The cookie didn’t crumble, commitments made were not commitments kept. As Google announced that it was moving away from cookie depreciation and retaining third party data, reactions were mixed. What remains certain though is that brands, advertisers, and all digital marketing stakeholders need to continue to strive towards breaking out of walled gardens, and moving (more) into the open internet.
The Trade Desk’s Open Internet Report 2024 then comes at an especially crucial time, as marketers and media planners have to recalibrate their strategies after the developments in the industry in this last quarter.
India's digital landscape, soon to be the largest in the world with 250 million more Indians expected to come online by the end of next year, is undergoing a significant transformation, particularly in how the 18-34 age group consumes content. Platforms like OTT/CTV, music streaming, and online gaming, otherwise collectively known as the open internet, are becoming the go-to destinations for premium content. This shift in consumer behaviour is driven by the appeal of exclusive content and a perception of higher quality programming on these platforms.
However, this change has not been matched by a corresponding shift in advertising spending by most brands. According to the Open Internet report, at present, only 15% of ad spend is directed towards the open internet, despite it being the place where 52% of users' time is spent. This gap signals a significant opportunity for marketers within India, especially when compared to more mature markets like the U.S., where ad spend tends to align more closely with consumer behaviour.
This is why The Trade Desk, as a champion of the open internet, provides distinct advantages in terms of audience engagement and receptivity to ads.
Tejinder Gill, General Manager, The Trade Desk, points out, “To effectively measure brand perception, advertisers using The Trade Desk platform can go beyond reach and frequency and instead use brand lift studies (BLS) to assess key metrics like brand awareness, consideration, and purchase intent. By comparing survey responses from those exposed to ads versus those who are not, they can assess the impact of their campaigns on brand perception. For example, they can analyse data by age, gender, and frequency to refine and optimize performance future media strategies, ensuring their messaging resonates with specific demographics for better results.”
The report notes how consumers tend to be more engaged with content on platforms like OTT/CTV and online gaming than they are on social media. Moreover, ads on these platforms are viewed as less intrusive and more credible, particularly by younger audiences. This makes the open internet a promising channel for brands to create a stronger impact and foster deeper connections with their target audiences.
Pointing out to some of the most fascinating observations of the report, Gill says that to effectively target audiences across various channels on the open internet, marketers need to keep several key factors in mind. “First, understanding consumer behavior throughout the day is crucial. Indian consumers spend a significant portion of their online time on the open internet, with distinct media habits that vary throughout the day. News and music are popular in the morning, gaming in the afternoon, and OTT/CTV in the evenings. By understanding these preferences, brands can reach customers with the right message in the right place at the right time.”
“Secondly, adopting a holistic media strategy is essential. Consumers are spreading their time across the vast open internet, with a preference for premium content on ad-supported OTT streaming platforms. The idea of a single platform being the go-to source for reaching a brand’s target audience is rapidly fading. Today, we switch between watching our favourite shows on our smartphones or CTV, listening to music, and battling it out in online games. Rather than relying on single platforms, marketers should consider the full spectrum of online media consumption,” says Gill.
This approach provides a comprehensive understanding of advertising costs, reach, and consumer attention, delivering insights that isolated platforms cannot match.
“Finally, leveraging omnichannel activation is beneficial as marketers can benefit from omnichannel platforms like The Trade Desk by optimizing their campaigns across multiple channels. This approach enhances transparency, boosts efficiency, and strengthens overall campaign performance. With access to premium inventory and data-driven insights, marketers are better equipped to connect with their audiences at the most opportune times throughout the day,” he concludes.
As India's digital ad spend continues to grow, it is expected to increasingly flow towards the open internet, following the pattern seen in the U.S. This shift presents a valuable opportunity for marketers to reassess their strategies and harness the full potential of the open internet to reach and engage their audiences effectively.
