Before we go much deeper on understanding what OTT advertising is, it’s essential to first consider knowing what OTT is for. OTT or Over-the-Top television/media, which actually is considered to be an online streaming option for movie and television content without any need for a traditional TV contract. Such services could be accessed through your computer, tablet, smartphone or smart TV.
Using Smart TV
Based on the Video Advertising Bureau Reports, there’s more than 70% of users online who use the OTT service for at least once per month. Such services actually still continue to grow in both the overall users as well as the frequency on its use. They also have estimated that in the year 2022, there’s going to be more than 190 million users for OTT on every month.
There are some OTT service that are paid and do not have ads with it, but you could still find some which have ads so that they are able to provide support for the service either with the paid or not membership. Such ads however can’t be sold or bought like the ones you see on a traditional TV advertising. It closely resembles more the digital video advertising.
There are different benefits which you could get from an OTT advertising. Some of it are as follows:
OTT before was not able to boast that having a larger reach is in fact a strength to get a good platform. However it has grown fast over the last few years and is now able to reach a much larger audience. A fact is, OTT now comes with a larger reach than other types of platforms.
Comes with Stronger Targeting
Targeting would be another benefit of OTT. Businesses can choose their geographic location, demographics as well as topics that they have to advertise on. Such kind of targeting is not made possible with traditional TV advertising and this can help in reaching the appropriate audience. It will also help in reducing the possible waste advertising resources and increase the efficiency of advertising.
Most OTT platforms offers analytics on advertising. This would usually include view data as well as impression. There are some platforms that could offer a lot more types of data and could segment the data through placement or targeting.
Flexible Budgeting Option
The ability in targeting and in tracking views will allow flexible budgeting. There are few impressions which could be purchased on a specific target audience in order to increase efficiency and at the same time minimizing the expense.