The Impact of Targeted Advertising on OTT Platforms: Consumer Perception and Engagement

Abstract

This study investigates the impact of targeted advertising on consumer perceptions and engagement within Over-the-Top (OTT) platforms. With the rapid growth of digital media consumption and the increasing popularity of OTT services in India, understanding how targeted advertising influences viewer behavior has become essential for marketers and advertisers. A structured questionnaire was administered to a sample of 402 respondents, comprising students, working professionals, and business individuals. The findings reveal that consumers generally hold a positive perception of targeted advertising, viewing it as relevant and enhancing their viewing experiences. Additionally, the study demonstrates that targeted advertising significantly influences consumer engagement, motivating viewers to interact with advertisements, explore new content, and increase brand awareness. The research highlights the importance of personalized marketing strategies in fostering meaningful connections between brands and consumers. By addressing the relationship between targeted advertising and consumer behavior on OTT platforms, this study contributes valuable insights for marketers seeking to optimize their advertising efforts in a competitive digital landscape.