{"id":643,"date":"2021-06-07T17:42:22","date_gmt":"2021-06-07T16:42:22","guid":{"rendered":"https:\/\/staging.phdmedia.com_\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/"},"modified":"2021-06-07T17:42:22","modified_gmt":"2021-06-07T16:42:22","slug":"phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2","status":"publish","type":"post","link":"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/","title":{"rendered":"PHD India CEO Monaz Todywalla discusses impact of OTT"},"content":{"rendered":"<p style=\"margin: 0cm;margin-bottom: .0001pt\"><strong><span data-preserver-spaces=\"true\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">OTT and web series: The new form of advertising by Monaz Todywalla, PHD India CEO<\/span><\/span><\/strong><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">\u00a0<\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span data-preserver-spaces=\"true\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">With some reports suggesting a 40-50% increase in OTT services during lockdown, brands are looking for ways to enhance consumer experience with interactive content. Spending on sports and original titles has nearly doubled in production as OTT players aim to retain viewers with live and novel content. Brands have already been sponsoring web series to target their audience directly for some time now, and product placements are decades old. So what is new in OTT that is causing the market to disrupt?<\/span><\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">\u00a0<\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span data-preserver-spaces=\"true\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">The three key elements are customisation, engagement and interactivity.<\/span><\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">\u00a0<\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><strong><span data-preserver-spaces=\"true\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">Customisation is the prime mover<\/span><\/span><\/strong><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span data-preserver-spaces=\"true\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">Since the onset of the pandemic, the audience of SVOD has spiralled. Consumers are streaming more and more every day. Every viewer has a unique home page on their preferred platform, made possible due to cost-effective ad-tech that helps tailor user experience. OTT devices and platforms are facilitating ad delivery to the consumer in different formats through different routes. Ads that consumers \u2018had\u2019 to complete watching as unskippable can now be tagged through interactive ad units, catering to individual demand.<\/span><\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">\u00a0<\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><strong><span data-preserver-spaces=\"true\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">Engagement, engagement, engagement<\/span><\/span><\/strong><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span data-preserver-spaces=\"true\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">With engagement now being a two-way street, advertisers are thinking about customers strategically. Varied media platforms and their features have proliferated a generation of influencers, and anyone today can create a web series and become a brand ambassador for any product. We even have collaborative web series\u2019 delivered through Instagram Stories too!<\/span><\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">\u00a0<\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><strong><span data-preserver-spaces=\"true\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">The promise of interactivity<\/span><\/span><\/strong><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span data-preserver-spaces=\"true\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">Digitised content can be supplemented with opportunities to create live user-generated commentaries. Needless to reiterate that digital delivery has facilitated better customisation due to the availability of consumer data. With improving digital infrastructure and internet accessibility, interactivity is the promised territory where OTT can land.<\/span><\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">\u00a0<\/span><\/p>\n<p style=\"margin: 0cm;margin-bottom: .0001pt\"><span data-preserver-spaces=\"true\"><span style=\"font-size: 11.0pt;font-family: 'Arial','sans-serif';color: #0e101a\">OTT is the essential media service for content curation and distribution, with quick consumer buy-in and immense potential for brand collaboration. It is the new form of advertising that is here to stay. With the right set of metrics, the impact of OTT is likely to be measured, often leading to a competitive advantage in ad space which will open the road to more innovation.<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>OTT and web series: The new form of advertising by Monaz Todywalla, PHD India CEO \u00a0 With some reports suggesting a 40-50% increase in OTT services during lockdown, brands are looking for ways to enhance consumer experience with interactive content. Spending on sports and original titles has nearly doubled in production as OTT players aim [&hellip;]<\/p>\n","protected":false},"author":100036,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[74],"tags":[95],"class_list":["post-643","post","type-post","status-publish","format-standard","hentry","category-our-views","tag-phd-india"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PHD India CEO Monaz Todywalla discusses impact of OTT - PHD Media Francophone Africa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PHD India CEO Monaz Todywalla discusses impact of OTT - PHD Media Francophone Africa\" \/>\n<meta property=\"og:description\" content=\"OTT and web series: The new form of advertising by Monaz Todywalla, PHD India CEO \u00a0 With some reports suggesting a 40-50% increase in OTT services during lockdown, brands are looking for ways to enhance consumer experience with interactive content. Spending on sports and original titles has nearly doubled in production as OTT players aim [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/\" \/>\n<meta property=\"og:site_name\" content=\"PHD Media Francophone Africa\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-07T16:42:22+00:00\" \/>\n<meta name=\"author\" content=\"melissabrookes\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"melissabrookes\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/2021\\\/06\\\/07\\\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/2021\\\/06\\\/07\\\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\\\/\"},\"author\":{\"name\":\"melissabrookes\",\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/#\\\/schema\\\/person\\\/0031c9fd89cba4bb7ffadda652ce05ef\"},\"headline\":\"PHD