OTT INVENTORY & DEVICES

OTT Advertising

 

 

OTT DEVICES ARE HERE TO STAY

Did you know 71% of Internet users view an over-the-top (OTT) service at least once a month and 11% of all U.S. TV households exclusively use OTT devices? That’s 14.1 million homes, a statistic that’s tripled since 2013, according to the Video Advertising Bureau (VAB). Additionally, 88.7 million households in the United States use connected TVs.

If you want to be seen, a presence on OTT devices is a must. Consumer appetites are growing at an exponential rate, with 70% of OTT households securing multi-channel subscriptions. Cutting the cord is the new normal and many individuals now identify as “cord-nevers.” To top that, one-third of OTT users have three or more devices that enable them to watch OTT content both on-the-go and at home.

 

OTT DEVICES

Today, there are 820 million OTT devices in the United States. According to the VAB, 30% of those devices are smartphones, followed by smart television (15%), and personal computers (15%). Additional OTT devices include tablets, gaming consoles, streaming sticks, and home media servers. While smartphones do encompass the majority of OTT devices, advertisers are typically seeking more of a “living-room-esque” experience. We utilize device targeting optimizations to serve only into true OTT devices and connected TVs.

Ads can be placed on these devices either through private marketplace placements (PMPs), direct deals (where publishers get a first look at the inventory) or via an open market. The more partnerships, the greater reach and scalability for advertisers.

Strategus has accomplished this by setting up private marketplace or PMP relationships with virtually all streaming inventory providers in the market. This way, we remain inventory agnostic and let the audience tell us whereto serve the ads.

— Joel Cox, Director of Digital Strategy and Co-Founder of Strategus

 

ROKU          CHROMECAST        AMAZON FIRE            APPLE TV

 

OTT DEVICE TARGETING

Implementing programmatic OTT ad campaigns enables razor-focused OTT device targeting. Advertisers can direct message to device-specific audiences. For example, an ad may run solely on streaming devices where potential app users linger. This instance of OTT device targeting would exclude devices that don’t host apps, such as personal computers.

Some OTT viewers, however, are device agnostic and login anywhere and everywhere.We have a solution for that too. After diving deep into the analytics surrounding your audience, we will target all (or a select grouping of) devices where your target audienceis watching.

 

OUR PROCESS

We keep programmatic ad buying simple. Real-time data collection and analysis strategies define your audience. Then, we serve up your polished campaign via OTT device targeting where your future customers are watching based on preferred streaming services, buying habits, time of day, demographics and more.

We take the guesswork out of OTT ad buys, thanks to programmatic technology. We use programmatic real-time bidding (RTB) to access every Ad Exchange and Data Management Platform (DMP) to land the highest quality OTT impressions on the web. This precision elevates your ROI while simultaneously accomplishing your marketing and advertising goals.

 

OTT inventory & devices shouldn’t be a one-size-fits-all approach.

 

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