insights in a unified, consolidated format, driving efficiency and effectiveness of their media dollars across channels.
“The Hub is fast becoming an essential tool for brand and agency marketers as they look to scale and drive efficiency from budgets, no matter where they are spending to connect with audiences,” said CtrlShift chief executive officer Dominic Powers.
“With our horizontal approach to development, whether you are managing programmatic, search, social, OTT or digital out of home, The Hub can future-proof marketing practices, keeping them agile and ready for new developments in the digital media industry, and specifically in any channel where media can be bought in an automated way.”
The Hub serves a wide range of clientele, including agency trading desks and brands from the financial, technology, aviation and publishing sectors. The enterprise advertising software is available globally, serviced by offices in Singapore, Australia, Malaysia, and the UK.