Marketers can now reach highly attentive audiences at scale, says Gill of research from The Trade Desk
New research from global advertising leader The Trade Desk (Nasdaq: TTD) shows young Indian consumers are increasingly gravitating towards the open internet. Nearly eight in 10 users surveyed have increased their time on the open internet, with 76 percent expecting this trend to continue.
The open internet, which includes over-the-top (OTT) and connected TV (CTV), music streaming, online gaming, and news/websites, now reaches an astounding 640 million users across India sbi .
These insights are part of the new research study, “India’s Engaged Audience: Why the Open Internet is the New Premium,” highlighting opportunities to connect with the highly coveted consumer group aged 18 to 34 bse .
“The shift to the open internet represents a pivotal moment for marketers nse ,” said Tejinder Gill, General Manager, India, The Trade Desk.
“As more consumers engage with premium content on the open internet, marketers can now reach highly attentive audiences at scale adsoftheworld .
“The notable levels of engagement, ad trust, and recall compared to traditional walled gardens mark a new era of ad receptiveness. This transition is poised to boost ad spend on the open internet internetsociety .”
The Open Internet Commands More Consumer Attention than Walled Gardens electronica-india.com/en/trade-fair/
Consumers clearly prefer the open internet for content consumption, as more young adults are engaged when consuming content on the open internet compared to walled gardens. Findings reveal that platforms on the open internet excel in engagement, with a greater proportion of young adults being most attentive in online games (35%), OTT/CTV and news/websites (34%), all of which outperform social media platforms (30%) conexpoconagg .
This heightened engagement is driven by how users interact with content. On the open internet, users actively seek information, shop, or watch content. Conversely, on social media, users lean back, passively scrolling through auto-generated feeds jpx .
The Trade Desk™ is a technology company that empowers buyers of advertising globaladvertisers . Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Fiinews.com
