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CTVE: Over-the-top (OTT) Advertising / TV Everywhere

A Beginner's Guide

download this guide HERE

 

The Way You Watch TV is CHANGING

 

  • Live Linear TV

 

  • Set Top Box VOD (in your living room)

 

  • TV Everywhere
    • Mobile
    • Laptop
    • Tablet

 

  • OTT :
    • Roku
    • Amazon Fire TV
    • Chromecast
    • Apple TV
    • Xbox

 

 

 

The Video Ecosystem : How you access content

 

By 2021, there will be 114mm connected TV users in the US

 

74% of all HHs Still Subscribe to Cable, Satellite or TELCO
 
26% of All HHs Are considered cord cutters or cord nevers
 

 

Multi-Channel HHs

74% of all HH’s Subscribe to Cable, Satellite or Telco

(MVPD – Multi Video Program Distribution*)

OTA HHs

12% of all HH’s are OTA HHs – Households that receive broadcast network signals using an antennae.  These HH’s also access OTT content through vMVPD’s

vMVPD-only HHs

3% of all HH’s subscribe to vMVPD’s Sling TV, Playstation Vue or DirecTV Now that deliver aggregated live, linear networks and on-demand content similar to traditional multi-channel offering for a monthly subscription

 

OTA -only HHs

11% of all HH’s are OTT-Only HHs which means Internet delivery using OTT devices such as Smart TV & Game Console ie: Netflix, YouTube

 

TV Everywhere/OTT Viewing by Device

TV Everywhere is authenticated viewing through MPVD app or network app on laptop, smartphone, tablet, Smart TV or OTT device (Roku, Apple TV, Chromecast).
 

 

Why A Multi-Screen Approach Matters

 

The Next Big Thing in Advertising is HERE

 

OTT/TVE viewing combines the power of digital advertising with the premium content of traditional television, creating one of the most compelling environments for viewers to engage with both content and the advertiser’s message.

 

 

 

DESIRABLE AUDIENCES:

OTT allows marketers 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 household income is nearly $10k higher per year 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 the engaged OTT viewing environment is more conducive to promoting brands than other digital channels.

 

 

INCREMENTAL REACH:

Advertisers 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.  We found that 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, marketers who only advertise through linear TV spots would miss out on these OTT audiences, who are watching the same content during the same time period, but on a different platform.

 

 

 

 

 

Download this information in PDF form HERE

 

 

 

Your Connected TV / OTT Advertising Partner

May 31, 2019

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