Introduction
The way consumers consume content has evolved significantly. Previously, television followed a fixed schedule, where consumers gathered around particular programmes, and advertising reached a large section of viewers at the same time.
Streaming has added to this shift. Audiences now move across smart televisions, mobile screens and connected devices to watch content on demand.
Advertising is adapting to these changing consumer behaviours. This is where OTT advertising fits into today's consumer journey.
It offers brands the opportunity to reach audiences within streaming environments while bringing together the power of video advertising with increased flexibility, targeting and measurement.
In this blog, we discuss the role of OTT advertising within the modern consumer's path to purchase, why it is gaining a more prominent role within the media mix, and how it can be used alongside different marketing channels.
Understanding the Role of OTT in Modern Advertising
The integration of Over-the-Top (OTT) advertising has significant implications for the advertising industry, organisations and consumers. OTT is transforming the way advertising is delivered and creating new opportunities for businesses.
OTT, or "Over-the-Top" advertising, refers to advertising served through streaming television content delivered over the internet rather than through traditional cable or satellite television. These advertisements can be viewed on connected devices such as connected TVs, set-top boxes, gaming consoles, mobile devices, and other connected screens.
The proliferation of streaming has altered the relationship between consumers and advertising. Consumers are no longer restricted to scheduled television programming. At the same time, advertisers are no longer dependent solely on broad television audiences to deliver video campaigns.
Did You Know?
According to the 2025 Annual Marketing Report, 56% of marketers planned to increase their
investment in OTT and
Connected TV advertising, demonstrating the growing reliance and investment in streaming
environments.
However, this does not imply that OTT advertising is replacing all other forms of video or television advertising. Rather, it is emerging as another important channel within an increasingly fragmented consumer journey.
Where OTT Advertising Fits in the Consumer Journey
Consumers' paths to purchase are no longer simple.
They may first encounter a brand on Instagram, then see a video advertisement while watching content and, several days later, search for the same product online before making a purchase online or in-store.
OTT advertising can support different stages of this journey.
At the awareness stage, a high-impact video advertisement can introduce consumers to a brand. Compared with text or static advertising formats, video enables brands to communicate through a combination of sight, sound and motion.
During the consideration stage, OTT can help keep the brand top of mind. Consumers who have already been exposed to a brand through another media touchpoint may encounter the brand again while streaming content.
The journey can then continue through other channels such as search, social media, websites, WhatsApp or other customer touchpoints that help maintain engagement and support conversion.
OTT advertising should therefore not be regarded as a standalone media channel. Its effectiveness can be enhanced when used alongside the other channels consumers interact with before making a purchase.
OTT Advertising and the Shift Towards Connected Media Consumption
Consumer attention is now spread across different screens and devices. Someone may be watching a Netflix show on their television, scrolling through Facebook on their mobile phone, and searching for products on their laptop within the same day.
For brand marketers, this creates a more complex media environment. Successfully reaching consumers requires an understanding of how different channels fit into their everyday lives.
OTT advertising enables brands to be present within leading digital environments while reaching audiences through streaming content.
According to the IAB's 2025 Digital Video Ad Spend & Strategy Report, digital video was expected to account for nearly 60% of all TV and video advertising spend in 2025, demonstrating a significant shift towards digital video environments.
The expansion of OTT and Connected TV advertising illustrates a broader evolution in the consumer entertainment landscape and the way brands plan video campaigns.
Moving Beyond Reach to More Relevant Audience Engagement
In the past, television advertising was a useful, though often costly, method of achieving widespread reach. OTT has provided new opportunities for brands to deliver relevant and impactful video campaigns to targeted audiences and viewing environments.
However, relevance does not necessarily mean limiting the audience too much.
A 2025 Nielsen report indicated that while marketers' main goal for Connected TV is still brand awareness, many are employing highly performance-driven targeting techniques. The report highlighted the challenge of balancing targeting with scale when planning CTV campaigns.
This is important for brands to understand. OTT advertising should be planned according to the role it plays within the campaign.
For instance, a brand launching a new product may focus on awareness and reach. An established brand may use OTT as part of a multi-channel, multimedia campaign to reinforce its messaging. The success of the channel is also influenced by the campaign objective, creative, audience and broader marketing strategy
Connecting OTT Advertising with Other Marketing Channels
OTT advertising delivers greater value when it is part of a broader customer journey.
For example, a campaign may begin with awareness-building through OTT or online video advertising. Consumers may then encounter the brand again through social media, Google search, hyperlocal advertising or digital out-of-home advertising. These interactions may eventually guide the consumer towards a website, enquiry, store visit or purchase.
A consumer may see a brand message while watching content on television at home and later encounter the same brand through a digital campaign. They may then search for more information about the brand or respond to a location-based advertisement.
This creates a more connected experience than a single channel can provide.
Doodlezz's integrated marketing approach addresses this need for connected campaigns. Its offerings include creative strategy, digital marketing and hyperlocal marketing, enabling brands to extend communication across both physical and digital environments. Integrating OTT advertising with these channels can help create a smoother customer journey rather than treating OTT as an isolated video campaign.
The Importance of Measurement in OTT Advertising
With the increasing use of OTT advertising, businesses are paying greater attention to measuring its contribution to marketing outcomes.
Video advertising has traditionally, and often still does, focus primarily on awareness. However, expectations around measurement, reporting and accountability are much higher in today's digital environment.
Brands can compare OTT campaigns with overall marketing activity by evaluating relevant objectives and outcomes. This may include reach, engagement, website activity, search interest, enquiries or broader business outcomes.
Measurement becomes particularly important when OTT is used as part of a multi-channel campaign. Analysing a single channel in isolation may not provide a complete understanding of its contribution to the overall consumer journey.
Recent industry initiatives have also focused on improving outcome measurement in Connected TV. In 2025, the IAB released guidance around Conversion APIs for CTV to enable more standardised and outcome-based measurement.
The message is clear: OTT advertising is increasingly expected to be an integrated, measurable and accountable part of a media strategy.
Conclusion
Today's consumer journey is spread across multiple screens and platforms. Consumers encounter brands while watching television, search for them online, engage with them on social media and ultimately take action through online or offline channels.
OTT advertising plays an important role by enabling brands to create powerful video experiences within streaming environments where consumers are increasingly spending their time.
However, the strongest outcomes come through integration. OTT should not be viewed in isolation from the overall marketing strategy.
When combined with digital advertising, social media, search, hyperlocal campaigns and other relevant touchpoints, it can help create a more connected customer experience.
At Doodlezz, we help businesses develop comprehensive marketing strategies that connect creative communication with the touchpoints where customers discover, engage and take action.
By bringing together digital and location-specific marketing solutions with broader campaign planning, we help brands create coordinated experiences across the modern consumer journey.
Eager to make your brand part of the conversations and content experiences your consumers care about? Connect with Doodlezz to build an integrated OTT advertising strategy across the modern consumer journey.
Why Doodlezz?
We are an integrated marketing partner that combines creative strategy with operational delivery, identity, guidelines, packaging, assets, and content built for both digital commerce and offline retail. Unlike boutique creative studios that stop at concepts, Doodlezz takes designs through production, vendor liaison, and campaign ready packaging, reducing launch friction. In the Oman India market, agencies often specialise in either creative or execution; Doodlezz’s end to end model positions it to reduce vendor hand-offs and accelerate time to market. Build a Brand System that Performs
Krishna Talreja
Tech - Content writer
Sep 07, 2026
