Whats OTT? We're Glad You Asked!

With OTT advertising becoming more prevalent in today's advertising market, we want to take a deep dive into what it is and how it works. 

OTT (Over-The-Top)

The capacity of streaming companies to bypass TV providers is referred to as "over-the-top." OTT services are not constrained by broadcast schedules or geographical restrictions. Viewers can watch their favorite shows at any time of day or night.Since OTT ads can be streamed at any time, the ads also need to be formatted for all devices capable of viewing the content that's being streamed, so optimizing them for multiple devices is necessary. 

Why Is OTT Advertising Trending?

OTT is trending because it allows for agencies to put ads on one of the most consumed contents possible, allowing for greater exposure. With a lot of streaming platforms adopting ad-based subscription tiers like Hulu and HBO Max, the amount of exposure through this channel is only going to increase with time, especially with Netflix announcing that it's going to start advertising on its service via a bottom-tier subscription plan.

The Audience

OTT services can target particular audiences, unlike traditional TV programming, which must serve a large audience. Your ad money will go further on an OTT platform, reaching a more targeted, niche audience than traditional types of advertising. With the greater capability to target the audience set you want, it’s a stand-out way to reach your marketing goal.

If you incorporate OTT into your overall marketing plan, you may re-target your audience through OTT, social media, audio ads, your website, and any other channel you employ. Incorporating your audience into your ecosystem can assist increase user engagement across several platforms.

What We Think

OTT is a huge channel for marketers to reach their audience, we’d wholeheartedly encourage any agency to engage and use this avenue to reach their marketing goals. OTT will continue to become more prevalent in marketer's tool belt and will be a stand-out choice for anyone trying to capture and retain attention.

Questions about the market, and how this could affect you? Reach out to us below! Also, make sure to subscribe to our newsletter here!

Sources:

Johnson, T., 2022. What Is OTT Advertising: A Breakdown of Over-the-Top Ads. [online] Tinuiti. Available at: <https://tinuiti.com/blog/ott-over-the-top-ads/ott-advertising-guide/> [Accessed 18 May 2022].