Over-the-top (OTT) advertising is a kind of advertising that people view on the internet via online video streaming services or particular devices. People can view OTT ads on streaming services like Hulu, YouTube TV, and others, while devices that display them include smart TVs and Roku streaming players.
An example of an OTT ad might include a brief 30-second ad break during your favorite TV show while watching Hulu, or you might see an ad play before the video starts.
OTT can attract more ROI than other types of video ads, mainly because they're non-skippable, which means they typically have a completion rate of around 90% to 100%. More people watching your ads means they're more likely to pay attention to your brand, and you also can target those ads based on demographics and interests.
The following are some reasons you should invest in OTT to get the most from your ad spend.
OTT and Its Reach
With OTT, you can reach a wide range of people across many demographics. You can connect with audiences of all age groups, genders, and other characteristics, with the added ability to target audiences based on specific interests. They're especially great for connecting to younger audiences, as 60% of young adults have reported that they primarily watch TV via streaming services.
Like traditional TV, you can also reach some of the most massive audiences of viewers. As of July 2019, there were over 205.9 million OTT video viewers in the U.S. alone. That number is only going to increase as OTT platforms become increasingly popular and numerous.
Unlike traditional TV ads, you also can reach audiences anywhere at any time to ensure your ads get in front of the people you want to target. You'll benefit from additional placement flexibility because OTT ads don't run in specific time slots. You can target audiences when they are most likely to be watching, without committing to a set schedule.
While OTT on its own is powerful and has a broad reach, its benefits combined with the power of traditional TV can be even more impactful. Through its combined efforts, you are able to reach new customers, connect with past ones, and further increase your overall brand awareness. Incorporating both mediums into your overall marketing mix will help you further expand your brand and reach your goals.
Benefits of Advertising Through the Medium
OTT advertising offers myriad benefits that you won't get with other platforms, which can be invaluable if your goal is to expand your brand. If you want to maximize your reach and make sure that your audiences see your ads, OTT campaigns can give you the best results when implemented correctly.
Some key benefits of OTT advertising compared to other platforms include:
Reach More People
Hundreds of millions of people today use various OTT streaming platforms and devices. That audience will increase over time as more people turn to streaming services; 2020 saw a significant surge of OTT viewers primarily because of the COVID-19 pandemic. These platforms are highly convenient and appeal to audiences seeking on-demand content over-scheduled programming.
OTT ads also tend to be more limited in number per viewer than traditional TV ads, which increases the chances that your brand will stick out. As people binge-watch their shows or watch similar media, your ads will also have the opportunity to appear more than once, further increasing brand recognition.
Get in Front of the Right People at the Right Time
People will only see your ads when streaming their favorite movies or shows, with ads loaded specifically for them each time. You don't need to worry about audiences missing your ads and wasting ad space when people aren't watching. Ads are also non-skippable in most cases, which means your audiences will be more likely to watch them all the way through. Ads are also likely to be more relevant based on their interests, piquing more interest in your brand.
Highly targeted ad campaigns that connect with the right people at the right time also allows for higher ROI. Your ads will connect with the audiences who are most likely to become customers, and you'll reach them whenever they're streaming their favorite programs. Over time, you'll likely find that your OTT campaigns generate high ROI as you reach wider audiences with relevant ads.
Unlike many other advertising channels, OTT is more cost-effective, particularly compared to traditional TV. This is because you don't have to pay for highly competitive time slots like conventional TV. You're also not paying for large "spray and pray"-style campaigns that consist of volume over specificity. You'll be able to spend less to hyper-target specific audiences, with more overall focus than more extensive campaigns that may not yield the best results.
Another advantage that comes with OTT is the use of clickable calls-to-action. This provides additional convenience for users who can easily click on a link to take them to your website. Simultaneously, this also makes your OTT ads trackable, allowing you to see results in real-time whenever viewers take the desired action.
Get the Most from Your OTT Campaigns with a Media Partner
With successful OTT advertising behind your brand, you can reach the most relevant audiences at just the right time with engaging ads. With more and more people switching to streaming services, now is the time to jump into this opportunity if you want to maximize reach and ROI. To get the best possible results from your campaigns, consider working with an experienced media partner who can guide you through the process. The right media partner will be able to help you create high-quality content for the right platforms, providing advice on where and when to disperse it.