Unit 6

Explain the strategic advantages and structural challenges of executing an advertising campaign on Over-the-Top (OTT) platforms compared to traditional broadcast television. Over-the-Top (OTT) platforms (e.g., Netflix, Hulu) stream high-quality digital content directly to consumers via the internet, completely bypassing the legacy infrastructure of cable and satellite providers. From a marketing perspective, the primary strategic advantage of OTT is the shift from generic broadcasting to surgical targeting. Traditional television commercials are blasted blindly based on rough viewership demographics. Conversely, OTT platforms require users to maintain authenticated accounts, generating massive troves of deterministic behavioral data. Advertisers can utilize OTT platforms to serve highly specific, unskippable video commercials only to specific households matching strict demographic parameters (e.g., income tiers or specific geographical radiuses). ...