Over-the-top (OTT) advertising is becoming increasingly popular for advertisers of all types. With the rise of video and audio streaming services, brands can gain exposure through relevant OTT video ads on people's favorite platforms.
The future of OTT is bright, with revenue from this channel expected to exceed $476 billion by 2027. If you're not taking advantage of this opportunity, you will likely fall behind other, more competitive brands.
Here we'll dive into what OTT advertising is, the differences between OTT and CTV, and how you can use this channel for your campaigns.
Over-the-Top ads appear in front of viewers of online streaming services. They may appear before a video plays, during a video, or at the end of a video. While they're similar to traditional TV commercials, OTT ad breaks tend to be shorter and play over an internet connection. This enables brands to stand out more than they would in longer commercial breaks relegated to cable or satellite.
In addition to video streaming services, audio streaming may also contain OTT ads. For example, ads may play between songs on platforms like Spotify and Pandora.
CTV, or connected TV, is a TV that's capable of running streaming services. Smart TVs may be able to stream video or audio using native apps, or TVs may rely on other devices to connect. For instance, a CTV may use streaming devices such as Roku or Chromecast. They may also use gaming consoles to connect to streaming services.
The main difference is the nature of the connection to streaming services. OTT refers to specific streaming services such as YouTube, Hulu, and Netflix. Meanwhile, CTVs are the devices that enable people to use those services.
OTT video ads offer several key benefits that make them worth implementing. The following are a few of the main advantages to keep in mind.
You'll be able to reach millions of viewers with OTT ads on the right platforms. Services like Hulu, Netflix, Amazon Video, and others are seeing a growing number of viewers. With relevant ads, you'll be able to connect with target audiences on these platforms.
Another advantage of OTT ads is the ability to precisely target your audiences. You can select the specific types of programs your audience is interested in and the right time to advertise. You can customize your ads based on the topics your audience loves, demographics, geographical location, and when your target audience is most likely to view your ads.
Unlike conventional commercials, you can also incorporate clickable calls-to-action (CTAs) in many OTT ads over the internet. On platforms like YouTube, users can easily click on a button that takes them to a landing page to begin their customer journey. This capability may not be available on CTVs, but you can still use this type of campaign on many online platforms.
OTT advertising is highly effective and can connect with viewers of all types. This is why OTT ad spend continues to rise as more advertisers see this channel's value. OTT and CTV offer improved targeting capabilities and attribution, making them potentially much more effective than TV ads and other traditional campaigns.
Keep in mind that people also tend to use a second screen when streaming online. This has led around 65% of viewers to learn more about the advertised products and services while watching.
Ultimately, you can expect great results from OTT ad campaigns with the right approach. You'll gain more exposure, recognition, and trust for your brand. OTT ads can also supplement other advertising efforts to contribute to a holistic strategy. You can push highly relevant ads that resonate with viewers and establish a stronger connection. You'll also face less competition with short ad breaks and the chance to repeat your ads multiple times with each viewing, ensuring your brand sticks.
If you want to get started with OTT advertising, you can do so by purchasing ads through streaming services and publishers. You will want to work with an experienced media partner for the best results with your campaigns. The right partner will have the connections and resources to help you get the most from your OTT ads.
To get the results you want from your OTT ads, partner with a media partner like Mid-West Family South Bend. We’ll help you develop a winning OTT campaign that experiences long-term success.