Advertising efforts became a little mundane a few years ago. This is when the explorative journey began, discovering new ways to join the broken communication with the audience. OTT advertisements emerged victorious in maximizing advertising efforts. The rich media elements and exposure to new platforms helped marketers get the desired results.

A brand’s marketing efforts are heavily dependent on its ad campaigns. At some point, users paid attention to simple display ads, achieving effective communication on any platform. However, the times have changed. Static ads go unnoticed by users, especially on over-the-top (OTT) platforms.

So, what shifted in the marketing world? It is a looming question in every advertiser’s mind. The answers – prioritize the user’s attention span and ad-viewing experience. They no longer see ads on hoardings and banners. Today, they have moved on to OTT platforms for their infotainment. Advertisers have gauged the shift and redirected the marketing budget to create OTT-compatible ads. Also, banner blindness is a real issue in the modern marketing world, majorly contributing to the chaos.

What is Banner Blindness?

Banner blindness is a phenomenon when the user selectively oversees mundane banner ads. Their mind does not register the presence of the brand’s ads. It hinders excellent ad performance and gives underwhelming results.

The Psychology Behind Banner Blindness

As per recent reports, 70% of Americans believe pop-up ads are interruptive and slow down their content streaming process. Here are some factors that lead to banner blindness:

·         Single-minded Behavior: Modern users subconsciously identify banner ads and selectively ignore the text or image.

·         Cluttered Space: With so many banner ads displayed on the corners of the screens on OTT platforms, the space becomes cluttered, which gives an unpleasant user experience.

·         Platform Familiarity: Frequent OTT platform visitors are familiar with the content layout and selectively block out banner ads as unwanted information.

The Solution: OTT Ads with Rich Media

The OTT campaign with rich media ads elements are the master stroke by advertisers to counter ad fatigue. Advertisers have identified the key problem is not advertisement but the boring ad format. There are many successful examples of OTT ads used by brands and companies on OTT platforms, giving exceptional results. Top brands, advertisers, and marketers are utilizing video ad builder services to create ads that expand their reach to new and diverse set of audiences. Be it a new product launch, sales promotion, or brand communication, these ads are the go-to for maximum impact.

What is the Impact of OTT Advertising?

Riding on the wheels of Return on Ad Spend (ROAS), OTT ads have an impact on the allocated marketing budget. Its efficacy in grabbing audience attention has overcompensated the loss advertisers made from static ad placements. The success story continues with numerous benefits, such as better audience reach, engagement, and recall value.

When rightly utilized, OTT advertising opens the doors to a new audience group that the brand may not have explored earlier. The reach to diverse and fast-growing audiences helps brands achieve their advertising goals. Combating banner blindness, these ads are highly effective due to the use of rich media elements, changes in ad design, and the use of native ad formats. OTT ads are creating their niche in a relatively new avenue. They are paving the way for innovation, excellence, and remarkability in digital advertising.