Before we go on the discussion on what OTT advertising is, it is crucial to consider knowing first what OTT is. OTT is Over-the-Top television/media, which is the online streaming option for movie and television content even without the contract from a traditional TV. You can gain access to it through your tablet, smartphone, PC or smart TV.
Using the Smart TV
According to a study made by the Video Advertising Bureau Reports, more than 70% of internet users uses the OTT service for at least once every month. Such services actually still continue to grow in both the overall users as well as the frequency on its use. It was also estimated that when the year 2022 comes, more than 190 million users of OTT is going to be there every month.
Though you could find some OTT services that are paid and do not have ads, you would still be able to find some which have ads so that they could support the service either with a paid or not membership. These kind of ads however are not being purchased or sold like those with the traditional TV advertising. It actually resembles more like digital video advertising.
OTT advertising can in fact give you different benefits. Some of these benefits are:
Reach is Farther
Before, OTT was actually not able to boast that a larger reach is good for the platform. However it has grown fast over the last few years and is now able to reach a much larger audience. A fact is, OTT now comes with a larger reach than other types of platforms.
Targeting is more Stronger
Another benefit of OTT would be targeting. A business could in fact choose their geographic location, topics that they should advertise on and demographics. Such kind of targeting is not made possible with traditional TV advertising and this can help in reaching the appropriate audience. It could also help to reduce any possible waste advertising resource and it can help increase the efficiency of your advertising.
Best Advertising Analytics
Most of the OTT platforms are able to offer analytics for advertising. This would usually include view data as well as impression. There are some platforms that could offer a lot more types of data and could segment the data through placement or targeting.
Budget is Flexible
The ability to track and target views will allow flexible budgeting. There actually are several impressions which could be bought for a specific target audience in order to help maximize efficiency and in minimizing expenses.
We now live in a world where there’s huge technological shifts and many consumers in fact have now adopted the online video consumption.