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Technology Featured South Asia

The Trade Desk expands to India, names GM

New Delhi, India – The Trade Desk, a technology company focused on empowering advertising buyers, has announced that it will be expanding its market to India. With this, it has also named its general manager for the market band, Tejinder Gill.

He will lead the company’s business and growth strategy in India, helping Indian brands and publishers unleash the full potential of the open internet where Indian consumers are increasingly spending their time.

The Trade Desk aims to help India’s digital marketers capture these fast-growing opportunities. With The Trade Desk’s industry-leading data-driven capabilities, marketers can access a marketplace of premium advertising inventory across a wide range of websites, apps, podcasts and streaming OTT platforms. 

As an omnichannel platform, The Trade Desk enables marketers to reach relevant audiences across different devices such as computers, mobile devices, tablets and connected TV, and engage with them meaningfully along their entire digital journey.

For Gill, digital is the fastest-growing advertising segment in India and, as a result, marketers in India are seeking more trust and transparency as they shift more campaign budgets there.

“While Indian consumers are spending 70% of their time on the open internet, almost 80% of India’s digital ad revenue still goes to the big tech platforms, which sit outside the open internet. The Trade Desk is here to bring the much needed data-driven decisioning and transparency to India’s digital advertising ecosystem, offering marketers a credible choice where they can tap into the immense opportunities of the open internet,” he stated.

Rapid digitization of the media industry has provided a paradigm shift in the way Indians consume content online. In particular, content consumption on the open internet has exploded in the last 18 months. According to a study by Global Web Index, Indians, on average, are spending as many as eight hours a day online – 70% of which is spent on the open internet, which includes online content, over-the-top (OTT) and music streaming.

Furthermore, the open internet grew at a much faster pace than other online channels, even social media. Online content and OTT streaming grew 28% and 16% respectively, while social media grew by a mere 1%.

On a separate note, The Trade Desk has recently teamed up with marketing cloud InMobi to cater to this growing need among marketers by making their respective platforms available to clients accordingly.

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Platforms Featured Southeast Asia

Report shows more than half of Filipinos increase watch time of OTT content amid COVID restrictions

Manila, Philippines – The current state brought by the global pandemic has seen a rise in consumption of over the top (OTT) media, particularly in the Philippines, a new report by technology company The Trade Desk stated.

According to the report, 36 million consumers streamed about two billion hours of OTT content per month – making OTT one of the fastest growing media channels in the country. OTT services enable viewers to stream professionally-produced video content over the internet on-demand, from any device including smart TVs, personal computers, or mobile devices.

More than half, or 55 percent, of all Filipino OTT users report streaming more OTT content during the pandemic than before. These habits are likely to persist even in a post-COVID world as 65 percent say they plan to maintain or increase OTT consumption after the pandemic ends.

Mitch Waters, SVP of Southeast Asia, Australia, and New Zealand for The Trade Desk, supports the idea that the pandemic has accelerated consumer trends in making OTT the next big thing in the market of TV media consumption.

“The shift to OTT streaming in the region, and specifically the Philippines where more than half of viewers are turning to OTT than ever before at higher viewing rates than other countries in the region, demonstrates the undeniable inflection point for TV consumption that will most certainly never turn back to the way it used to be,” Waters stated.

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In terms of tuning in, 1 in 2 users prefer to tune in between the hours of 8 PM-12 AM, bringing streaming into direct competition with traditional TV for valuable primetime audiences. Filipino viewers are also looking to OTT for their favorite content, with 62 percent tuning in to OTT to watch their favorite programming versus just 54 percent on traditional broadcast.

Furthermore, more than 20 million Filipinos tune in to at least one ad-supported OTT platform, with 55 percent of all OTT viewers between 16-34 years of age, providing a new channel for brands to build relationships with this high-coveted demographic.

“As more young, engaged, and active Filipinos shift to OTT and are willing to view more ads, advertisers have an enormous opportunity in front of them. This provides an opening for advertisers to employ a data-driven approach with an improved advertising experience in a way that’s not possible with traditional TV,” said Waters.