HOW IS TECHNOLOGY AFFECTING THE OTT ADVERTISING LANDSCAPE?
Technology is significantly transforming OTT advertising by leveraging advanced analytics, targeted advertising, and blockchain for transparency and data security. As a Web3-focused platform, we incorporate decentralised protocols to ensure that advertisers can verify where their ads are being placed and how they are being engaged with.
This technology also enables a more personalised advertising experience, allowing brands to reach their desired audiences more effectively.
From a user point of view, users are more inclined to engage and convert with the ads as they are also partners in benefiting from the ad revenue thanks to the innovative business models such as ‘Watch & Earn’, which ultimately helps fuel an active and engaging community who values and connects with brands.
HOW ARE YOU RESPONDING TO THE CONSTANT CHANGES IN CONSUMER CONTENT TASTES?
Staying agile is key. We use a combination of AI and community feedback to quickly adapt to changing content preferences. In a combination of entertainment and live sports like the ICC Cricket tournament, MMA, Football, etc.
Providing an engaged audience to our advertisers. Our platform allows viewers to vote on content they enjoy, which not only engages them but also gives us direct insights into their preferences.
‘mycolab’ – one of our flagship products – is a true example of this where filmmakers can submit their film ideas for community voting and to potentially secure funding for their dream projects. This data drives our content curation, ensuring we’re not just reacting to trends but anticipating them.
HOW HAS YOUR OFFERING TO ADVERTISERS EVOLVED IN THE PAST YEAR OR SO?
In the past year, we’ve expanded our offerings to include more integrated, holistic and immersive ad experiences and introduced a more user-friendly format.
Advertisers can now create deeper, more engaging content that resonates with the audience in a memorable way. We’ve also enhanced our analytics reporting to provide deeper insights into campaign performance and viewer engagement, helping advertisers optimise their strategies in real time, working closely with brands to reach both their marketing and business KPIs.
An example is our latest collaboration with Dove on an original documentary ‘Her Right To Play’ that celebrates women in sports and follows the journey of the Pakistan women football team. We started working with the brand in the early stages to better integrate their values while also shedding light at such a powerful story.
WHAT CHANGES ARE YOU MOST EXCITED ABOUT IN THE NEAR FUTURE?
I’m particularly excited about the potential of AI-driven content personalisation and predictive analytics in enhancing viewer engagement. By predicting what users might like to watch next and personalising content recommendations, we can not only improve user experience but also offer advertisers more precise targeting options.
Above all, I am excited about enhancing the empowerment and ownership we can provide to our users through the ‘Watch & Earn’ model but also through voting and other community engagement activities. Finally, the evolution of blockchain technology promises even greater transparency and efficiency in how ads are delivered and measured, which could revolutionise OTT advertising further.
By Tariq Jaser, Co-Founder & Head of Marketing, myco
