It’s Time You Embrace OTT Advertising7 April, 2023
Is your marketing team incorporating OTT ads into your planning? The advertising option, which stands for “over-the-top,” refers to ads placed on streaming services via the Internet as opposed to traditional cable placements. The benefits of this tool are plentiful. Here’s what you need to consider.
What are the benefits of OTT advertising?
Because OTT ads are served over an internet connection, you’re able to build a better-targeted audience than traditional cable commercials. Rather than casting the wide net of showing the ad to whoever happens to be watching the right channel at the right time, you can build an audience based on location, demographics, and interests. Moreover, the ads can be tracked over the viewer’s cell phone, desktop, laptop, and tablet.
The amount advertisers spend on OTT ads has steadily increased and is still growing. On average, $3.2 billion dollars is spent on the medium quarterly, garnering 121 billion impressions. The evolution of streaming has made the current moment an interesting time for advertising: 87% of U.S. households rely on streaming to watch their favorite movies and shows, we’re far enough along in the journey that there are many service options available, and thus many platforms have chosen to compete by offering free or discounted viewing options with commercials.
On the backend, reporting on your OTT ads offer you specific metrics on how your ad performed. Because your audience can interact with your content, your report will inform you of the click-through rate (CTR), how your call-to-action (CTA) performed, the conversion rate, and more. There’s just no comparing the data available in OTT ads and traditional cable commercials.
If you’re interested in starting your OTT journey, get in touch with Vibrant Brands. Our experts can help you produce high-quality video commercials and build an impressive digital marketing strategy.