Description

The video by Harmonic, delivered at the 5th OTT Streaming Summit, held in February 2025 in Cape Town, South Africa, explored the growing dominance of ad-supported streaming as the future of TV in Africa. With OTT audiences rapidly expanding across the continent, media companies have a significant opportunity to generate revenue through connected TV (CTV) advertising and innovative ad formats.

Key challenges include ad fatigue, low CPM rates, infrastructure costs, and deployment complexity. However, advancements such as Server-Side Ad Insertion (SSAI), interactive and shoppable ads, and dynamic brand insertion enable better monetisation and user engagement.

To maximise revenue, media companies should leverage hybrid architectures, AI-driven cost optimisation, and targeted advertising while ensuring a seamless user experience. The African market presents strong growth potential for freemium streaming models, making early adoption of these strategies crucial for long-term success.

Some key points from the resource include:

● Server-Side Ad Insertion (SSAI): Seamless ad integration that bypasses ad blockers.
● Interactive & Clickable Ads: High-value click-through ads on PC, tablets, and mobile devices.
● Shoppable Ads: Companion overlays allowing direct purchases while streaming.
● Dynamic Brand Insertion: Virtual product placement within content.