Over-The-Top (OTT) Marketing

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What is OTT (over-the-top)? It refers to the productized practice of streaming content to customers directly over the web – video streaming, audio streaming, messaging that bypasses mobile SMS networks, as well as voice and video calling via the internet.

OTT is not the way of the future, it is here now and is taking over the media marketplace. Advertisers need to adjust their budget distribution percentages to reflect the new ways their target customers are accessing media, news and information. Don’t be left holding on to the cord that was cut. 

Wondering why? Let’s answer your question with one of our own: What if your video ad could be geographically targeting down to the zip code, and can be demographically targeted to viewers so accurately that two people in the same household, viewing programming on different devices, are served different ads?

Moreover, what if you can A/B test your ads, change creative on the fly and have real performance data specific to your ads, not estimates based on the viewership universe (i.e. Neilsen ratings)?

OTT advertising offers this and a whole lot more. Still not convinced it is something to consider in 2020? Check out these stats:

  • OTT usage has tripled since 2013, rising to 14.1 million homes (11% of all U.S. TV households). In comparison, 12% of U.S. households view TV by an antenna ( Adweek )

  • 71% of internet users also use OTT services (VBA)

  • OTT has ad view-through rates (VCR – Verified Completion Rate) in excess of 80% (Marketing Charts)

  • While watching a program via an OTT service, two out of every three people use a second screen to look up information about a product they saw during that program ( Adweek )

But wait, there’s more….

As a bonus for reading today, here is another term that is leading digital conversations – we even alluded to it earlier in this article:

Cord Cutter: A person who switches from a pay TV subscription (cable, satellite or telephone company) to an Internet-based streaming service such as Amazon FireTV, Roku, Netflix, Hulu, Pluto, Sling. There are over 200 OTT providers in the U.S. ( Digiday )

Let’s go Over-The-Top together.

This article and cited credit goes to:

https://articulon.com/over-the-top-marketing/