OTT delivers high stickiness with time spent crossing 42-55 min: Chanpreet Arora

Chanpreet Arora, Head - AVOD (Voot), Viacom18 Digital Ventures, delved into the insights and learnings from Voot about all the innovations and breakthroughs that the OTT platform is having in mobile marketing and OTT, for her keynote address on ‘Technology Solutions to Power the Future of Mobile Marketing’ at the 5^th edition of MOBEXX 2021, held yesterday (November 30, 2021).

Commencing her address, Arora noted that being in the business of entertainment has never been so exciting, especially for a publisher-led OTT such as VOOT. “Today, if we just talk about the sheer scale of explosion for us with 91% teledensity, mobile screens have truely replaced television as the first screen in India. Today, on an average, every Indian with access to mobile phone is consuming over 4.5 hours of entertainment and information daily and this is all thanks to our near free data, innovations such as voice keyboards overcoming the challenges of literacy and interface that we have in the initial phases of mobile internet. However, the real hero of this entire piece of stickiness of content consumption is the explosion in multi-lingual informative and entertainment content that has come onto the mobile screens thanks to the OTT platforms across the world and in India,” Arora elaborated.

Talk about VOOT’s learnings and how advertisers are engaging with the platform to make the most of this scaled, immersive content consumption patterns of the users, Arora first highlighted why OTT is so relevant to marketers on mobile. She pointed out how today, mobile phone has become the repository of all our information, mails, banking, transactions, information requirements and entertainment data. “It is one of those platforms that allow a marketer to be able to target its users across the lifecycle of his/ her needs and decision making.

She added that on OTT platforms, one gets an extremely engaged audience at scale vis-a-vis any other UGC platform or any other social media or news platform. “While the number of check-ins per day of daily users will be really high on short information platforms or social media platforms, it’s the OTT platforms which actually deliver high stickiness with time spent crossing anywhere between 42 minutes to 55 minutes and VOOT is no different there. On an average across the year, Voot delivers 43 minutes of TSP per session for our user, which really helps our brands build stickiness and higher recall for all the marketing money spent with us,” she informed.

Why OTT is at the heart of this entire growing mobile marketing story?

Arora explained that it can largely be attributed to three broad factors. First is the availability and access to large scale audiences. Second is sharp demographic and psychographic targeting abilities, and the third is reaching these audiences through deep integrations and contextual marketing, being relevant to their interests and their time of purchase, rather than just simply focussing on demographics.

This is an edited excerpt. For the complete keynote address by Chanpreet Arora, watch below: