Over-the-top (OTT) television streaming has brought a new era of choice to consumers. Its multiplatform distribution and flexibility means viewers are watching what they want,
when they want it — and on whatever device they choose.
Gone are the days of I Love Lucy and 67.3 Nielsen ratings as
families gathered around their TVs. Instead, here are the days
of one-to-one streaming of The Walking Dead or watching
March Madness on OTT services.
As OTT changes the way consumers watch TV, it’s up to
advertisers to change the way they push their messages out.
Direct response advertisers can no longer rely solely on traditional TV to drive action across their consumer base. Due to
the increasing numbers of cord cutters, cord nevers, and cord
shavers, linear TV buys are reaching fewer viewers and ads
are not seeing the responses they once
OTT services that offer live and
on-demand programming give marketers
the ability to serve ads to these hard-to-reach viewers and close the cord-cutting
gap. While marketers have turned to
digital channels like Facebook or Google to find these elusive, tech-savvy audiences, they have been met with viewa-bility issues, low completion rates, and
brand safety concerns that have caused many to rethink their
digital strategies. Premium OTT services, on the other hand,
combat these complications by delivering a true television
experience to the consumer — just without the cord.
Reaching tech-savvy audiences that traditional TV has
struggled to hold on to has not only increased scale and reach
for marketers, but also has introduced a new benefit: du-al-screen viewing. While the thought of viewers using their
mobile devices during a commercial break might seem like
an unwanted distraction, it actually often simplifies the call-to-action (CTA). With the large majority of OTT viewers
watching content on the big screen, using their mobile devices at the same time enables them to browse
the website from a brand’s CTA and move
forward with a purchase.
OTT advertising brings more than just
tech-savvy cord-cutting audiences to the
table — its value also lies in the optimiza-
tion of media buys for marketers looking for
efficiency. Perhaps the most crucial benefit
to making a DR buy efficient is its ability to minimize un-
wanted impressions. On OTT, ads are served via dynamic ad
insertion (DAI) and only air when the viewer’s device is on.
With traditional non-targeted linear advertising, brands can
only hope that their target demo is watching a specific chan-
nel at a certain time. With OTT, DAI can find viewers and
deliver the ad only when they’re watching content — there-
fore increasing the value of the impressions served.
OTT allows brands to narrow in on an audience, utilizing
targeting techniques that many marketers associate with
the digital space. Through OTT, brands can create custom
audiences by demo, daypart, network, device, geography, and
genre — or take it a step further with highly targeted address-
able segments that find specific households based on target-
ing criteria. Using a rich set of demographic descriptors, com-
bined with third-party data analytics,
addressable ads target viewers beyond
traditional demographics so brands are
buying audiences, not programs.
In some cases, brands can execute
addressable campaigns across both tra-
ditional TV providers and OTT pro-
viders that reach the same expansive
national footprint traditional TV buys
alone were reaching years ago.
Finally, OTT provides complemen-
tary value to a traditional media mix. Combining the power
of OTT with a standard TV buy allows marketers to extend
reach to their desired target and ensure their ads are hitting
non-duplicative TV and digital audiences — regardless of
program, network, or device. OTT’s robust targeting and
post-campaign measurement allow brands to experiment and
test campaign effectiveness, such as multiple creative execu-
tions, frequency management, and target segmentation that
ultimately allows them to optimize future buys across both
TV and digital.
The TV space is changing rapidly. Consumers are de-
manding full control of their content with less commitments
and more choice. For advertisers, this means
OTT streaming services are more crucial
than ever. Whether it’s finding hard-to-
reach viewers, targeting custom segments, or
making sure their ads are seen, OTT ads are
hitting hard-to-reach consumers no matter
where, what, or how they are viewing con-
tent — and driving action.
Reaching New Heights With New Media
BY SCOTT BERGER