OTT Marketing: What You Should Know
OTT marketing can put a business’s message alongside streaming video. It is one option to consider alongside other channels, depending on your audience, budget and goals.
What is OTT?
Over-the-top (OTT) services deliver video over the internet rather than through a traditional cable or satellite subscription. People can watch on phones, computers and connected TVs.
Connected TV (CTV) refers to an internet-connected television or device used to watch streaming content. It is one way to watch OTT video; OTT is the delivery method, while CTV describes the viewing device.
So what is OTT marketing?
OTT advertising places messages in available streaming inventory. Video ads may appear before, during or after content, depending on the service, plan and placement. Not every streaming service or subscription includes ads.
Why choose OTT advertising.
OTT can help reach viewers in an environment where they watch streaming content. Available locations, audiences, formats and minimum budgets vary by provider. An impression means an ad was served; it does not prove someone paid attention or took action.
For example, a local home-service business could test an ad-supported placement in its service region with a limited budget and a clear offer, then review reach, frequency, campaign cost and relevant enquiries.
OTT marketing and retargeting.
Some providers offer audience matching or retargeting across supported devices and channels, including social media. Options depend on the platform, available data, permissions and campaign settings. Sharing an internet connection does not automatically make a streaming viewer eligible for a particular retargeting ad.
Making money via an ad-based OTT channel.
Advertising-based video on demand (AVOD) is a model in which a video service supports content with advertising. A publisher earning revenue from ads in its own content has a different goal from a business buying advertising space in someone else’s stream.
For advertisers, evaluate whether the available inventory reaches the right audience at a reasonable cost; for publishers, revenue depends on factors such as viewership, ad demand and the terms of the service.
Consumers like ad-supported streaming.
Some viewers choose ad-supported streaming because it may be free or less expensive than an ad-free plan. Preferences differ, and availability varies by service and location.
Final Thoughts.
Before investing, define the audience and outcome, check the provider’s available inventory and measurement, and set a test budget. Review reach, frequency and enquiries alongside costs. Cross-device attribution and shared viewing can make it difficult to determine exactly which sales an ad caused, so interpret results in context.
