Programmatic

Everything You Need To Know About OTT Advertising

March 21, 2020 4 min read

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Everything You Need To Know About OTT Advertising

Reading Time: 4 minutes

Over-the-top streaming media service, OTT has risen above cable television in no time. And with it, the OTT Advertising has become a popular area of advertising. The convenience, easy availability and reach of streaming media has been a few of the many advantages that come along with it. Digital channels have become more preferable as compared to traditional television. OTT programming circumscribes all the content that is streamed over the internet. The content does not require you to have a subscription to a traditional cable service. That is why the OTT media services have completely shook the traditional programming distributors like cable, broadcasting as well as satellite. 

Source: Anvil Media

Is There A Need For OTT Advertising?

Around 25-30% of the households do not have any kind of traditional cable services or broadcast contracts anymore. And a lot of other households that do have television contracts have shifted to a bare minimum service pack. That is why, even advertisers are looking up to OTT for new platforms as well as a market change. The main goal of an ad is to try to reach the largest demographics, mostly at the expense of audience engagement. 

When an ad is delivered through internet streaming, advertisers are able to target more specific audiences through the streaming services. Therefore, it increases the chances of making an impression through individualized ad content. 

The Advantages Of OTT Advertising

Specific Audience Targeting

OTT services have the provision of receiving the precise geographical location, behavioral targeting as well as demographic information from the customers. Which is why it becomes easier for advertisers to segment the audience. Because of this segmentation, it becomes possible for advertisers to deliver relevant content to the customers. The relevant content also helps the advertisers to make specific content and reach the potential customers. This way advertisers do not need to target audiences blindly.

Broader Reach

One of the biggest reasons why advertisers are inclining more and more towards OTT advertising is its vast reach. There has been a considerable increase in the number of people using the OTT services. And the number is expected to rise even further. Therefore, OTT is the largest segment of media consumers and it is very profitable for advertisers to invest in internet streaming marketing.

Various Ad Insertion Methods

OTT does not require you to invest a high amount of money for advertising. So you do not need to set a particular commercial strategy. If the results of a particular strategy are ineffective for your advertisement, you can change it. It is very easy to replace an advertising strategy in OTT with a new creative insertion. 

Better And Wider Analysis

When you put in efforts and invest money in ad campaigns, it gets important to know what is the measurement of effectiveness. Most of the OTT services provide detailed data analytics which let the advertisers know how the ad worked. They get to know how people react to the ad, opening up opportunities to improve if need be. As a result, more engaging and strategic commercials can be made.

Increased Exposure

Traditional broadcast methods only have the option of streaming on the television. OTT brings online streaming into the market, making it possible to view the content anywhere. With the help of the internet, OTT provides the provision to view the content on smartphones, tablets, laptops, etc. Therefore, the ads make it out of the living room and have an expanded exposure. 

How Do OTT Ads Get Delivered?

  • Create an audience: The very first step of the delivery process is to create an audience based on the information. Information like subscription data is taken into consideration when choosing the audience. The information can be extracted from first and third-party data like what are the preferred shows or categories of the user.
  • Push the campaigns for display: The next step is all about matching the audience according to the given data. OTT platforms match the audience to the specific subscriber’s list on the various platforms. After this the OTT platforms push the ads. The ads are then downloaded and buffered by various OTT devices.  
  • Generating Reports: The last step of the delivery process is to send back results. The campaigns and platforms generate reports for the advertisers with the help of first and third-party data. The OTT operator then sends back these ad-exposure results. 

Consumers of today watch news, shop online, browse blogs, and thereby also watch video content. OTT content streaming has become the new norm of the modern world. The reach of video content is expanding at very fast pace and this is also increasing advertising opportunities. The viewership as well as user attention is inclining towards OTT. Therefore, we can safely say that OTT streaming services and OTT advertising are here to stay. 

FAQs

1. What is OTT?

OTT stands for over-the-top media service. It is a streaming media service offered directly to viewers via the Internet. The content does not require you to have a subscription to traditional cable service. That is why the OTT media services have completely shaken the traditional programming distributors like cable, broadcasting as well as satellite.

2. Is there a need for OTT?

Around 25-30% of the households do not have any kind of traditional cable services or broadcast contracts anymore. And a lot of other households that do have television contracts have shifted to a bare minimum service pack. That is why even advertisers are looking up to OTT for new platforms as well as a market change.

3. What are the advantages of OTT Advertising?

  • OTT services make it easier for advertisers to segment the audience and deliver relevant content.
  • It is the largest segment of media consumers and it is very profitable for advertisers to invest in internet streaming marketing.
  • OTT does not require you to invest a high amount of money for advertising. So you do not need to set a particular commercial strategy.
  • Most of the OTT services provide detailed data analytics which lets the advertisers know how the ad worked. They get to know how people react to the ad, opening up opportunities to improve if need be.
  • OTT brings online streaming into the market, making it possible to view the content anywhere.

4. How Do OTT Ads Get Delivered?

  • The very first step of the delivery process is to create an audience based on the information.
  • Then, the next step is all about matching the audience according to the given data.
  • And the last step of the delivery process is to send back results.


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