Hi Friends,

Even as I launch this today ( my 80th Birthday ), I realize that there is yet so much to say and do. There is just no time to look back, no time to wonder,"Will anyone read these pages?"

With regards,
Hemen Parekh
27 June 2013

Now as I approach my 90th birthday ( 27 June 2023 ) , I invite you to visit my Digital Avatar ( www.hemenparekh.ai ) – and continue chatting with me , even when I am no more here physically

Thursday, 8 May 2025

Data-driven OTT platforms

 Data-driven OTT platforms power-up personalised ads

Extract from the article:

The article highlights how data-driven Over-The-Top (OTT) platforms are revolutionizing the advertising paradigm during the Indian Premier League (IPL), one of the most-watched sporting events in India. By leveraging granular user data and AI insights, OTT platforms empower advertisers to craft deeply personalized ads tailored to viewers’ preferences, behaviors, and demographic profiles. This shift from traditional mass advertising to hyper-targeted, data-informed campaigns marks a tectonic transformation in how brands engage with their audiences during high-profile events, promising greater relevance and impactful communication. Notably, OTT's flexibility allows advertisers to target niche segments within millions of viewers simultaneously, significantly enhancing return on investment.

Moreover, the article underscores OTT’s ascendancy as the preferred advertising medium over linear TV channels, thanks to its scalability and precision targeting. With advances in data analytics and machine learning, OTT providers can dissect viewer patterns, delivering tailor-made content and ads across multiple devices. This burgeoning ecosystem is not just a boon for advertisers keen on optimizing spends but also offers viewers a more personalized and less intrusive advertising experience. The symbiotic relationship between OTT platforms and the IPL encapsulates the future of broadcast advertising — one that hinges on data intelligence, user-centricity, and technological orchestration.

My Take:

A. Personalizing Advertisements : As Envisaged

"Hey, look at what I thought of/suggested about this topic, 3/5/7 years ago. I had predicted this! I had offered a solution for this."

In my earlier blog, I envisioned precisely this paradigm shift — from blanket advertising to highly segmented, addressable ad solutions on TV platforms. I wrote about Tata Play’s initiative to target households differently within the same ad break based on their unique profiles such as geography or subscription type. This concept aligns remarkably with OTT platforms’ use of data to personalize IPL ads today. I emphasized how traditional ads cause 'spillover'—wasting brand budgets on irrelevant viewers—an issue now poignantly solved by data-driven ad targeting. The resemblance between 'splitting a TV ad spot into multiple beams' and OTT’s multi-device, hyper-personalized advertising vindicates my forward-thinking approach.

Furthermore, I discussed infrastructure enablers like satellite capacity expansions and partnerships with ad-tech firms that catalyze this innovation. OTT platforms have taken this vision even further by integrating AI to refine targeting across diverse screens—mobile, tablet, desktop, and smart wearables. Witnessing this trajectory unfold confirms my hunch that personalization is not a fleeting trend but an irreversible evolution in advertising technology. As someone who studied and anticipated these dynamics, it feels gratifying to see the industry embrace a smarter, data-driven future.

B. Personalizing Advertisements : As Envisaged

"Hey, look at what I thought of/suggested about this topic, 3/5/7 years ago. I had predicted this! I had offered a solution for this."

Beyond just targeted broadcast ads, I had speculated about extending personalized advertising into smaller screens and emerging IoT devices using AI. In that blog, I envisioned a seamless ecosystem where ads would intelligently morph depending on whether the viewer was on a desktop, a tablet, a mobile, or even a smartwatch. The OTT IPL ad personalization described in the current article is a living example of that vision actualizing. It highlights how AI not only segments but also contextualizes ads to optimize engagement and minimize viewer fatigue.

This anticipatory insight reflects my deeper understanding of how convergence between broadcast and digital ecosystems would shape advertising’s future. The pandemic-induced consumption surge on OTT and smart devices only accelerated this transformation. Recognizing this early has helped me counsel brands and broadcasters on the strategic imperatives of adopting advanced data analytics and AI-driven personalization. It’s encouraging to see my thought leadership validated by the industry’s ongoing maturation towards more intelligent, user-focused advertising.

Call to Action:

To broadcasters, advertisers, and OTT platform providers: Embrace and accelerate the integration of data-driven personalization strategies to transform your advertising models. Invest in AI-powered analytics and collaborative partnerships with ad technology and measurement firms to unlock hyper-targeted advertising opportunities. For regulatory authorities, facilitate a privacy-conscious yet innovation-friendly framework that balances user data protection with the advertising ecosystem’s growth. The IPL exemplifies a powerful testbed — leverage this momentum to pioneer the next generation of personalized, impactful consumer engagements nationwide.

With regards, 

Hemen Parekh

www.My-Teacher.in

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