In an era where digital connectivity is the norm, the way we consume content has undergone a profound transformation. Over-the-Top (OTT) and Connected TV (CTV) have emerged as dominant forces in the realm of entertainment, offering viewers unprecedented flexibility and choice in how they engage with media. For the health industry, leveraging OTT/CTV represents a golden opportunity to connect with potential patients in a highly targeted and engaging manner.
Understanding OTT and CTV
OTT refers to the content we consume over the internet, bypassing traditional distribution channels like cable or satellite. This encompasses a wide range of programming, from streaming services like Netflix and Hulu to on-demand content offered by cable providers ,and popular ad supported apps like Pluto, Freevee and Crackle. On the other hand, CTV, or Connected TV, refers to the devices we use to access this content—smart TVs, streaming sticks, gaming consoles, and more.
In essence, OTT content is what we watch, while CTV devices are how we watch it. The term “OTT/CTV” combines these elements to describe long-form episodic programming viewed on smartphones, tablets, computers, and internet-connected televisions.
The Growing Popularity of OTT/CTV
Recent data underscores the escalating prominence of OTT/CTV in the media landscape. Nielsen reports that linear TV viewership dipped below 50% in July 2023, with both broadcast and cable hitting new lows. Meanwhile, a staggering 84.4% of US households possess the capability to stream television, highlighting the widespread adoption of digital streaming platforms.
Moreover, the average American now spends over three hours per day consuming streaming TV content—a testament to the pervasive influence of OTT/CTV in shaping our entertainment preferences. With 8 in 10 US households owning at least one CTV device, and an average of 4.1 devices per household, the reach of digital streaming platforms is undeniable.
Why Health Industry Should Embrace OTT/CTV
Given the ubiquity of OTT/CTV and the shifting dynamics of media consumption, the health industry stands to gain significantly from embracing these platforms as a means of reaching potential patients. Here’s why:
- Targeted Advertising: OTT/CTV platforms offer sophisticated targeting capabilities, allowing healthcare marketers to tailor their messages based on demographics, interests, viewing behavior, and even locations the viewer has physically visited ( geo-fencing with cross devise matching). This precision targeting ensures that healthcare advertisements reach the most relevant audiences, maximizing engagement and impact.
- High Engagement: Compared to traditional TV advertising, OTT/CTV ads often enjoy higher levels of viewer engagement. With viewers actively choosing to stream content, they are more receptive to advertisements that are seamlessly integrated into their viewing experience. This heightened engagement translates into greater attention and recall for healthcare messaging.
- Measurable Results: Unlike traditional TV ads, which can be challenging to track and measure, OTT/CTV advertising offers robust analytics and performance metrics. Healthcare marketers can gain valuable insights into ad impressions, completion rates, and even foot traffic conversions into your facility.
- Cost-Effective Reach: OTT/CTV advertising can be a cost-effective alternative to traditional TV advertising, especially for healthcare organizations with limited marketing budgets. By precisely targeting relevant audiences and eliminating wasteful spending on broad-spectrum campaigns, healthcare marketers can achieve greater efficiency and ROI.
- Enhanced Brand Awareness: Leveraging OTT/CTV platforms allows healthcare organizations to enhance their brand visibility and establish a strong digital presence. By delivering compelling and informative content to prospective patients, healthcare providers can position themselves as trusted authorities in their respective fields, fostering brand loyalty and patient trust.
Conclusion
In an era characterized by digital disruption and changing consumer behaviors, the health industry must adapt its marketing strategies to meet evolving patient expectations. By embracing OTT/CTV as a powerful tool for reaching potential patients, healthcare organizations can unlock new opportunities for engagement, awareness, and growth. With the ability to deliver targeted, engaging, and measurable advertising, OTT/CTV represents a compelling avenue for healthcare marketers looking to connect with audiences in the digital age.
Ready to explore how leveraging OTT/CTV can transform your healthcare marketing strategy? Schedule a meeting with our experts today to discover how targeted, engaging, and measurable digital streaming advertising can help you connect with potential patients. Click here to book your consultation and start maximizing your reach and impact.
Shannon Ellisor
Vertical Accounts Director
ThriveFuel Marketing
