WHAT IS IT & HOW CAN IT INNOVATE YOUR ADVERTISING STRATEGIES?
Everything from the way we watch TV to how it’s dispersed is evolving. Traditionally, in order for a user to consume film and TV content they would subscribe to a cable or satellite pay-TV service, such as Comcast, DirectTV or Dish Network.
With the introduction of OTT, (“over-the-top”) users are now able to “cut the cord” and bypass the traditional distribution of film and TV content and instead consume via the Internet through OTT apps and services.
Examples of OTT devices include Smart TVs, gaming devices, streaming players, desktops and laptops, tablets, and smartphones.
OTT viewing combines the power of digital advertising with the engaging, lean-back user experience of traditional television, creating one of the most compelling environments for viewers to engage with both content and marketing partners’ messaging.
In particular, these big-screen devices deliver:
DESIREABLE AUDIENCES: OTT allows us to reach viewers who are harder to find on traditional TV, including affluent millennials and cord cutters. The median OTT viewer is 23 years younger than TV viewers, and their median yearly household income is nearly $10K higher than traditional TV households.
ENGAGED VIEWERS: Over one-third of OTT visits are over an hour long and viewers complete 98% of all premium video ads.
BRAND LIFT: OTT campaigns produce a greater lift in brand awareness and favorability than desktop and mobile according to a recent Hulu study, demonstrating that the engaged OTT viewing environment is more conducive to promoting brands than other digital channels.
INCREMENTAL REACH: You should not be concerned that OTT audiences overlap with people they’re reaching through linear buys. In reality, OTT has compensated for a large part of the primetime TV ratings decline, replacing traditional television for many viewers. Viewers treat OTT devices just like traditional television – they watch a large amount of live streamed content and tune in mostly during the popular primetime TV hours. Therefore, if you only advertise through linear TV spots, you would miss out on these OTT audiences, who are watching the same content during the same time period, but on a different platform.
Through Advanced TV advertising, (the catch-all term for all forms of TV not watching through a broadcast, cable or satellite connection) CTV is able to reach the cord cutters and is able to better target and access new inventory that is not available via traditional TV. Additionally, we are able to measure performance by metrics such as Gross Rating Points, on-target percentage and more.
With TV and film consumption evolving by users cutting the cord or consuming their desired TV and film content via OTT devices, CTV is able to utilize Advanced TV advertising to reach your target market and increase ROI.
Now you need to ask yourself if OTT is right for your campaigns. Are you on the fence and need to be convinced? We’ve got you covered! Contact us and one of our media specialists will be glad to answer your questions.