India CEO Monaz Todywalla discusses impact of OTT\",\"datePublished\":\"2021-06-07T16:42:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/2021\\\/06\\\/07\\\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\\\/\"},\"wordCount\":369,\"keywords\":[\"PHD India\"],\"articleSection\":[\"Our Views\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/2021\\\/06\\\/07\\\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\\\/\",\"url\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/2021\\\/06\\\/07\\\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\\\/\",\"name\":\"PHD India CEO Monaz Todywalla discusses impact of OTT - PHD Media Francophone Africa\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/#website\"},\"datePublished\":\"2021-06-07T16:42:22+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/#\\\/schema\\\/person\\\/0031c9fd89cba4bb7ffadda652ce05ef\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/2021\\\/06\\\/07\\\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/2021\\\/06\\\/07\\\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/2021\\\/06\\\/07\\\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"PHD Media Francophone Africa\",\"item\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"PHD India CEO Monaz Todywalla discusses impact of OTT\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/#website\",\"url\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/\",\"name\":\"PHD Media Francophone Africa\",\"description\":\"Just another PHD Worldwide Sites site\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/#\\\/schema\\\/person\\\/0031c9fd89cba4bb7ffadda652ce05ef\",\"name\":\"melissabrookes\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b76bfc7eb7635430f6b18d988e490175ff3ad212a6f0710cb716c5f3b4f4f8f2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b76bfc7eb7635430f6b18d988e490175ff3ad212a6f0710cb716c5f3b4f4f8f2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b76bfc7eb7635430f6b18d988e490175ff3ad212a6f0710cb716c5f3b4f4f8f2?s=96&d=mm&r=g\",\"caption\":\"melissabrookes\"},\"url\":\"https:\\\/\\\/www.phdmedia.com\\\/francophone-africa\\\/author\\\/melissabrookes\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"PHD India CEO Monaz Todywalla discusses impact of OTT - PHD Media Francophone Africa","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/","og_locale":"en_US","og_type":"article","og_title":"PHD India CEO Monaz Todywalla discusses impact of OTT - PHD Media Francophone Africa","og_description":"OTT and web series: The new form of advertising by Monaz Todywalla, PHD India CEO \u00a0 With some reports suggesting a 40-50% increase in OTT services during lockdown, brands are looking for ways to enhance consumer experience with interactive content. Spending on sports and original titles has nearly doubled in production as OTT players aim [&hellip;]","og_url":"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/","og_site_name":"PHD Media Francophone Africa","article_published_time":"2021-06-07T16:42:22+00:00","author":"melissabrookes","twitter_card":"summary_large_image","twitter_misc":{"Written by":"melissabrookes","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/#article","isPartOf":{"@id":"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/"},"author":{"name":"melissabrookes","@id":"https:\/\/www.phdmedia.com\/francophone-africa\/#\/schema\/person\/0031c9fd89cba4bb7ffadda652ce05ef"},"headline":"PHD India CEO Monaz Todywalla discusses impact of OTT","datePublished":"2021-06-07T16:42:22+00:00","mainEntityOfPage":{"@id":"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/"},"wordCount":369,"keywords":["PHD India"],"articleSection":["Our Views"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/","url":"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/","name":"PHD India CEO Monaz Todywalla discusses impact of OTT - PHD Media Francophone Africa","isPartOf":{"@id":"https:\/\/www.phdmedia.com\/francophone-africa\/#website"},"datePublished":"2021-06-07T16:42:22+00:00","author":{"@id":"https:\/\/www.phdmedia.com\/francophone-africa\/#\/schema\/person\/0031c9fd89cba4bb7ffadda652ce05ef"},"breadcrumb":{"@id":"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.phdmedia.com\/francophone-africa\/2021\/06\/07\/phd-india-ceo-monaz-todywalla-discusses-impact-of-ott-2\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"PHD Media Francophone Africa","item":"https:\/\/www.phdmedia.com\/francophone-africa\/"},{"@type":"ListItem","position":2,"name":"PHD India CEO Monaz Todywalla discusses impact of OTT"}]},{"@type":"WebSite","@id":"https:\/\/www.phdmedia.com\/francophone-africa\/#website","url":"https:\/\/www.phdmedia.com\/francophone-africa\/","name":"PHD Media Francophone Africa","description":"Just another PHD Worldwide Sites site","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.phdmedia.com\/francophone-africa\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.phdmedia.com\/francophone-africa\/#\/schema\/person\/0031c9fd89cba4bb7ffadda652ce05ef","name":"melissabrookes","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/b76bfc7eb7635430f6b18d988e490175ff3ad212a6f0710cb716c5f3b4f4f8f2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/b76bfc7eb7635430f6b18d988e490175ff3ad212a6f0710cb716c5f3b4f4f8f2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b76bfc7eb7635430f6b18d988e490175ff3ad212a6f0710cb716c5f3b4f4f8f2?s=96&d=mm&r=g","caption":"melissabrookes"},"url":"https:\/\/www.phdmedia.com\/francophone-africa\/author\/melissabrookes\/"}]}},"_links":{"self":[{"href":"https:\/\/www.phdmedia.com\/francophone-africa\/wp-json\/wp\/v2\/posts\/643","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.phdmedia.com\/francophone-africa\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.phdmedia.com\/francophone-africa\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/francophone-africa\/wp-json\/wp\/v2\/users\/100036"}],"replies":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/francophone-africa\/wp-json\/wp\/v2\/comments?post=643"}],"version-history":[{"count":0,"href":"https:\/\/www.phdmedia.com\/francophone-africa\/wp-json\/wp\/v2\/posts\/643\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.phdmedia.com\/francophone-africa\/wp-json\/wp\/v2\/media?parent=643"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.phdmedia.com\/francophone-africa\/wp-json\/wp\/v2\/categories?post=643"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.phdmedia.com\/francophone-africa\/wp-json\/wp\/v2\/tags?post=643"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}