Leading Corporate video production agency | Cygnus Advertising

There’s a quiet revolution underway in the advertising world. While TV commercials still exist, they no longer hold the monopoly on screen time. Instead, streaming platforms—commonly referred to as OTT (Over-The-Top)—are now where the action is. They’ve changed not just how people watch shows, but also how brands reach those viewers. What sets OTT advertising apart isn't just its newness—it’s the precision, adaptability, and feedback it offers. This isn't about interrupting someone’s favourite show with a one-size-fits-all message. It’s about reaching the right person, at the right moment, with something that might actually interest them. Why Streaming Is Winning Attention Most of us aren’t watching television the way we used to. Schedules, fixed channels, and long ad breaks are fading into the background. People prefer streaming content on their phones during a commute or on smart TVs in the comfort of their homes—whenever it suits them. This change in viewing behaviour comes ...