What is OTT Advertising?
Over-the-top (OTT) streaming has become a staple in many households because it allows viewers to watch their favorite TV shows and movies without having to go through a cable or satellite provider, making it a cheaper alternative to traditional TV providers. OTT content can be streamed across a variety of devices, making it convenient for viewers on the go.
OTT platforms such as Disney+, Youtube, and Hulu are examples of OTT streaming services. It offers users a wide variety of movies and TV shows to choose from, all without a traditional cable or satellite subscription.
While OTT streaming is convenient for viewers, it is also convenient for advertisers. OTT advertising refers to the process of promoting and advertising products or services on OTT platforms. This can be done in a variety of ways, such as banner ads, video ads, or even product placement within the content itself.
The goal of OTT advertising is to reach viewers where they are already spending their time. By advertising on OTT platforms, marketers can reach a wide audience with their message.
In this article, we will take a closer look at OTT advertising and how it can be used to reach viewers.
Why Use OTT Advertising?
OTT advertising provides a number of advantages for businesses. First, it allows businesses to reach a wide audience with their message. OTT platforms reach millions of viewers, all of whom can be exposed to your advertising message.
Second, OTT ads are highly targeted so you can reach your desired audience directly. For example, a 30-year-old woman and a 20-year-old man could be watching the same episode of a show and see two totally different ads. The ability to target specific demographics such as age, household income, gender, race, location, education, and time of device use makes OTT a highly appealing method of advertising.
Finally, OTT marketing is measurable. Businesses can track how many people see their ad, how long they watch it for, and whether or not they take any action after seeing it. This data can be used to improve future campaigns.
Why are Brands Investing in OTT Advertising?
In the era of digital marketing, 2020 has been a year of acceleration. This increase has offered businesses a chance to test out OTT marketing tools, such as algorithm-based advertisements, to help them generate more revenue.
OTT advertising is growing and proving to be a tough competitor to cable TV commercials. Although TV commercials can still be effective, the increase in cord-cutting is making companies rethink their media spend to become more effective and targeted.
The flexibility of OTT advertising allows marketers to decide how and when to broadcast their marketing messages in order to reach specific demographics. Consider a digital business such as the meal subscription service, Freshly. They have been known to utilize and establish themselves on OTT services such as Hulu and smart TV counterparts such as CNN Go. Using streaming platforms gives them the flexibility to change their ad message and reach their intended audience at a much lower CPM than traditional TV.
OTT Advertising Doesn’t End with TV
Another advantage of over-the-top (OTT) advertising is that it offers companies to retarget customers through web and mobile traffic. In marketing, this is known as closing the cross-channel loop, which allows a campaign to follow consumers across platforms. In a nutshell, marketers may retarget someone who has seen a TV ad on their mobile devices or laptops with an ad related to the same product.
How to Get Started with OTT Advertising
If you’re interested in using OTT advertising to reach your target audience, there are a few things you need to get started.
First, you need to identify your target audience. OTT platforms have a wide range of users, so it’s important to narrow down who you want to reach with your message.
Second, you need to create your ad. This can be done by working with a creative agency, such as Sierra Productions, or by doing it yourself. We have been in the production industry for over 26 years and are happy to bring your creative vision to life on screen!
Once your ad is created, you need to decide which OTT platform you want to advertise on. There are a number of different platforms to choose from, each with its own unique audience. If you’re not sure which platforms are right for you, we are more than happy to put together a media proposal to ensure you reach your audience on the right channels.
Finally, you need to track the performance of your ad. OTT platforms offer a variety of data points that can be used to track how well your ad is performing. When you work with us, you’ll be given a live dashboard that will provide you with all the insights regarding ad performance such as view through rates, reach, frequency, and more to help guide your future business decisions.
OTT advertising can be a great way to reach your target audience. By advertising on OTT platforms, businesses can reach a wide audience with their message. Additionally, OTT marketing is interactive and measurable, making it a powerful tool for businesses of all sizes.
Contact Sierra Productions for a Free Consultation!
We understand how overwhelming it can be to keep up with the changing landscape of marketing. Our team can help you navigate these changes and find the best way to reach your target audience.
Sierra Productions is a data-driven, total market agency providing marketing and advertising solutions for businesses for over 25 years. Sierra Productions works with local, national and international clients to bring their brand goals to life and help them grow to their highest potential. Your business deserves to be seen, heard, and paid! Contact us at info@sierraproductions1.com or visit our website at Sierraproductions1.com to discuss your business needs.
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