What is OTT and How Can it Innovate Your Advertising Strategies?
Everything from the way we watch TV to how it’s dispersed is evolving. Traditionally, in order for a user to consume film and TV content they would subscribe to a cable or satellite pay-TV service, such as Comcast, DirectTV or Dish Network.
With the introduction of OTT, which stands for “over-the-top,” users are now able to “cut the cord” and bypass the traditional distribution of film and TV content and instead consume via the Internet through OTT apps and services.
Examples of OTT devices include Smart TVs (such as Google TV and LG Electronics Channel Plus), gaming devices (such as Xbox One, PlayStation, and Wii U), smart set-top boxes (such as Roku, Google Chromecast, and AppleTV), desktops and laptops, tablets, and smartphones (such as iPhones, Android Phones, and Windows phones).
So how does OTT work? Let’s say the user wants to catch the latest episode of The Walking Dead. They can download the Netflix app via their Xbox One console, then sign into their Netflix account and instantly begin streaming that show and many more.
Through Advanced TV advertising, a sophisticated and innovative advertising strategy, marketers are able to reach the cord cutters. Marketers can access video ad inventory that the user must view before they can consume the desired TV or film content. The video advertisement is 100% viewable and non-skippable. The video ad length can be 15, 30 or 60 seconds long. Video success is dependent upon marketers having a clear, creative video ad length strategy. Through Advanced TV advertising the marketer is able to better target and access new inventory that is not available via traditional TV. Marketers are able to measure performance by metrics such as Gross Rating Points, on-target percentage and more.
With TV and film consumption evolving by users cutting the cord and consuming their desired TV and film content via OTT devices marketers are able to utilize Advanced TV advertising to reach their target market and increase ROI.