What is OTT advertising?
OTT advertising, or over-the-top advertising, refers to delivering video content over the internet, bypassing traditional distribution methods like cable or satellite TV. This can include streaming services, apps, and websites that provide video content to viewers.
OTT vs. CTV vs. VOD
Over-the-top (OTT)
OTT refers to any streaming content that is delivered over the internet, bypassing traditional distribution methods.
Connected TV (CTV)
CTV refers to television sets that are connected to the internet and can access streaming content.
Video on demand (VOD)
VOD refers to platforms that allow viewers to select and watch video content at their convenience, such as Netflix or Hulu.
Types of OTT ads
There are several types of OTT ads that can be used to reach potential customers, including pre-roll ads, mid-roll ads, and post-roll ads. These ads can be targeted based on demographics, interests, and viewing habits to maximize their effectiveness.
Best practices for OTT advertising
Take advantage of OTT targeting capabilities
OTT platforms offer advanced targeting capabilities that allow advertisers to reach specific audiences based on their interests, demographics, and viewing habits. By utilizing these targeting options, advertisers can ensure that their ads are reaching the right people at the right time.
Focus your OTT ad spend on premium channels, when possible
While OTT advertising can be effective across a variety of platforms, investing in premium channels with high-quality content can help ensure that your ads are reaching engaged viewers who are more likely to convert.
Invest in interactive ads
Interactive ads, such as shoppable ads or interactive overlays, can help increase engagement and drive conversions by allowing viewers to interact with the ad content directly.
Keep an eye out for OTT ad fraud
As with any form of digital advertising, OTT ads can be susceptible to fraud. It’s important to monitor ad performance and be aware of potential fraudulent activity to ensure that your ad spend is being used effectively.
An example of effective OTT advertising
One example of effective OTT advertising is a clothing retailer using interactive shoppable ads on a popular streaming platform. By targeting viewers who have shown an interest in fashion and lifestyle content, the retailer was able to drive engagement and conversions by allowing viewers to shop directly from the ad.
OTT advertising FAQ
What are the challenges of OTT advertising?
One of the main challenges of OTT advertising is the fragmentation of the market, with a wide variety of platforms and devices to consider. Additionally, measurement and attribution can be more complex in the OTT space compared to traditional TV advertising.
What does OTT mean in advertising?
In advertising, OTT refers to delivering video content over the internet, bypassing traditional distribution methods like cable or satellite TV.
What is OTT vs CTV advertising?
OTT advertising refers to delivering video content over the internet, while CTV advertising specifically targets viewers who are watching content on connected TV devices.