If you are thinking of launching your OTT platform this would be the opportune moment as OTT advertising spend increased by 47% in 2021. Between 2020 and 2021, the viewership of OTT TV content increased by a whopping 115%. In this blog, we will be taking a deep dive into the world of OTT marketing and how is it beneficial for advertisers and publishers.
OTT marketing or over-the-top marketing refers to delivery of ads though video streaming platforms online. Unlike traditional TV advertising, OTT marketing is a much broader term that encompasses all OTT streaming devices, not just TVs. OTT marketing includes ads that are displayed on connected TV advertising (or CTV advertising), video ads on mobiles, desktops, banner ads, sponsored content and more.
OTT ads are different from traditional TV ads. How is it different? Well, traditional TV ads were controlled by the TV network and the corporations advertising on it. However, over-the-top marketing totally eliminates this process of ads being controlled by traditional TV providers and reaches directly to consumers over the internet. Through OTT ads, marketers can reach audiences directly, compelling them to buy their product or services.
Brands are investing in ott advertising as there are many benefits. Following the cues of Netflix and Amazon, many organizations have shifted to OTT as the OTT market is young and ideal for getting brands in front of vast audiences at relatively low prices. Compared to the huge expenditure on TV commercials, OTT marketing lets advertisers reach their target audiences for a fraction of the cost.
Check out our guide to video marketing: How to Get Started with Video Marketing
Nowadays very few people watch cable TV and most millennials have cut the cord and rely only on OTT content. Did you know that nearly 30% of U.S. consumers are planning to cut the cord in 2021? Well, that’s a huge number. By incorporating OTT ads, organizations can reach out to the millions of cord cutters on OTT platforms that otherwise would have been lost to cable or satellite TV. Although there is still substantial TV viewership worldwide, recent studies show that as much as 90% of the younger crowd prefer accessing TV content through the internet. This automatically makes OTT marketing one of the best tools to reach out to the younger audience.
Probably one of the best advantages of OTT marketing is the notable amount of reduced ad expenditure compared to commercial ads on the television. Nowadays brands don’t heavily rely on running round the clock TV and social media ads. OTT advertisements work like this- OTT ads drive precise targeting that eliminates wasted ad runs. For example, if a viewer is a sports fanatic or a sports person himself/herself, he or she will most likely see ads by sports brands highlighting their products while watching content on OTT platforms. This can happen only on OTT platforms and not traditional TV. So, in this way a viewer can by watching OTT ads not only helps to drive brand awareness but also helps in conversions as he or she is most likely to buy that product after watching that ad.
When you incorporate OTT ads, you enable retargeting. In this way you can re-target your audience through OTT platforms, websites, social media, audio ads, or any other channel that you use. Retargeting yields excellent results as they display ads that are relevant to your audience compelling them to buy your product or service.
Ad blockers is a software designed to prevent advertisements from appearing on a web page. And have been plaguing the advertising industry online for years now. As of 2021, around 27% of Americans block ads when browsing the web, according to recent research. Ad blockers prevent ads from getting displayed to potential customers leading to loss of potential ad revenue.
Here’s where OTT marketing comes into play as blocking ads on OTT apps is highly improbable, so publishers and advertisers can promote their products and services without fear of unwanted ad blockers thereby leading to increase in ad impressions.
There are many different ways you can get started making money on OTT. You can also leverage OTT ads to reach your audience in innovative ways. We hope we have been able to educate you about OTT advertising and making it a part of your marketing strategy to engage with your audience in meaningful and personalized ways.
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Written by: Sreejata Basu
Sreejata is the Manager for Muvi’s Content Marketing unit. She is a passionate writer with a background in English Literature and music. By week Sreejata spends her time in the corporate world of Muvi, but on weekends she likes to take short hiking trips, watch movies and read interesting travelogues.
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