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The Future of OTT Ads in Sports: What Brands Need to Know

  • Writer: Sohil Srivastava
    Sohil Srivastava
  • Feb 20
  • 3 min read

OTT (Over-the-Top) sports streaming is changing the way brands advertise during live events. As traditional TV declines, OTT platforms like JioStar, ESPN+, Amazon Prime Video, and DAZN are driving innovation with AI-powered ad targeting, interactive ad formats, and real-time audience engagement.


By 2025, over 90 million viewers in the US alone are expected to stream live sports regularly. This shift is creating new opportunities and challenges for brands looking to maximize their advertising impact.


Let’s explore what the future holds for OTT ads in sports and how brands can stay ahead.



"A smart TV streaming a live sports match on an OTT platform, displaying interactive ads, shoppable product placements, and AI-driven targeted ad recommendations."


The Rise of OTT Sports Streaming and Its Impact on Advertising


1. The Shift from Traditional TV to OTT Sports


  • Traditional cable and satellite TV viewership is declining, while OTT platforms are seeing record-breaking numbers.

  • Example: JioCinema’s IPL 2024 streaming reached over 650 million viewers, surpassing TV ratings.

  • Younger audiences prefer on-demand and mobile-friendly sports streaming, forcing advertisers to rethink their strategies.


2. Higher Engagement Through Interactive & AI-Driven Ads


  • OTT platforms offer more than just standard commercials. Brands can now use:

    • Shoppable ads, where viewers can buy products in real-time during a game.

    • Live polls & gamified brand interactions, making ads more engaging.

    • AI-powered ad targeting, ensuring viewers see relevant ads based on interests and location.

  • Example: Amazon Prime’s Thursday Night Football interactive ads allowed viewers to shop for NFL gear directly from the stream.


The Biggest Trends Shaping the Future of OTT Ads in Sports


1. Connected TV (CTV) Ads Will Dominate


  • 125 million+ unique viewers watched sports via CTV devices in 2023, a number that continues to grow.

  • CTV ads have 3X more engagement than traditional TV commercials, making them a top priority for brands.

  • Brands must optimize ad creatives for large-screen experiences, ensuring high-quality visuals and interactive elements.


2. AI & Machine Learning Will Personalize Ad Experiences


  • AI-driven algorithms will predict viewer behavior and serve hyper-personalized ads.

  • Example: A football fan watching a Manchester United match on ESPN+ may see AI-recommended ads for team merchandise or upcoming match tickets.


3. More Affordable Entry Points for Mid-Sized Brands


  • Traditional TV sports ads require massive budgets. OTT ads offer flexible pricing, allowing mid-sized brands to enter premium sports advertising spaces.

  • Example: JioCinema lowered ad pricing, allowing smaller brands to advertise during IPL alongside major sponsors.


4. Regional & Hyper-Localized Advertising Will Increase


  • OTT platforms offer region-specific ad targeting, helping brands customize their campaigns.

  • Example: A Tamil Nadu-based brand can target Chennai Super Kings IPL fans with localized, Tamil-language ads.


How Brands Can Prepare for the Future of OTT Sports Advertising


1. Invest in Multi-Screen Advertising


  • 80% of OTT sports viewers use multiple screens while watching live matches.

  • Brands should run synchronized ad campaigns across CTV, mobile apps, and social media to maximize reach.


2. Use AI-Powered, Interactive Ads


  • AI-driven real-time ad placements allow brands to adjust messaging based on in-game events.

  • Interactive features like clickable product ads, real-time polls, and rewards-based engagement enhance viewer retention.


3. Optimize for Regional & Personalized Ad Targeting


  • Brands should leverage OTT’s ability to customize ads based on demographics and user preferences.

  • Example: A cricket equipment brand can advertise differently for IPL, BBL, and CPL audiences based on playing styles and fan demographics.


4. Experiment with Shoppable & Performance-Based Ads


  • Performance-based OTT ads will allow brands to track conversions and directly measure ROI, making sports advertising more data-driven than ever.


Why OTT Sports Advertising is the Future


As sports consumption shifts toward OTT platforms, brands that adapt to AI-powered, interactive, and CTV-focused ad strategies will thrive.


  • Traditional TV ads are becoming less effective—brands must invest in digital-first advertising strategies.

  • AI, personalization, and interactive ad formats will drive higher engagement and conversions.

  • Smaller brands can now compete in the sports advertising space thanks to more affordable, flexible OTT ad pricing.


How UNPAUZED Can Help


At UNPAUZED, we specialize in cutting-edge sports advertising strategies for the OTT era.


✔️ Want to optimize your brand’s OTT ad strategy? We help businesses navigate AI-driven ad placements and CTV campaigns.


✔️ Looking for data-driven, interactive sports advertising solutions? Our team can craft high-engagement ad formats for live sports events.


✔️ Need regional or hyper-targeted ad strategies? We ensure your campaigns reach the right audiences at the right time.


The future of sports advertising is digital—let’s build your OTT ad strategy today.

 
 
 

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