Mass personalisation key to gain wallet share in online video advertising in 2018

With the population of smartphone users in India expected to reach the 530 million mark and internet penetration growing, the year 2018 could witness another major leap in online video advertising. Falling data charges followed by a rise in over-the-top video content players will act as a catalyst. It is expected that the government's push towards a digital and cashless economy will further convince advertisers to shift their business models towards online video. With the rise in OTT videos, content players are encouraged to expand their audience outreach through a mix of both international and regional content. Thus, for any brand trying to carve a niche market for its product and reach optimum visibility, online video advertising is becoming a vital part of its marketing portfolio.

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