Exploring What Makes OTT and CTV Campaigns Tick
In the world of visual advertising, there are many ways to forge connections with consumers. As times change, however, best practices also vary. Where marketing on broadcast television once reigned supreme in consumer engagement, internet video advertising is claiming the throne.
By 2020, more people will view content via over-the-top, or OTT, streaming services than broadcast television. How should your marketing plan evolve to keep up with the times? Here’s why you need to master digital video outreach.
Getting to Know Your Outreach Options: OTT Flavors
OTT marketing targets consumers who prefer to do their watching via streaming video apps and websites like Hulu, Amazon Video, YouTube and Netflix. Connected TV, or CTV, advertising goes after viewers via connected devices such as Apple TV, Amazon Fire, Google Chromecast and other smart hardware.
What’s the big difference? After all, CTV is technically a subset of OTT and both bypass the traditional cable box to reach viewers. Your choice of outreach style, however, can dramatically impact your ability to reach people.
Making OTT Advertising Work for Your Enterprise
As recently as 2017, a majority of people between the ages of 18 and 29 watched more streaming TV than anything else but your firm can’t succeed just by chasing viewers as they migrate — OTT marketing demands a different perspective than broadcast TV advertising. Although the price barriers to entry may be attractive, viewers are more discerning. After all, they’re accustomed to choosing what they watch so why should they sit through your ads?
It can also be hard to predict how viewer tendencies might swing. Subscription service providers are known for engaging in price wars, and the prevalence of exclusive programming means that viewers aren’t afraid to switch loyalties to enjoy their favorite content.
How Should You Plan Your Next Campaign?
Overcoming such marketing quandaries may seem impossible but the solution is actually straightforward. If you’re considering a future campaign then now is the time to start planning and laying the groundwork. Getting a campaign framework — complete with analytics program — up and running early will let you adapt seamlessly as audiences change. You’ll also be able to repurpose broadcast and cable TV ad dollars into a platform with more attractive demographics and guaranteed delivery. No skips, no way to easily change the channel.
Choose a comprehensive OTT outreach solution that lets you target specific audiences with exacting precision, serve relevant geo-fenced ads, scale seamlessly and work with numerous publishers and streaming services. Platforms that keep your options open make it easier to win consumers’ hearts, minds and attention spans without breaking the bank.
If you have considered OTT, CTV or any form of digital video advertising give us a call or contact us today. We’ve helped companies large and small make the most of their advertising budget and reach their target audience more efficiently even in today’s crowded marketing world.