Over-the-top (OTT) is an ever-expanding medium that's granting marketers increased access to target audiences. Today, more than 69% of consumers subscribe to an online video streaming service. The number of people engaging in OTT is only going to continue to grow, giving advertisers plenty of opportunities to use it to reach those who aren't watching traditional TV. If you're interested in advertising through OTT services, the following is a guide to OTT advertising to help you implement it in your small business marketing strategies.
You might be wondering what exactly OTT advertising is if you're not familiar with this marketing channel. Put simply, OTT ads are commercials that play on streaming services, including video and audio streaming platforms. For example, someone may watch their favorite show using a free Hulu account, during which streaming session the program will have brief breaks that contain OTT ads. Ads could play before, during, or toward the end of streaming programs, connecting with many people who might not be watching linear TV. To get the most out of your ads, there are certain things you need to know about OTT before getting started on these campaigns.
Allows You To Reach A Broader Audience
Using OTT, you can significantly increase your reach because OTT viewership is somewhat similar to TV in its engagement rates, seeing as OTT ads are both full-screen and non-skippable. While ads on specific platforms such as YouTube allow users to skip after several seconds, many others require users to view ads to completion. People are also more likely to sit through OTT ad breaks because they're often shorter than TV commercial breaks, which further holds their attention.
OTT audiences are considerably more diverse than TV audiences, allowing you to reach a broader group of people. That particularly applies to younger audiences, many of whom watch less TV. Regardless of the demographics you wish to target, there are streaming platforms and programs that your audiences will enjoy, giving you the chance to establish a connection with them.
Integrate Your Ads For Better Effect
If you want to reach more people in more places, you'll want to launch OTT ads across multiple digital channels at once. Doing so helps you develop a multi-targeted campaign that ensures you get in front of your audience. If your audiences see you or hear about you across several channels, this can boost brand awareness, recognition, and recall. You could also use this to drive action, whether you want people to purchase from your online store or increase foot traffic to a physical location.
If you can implement OTT as part of a comprehensive integrated marketing campaign that uses other platforms, you'll further extend your reach.
Track Analytics To Gain Audience Insight
OTT ads are launched online and collect more data about their viewers than other types of ads. This increased insight into your audience can improve your targeting, which can subsequently boost their effectiveness and ROI. You can monitor some metrics for your OTT ads, including video completion rate (VCR), along with attribution tracking. While VCR measures the number of people who watch a video ad to completion, attribution tracking enables you to connect your ad to the desired action. Through attribution tracking, you can measure instances of people downloading apps, visiting your website, or visiting your physical store, among other actions.
If you can track your analytics effectively and consistently, you'll be able to get much more out of your marketing.
Target Your Ads To Your Customers
Unlike regular commercials, OTT ads only run when people are actively watching them. You also can pair these ads with the specific programs your audience is likely to watch. That provides you with unparalleled targeting capabilities that further ensure you reach the right people at the right time. You'll never need to worry about your ads playing to no one or being incompatible with viewers' interests.
OTT ads use location, demographics, and device information to reach the people who are most likely to become your customers. Whether your ads play on video streaming services, podcasts, or other streaming platforms, you'll benefit from ads that are both hyper-targeted and relevant to your audience.
Appeal To More Customers And Grow Your Brand With OTT
With an effective OTT advertising strategy behind your business, you'll be able to maximize your reach and grow your customer base. Your goal might be to boost brand awareness and recognition, or you might want to increase traffic to your store. Regardless of your goals, OTT ads can help you achieve them in addition to the rest of a complete marketing strategy. OTT is a growing trend that's only going to get bigger, which is why you need to start using it for your business as soon as possible to reap its many benefits.