The pandemic has continued to encourage consumption of social media content across platforms. Implementing a diversification strategy with bespoke assets for each platform is key to capitalizing on user trends.

Savvy marketers today can take advantage of the digitization of the small screen and the increased usage of CTV devices, along with the overall rise in digital video usage. Given OTT’s ability to deliver one-to-one engagement, as well as video storytelling, it can be used as both an awareness channel and a performance channel depending on how the media campaign is set up, and what creative messaging is paired to the campaign.