Study: 'Nontraditional' Video Ad Formats On OTT Platforms Growing

Marketers using “nontraditional” video ad formats on OTT platforms look to double their advertising spend this year to $35 million, according to advanced advertising company

BrightLine.

The company estimates that industry-wide advertising revenue in this category will double again next year — to $70 million. Its projections are modeled from BrightLine’s delivery

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data for marketers.

The research here classifies “nontraditional” as interactive advertising units, personalized/addressable creative messaging, and direct-response ads where

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viewers click through and activity can be logged and retargeted from marketers.

Among all nontraditional advertising, Robert Aksman, chief strategy officer of BrightLine, tells Digital News

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Daily that the lead-generation product

announced earlier in the year has taken over as the company’s “fastest-growing format, particularly among the fast-growing DTC marketing category.”

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He adds that geo-addressable units

have become the format of choice for dealerships and quick-serve food, “where viewers get served the closest location during national commercials.” One example is a Jack In The Box commercial that

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offers a specific onscreen location.

Looking at OTT platforms for nontraditional video ads, BrightLine says “it is increasingly becoming a two-horse race between Roku and Fire TV, now

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neck and neck to account for 70% of all enhanced ad impressions.”

BrightLine’s clients include Hulu, NBCUniversal, Discovery Networks, WarnerMedia, A&E Networks, AMC, Tubi TV,

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and more than 2,000 apps.

The company partners with video ad-serving platform SpotX to identify enhanced OTT ad inventory from media owners.

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BrightLine’s programmatic platform

partners include The Trade Desk, Google, Telaria, Adobe Ad Cloud, Amobee, Tremor Video and MediaMath.

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