Daybreak In the run-up to IPL, there's a conflict brewing between OTT platforms & advertisers
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Feb 21, 2025 Rounak Kumar Gunjan, a reporter for The Ken, delves into the escalating conflict between OTT platforms and advertisers as IPL approaches. He discusses Hindustan Unilever's staggering complaints about ad overexposure, revealing that some consumers saw the same ads up to 150 times in a week. Gunjan explains the challenges in measuring ad effectiveness and the strategic complexities faced by brands during this lucrative sports event. The conversation uncovers the potential pitfalls for OTT platforms if advertisers feel underdelivered in their campaigns.
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HUL's Ad Overexposure Issue
- HUL, a major advertiser, faced consumer complaints about excessive ad repetition on OTT platforms.
- Some users reported seeing the same ad up to 150 times a week.
Frequency over Reach
- OTT platforms prioritize ad frequency over reach, leading to repetitive ad displays.
- Advertisers believe optimal frequency is around three exposures per user, but platforms often exceed this.
Unique User Identification Problem
- OTT platforms have a technical issue in defining unique users across app and web platforms.
- This results in users seeing the same ad multiple times, regardless of platform.