As streaming entertainment transforms how consumers experience TV, movies, and gaming, it only makes sense that advertising would undergo significant shifts.
For brands and businesses, new avenues for advertising present an excellent opportunity to engage prospective customers, particularly those in the discovery phase of the customer journey. Even better, advertising via streaming platforms enables brands to leverage advanced technology, such as machine learning and data insights, to optimize their marketing efforts.
Over-the-top advertising, also referred to as OTT advertising or streaming TV advertising, has become a go-to tool for brands looking to elevate their ad strategies. We are providing a practical breakdown, addressing key points that include:
- An explanation of OTT ads and where OTT ads are displayed
- Tangible examples of OTT advertising
- A more effective alternative strategy that outpaces OTT ads in numerous ways
What is Over-the-Top (OTT) Advertising?
Over-the-top (OTT) advertising is a method that delivers ads to viewers via the internet, specifically through streaming video devices or services such as smart/connected TVs (CTVs).
The ads are labeled over-the-top (OTT), meaning they bypass the traditional TV providers in charge of media distribution, allowing brands and marketers to go “over the top” to reach their target audiences directly. As a result, there is far greater freedom of movement because there are no limitations imposed by geographic boundaries or pre-determined broadcast schedules.
Where Do OTT Ads Get Displayed?
OTT advertisements can be displayed on various devices or streaming apps and platforms that use the internet to stream video. These platforms include any devices capable of streaming online videos, such as mobile devices, smart TVs, personal computers, gaming consoles, and more.
These devices and platforms can be split into four basic categories:
- SVOD (subscription video on demand): Streaming services that require a paid subscription, such as:
- Amazon Prime Video
- AVOD (advertising-based video on demand): Streaming services that offer free streaming video supported by ads, such as:
- vMVPDs (multichannel video programming distributors): Streaming service providers that have paid TV programming across multiple channels
- YouTube TV
- CTV (connected TV): a television device that is connected to the internet, either via smart TV technology or a compatible device, including:
- Apple TV
- Amazon Fire
One important caveat is that OTT ads do not simply “appear”; rather, the delivery of OTT ad content is facilitated by various OTT distribution channels.
OTT Advertising Examples
OTT ads might be relatively new by the standards of established marketing practices, but a number of well-known brands are exploring how OTT could work to support their goals. Here are a couple of real-world examples of OTT ads in action.
- The Hershey Company implemented OTT ads via Amazon Streaming TV, aiming to extend the reach of their tried-and-true TV campaign strategies. One key aspect of their OTT strategy was the timing of targeted ads, which was designed to align with seasonal milestones relevant to the brand and its audience.
- Avocados from Mexico tapped into first-party data to pinpoint specific households based on their purchase and consumption habits, so the brand could more effectively target consumers with their OTT ads.
CETV Now! Offers a Better Alternative to OTT Advertising
Now that you have the basics of OTT ads, ask yourself this: what if there was a way to amplify all of the benefits of OTT advertising with a strategy that was actually more affordable and more locally targeted?
That is precisely what CETV Now! is, and it is a service that is far more accessible than you might think.
CETV Now! utilizes digital signage advertising to execute hyper-customized ad campaigns that can be easily tailored to suit your budget and goals, allowing you to reach an audience that flawlessly fits a clear set of parameters. It is a global ad placement service that puts your message in front of the right people, in the right place, at the right time.
You’ll have full control over the optimization of your ad spend, and be able to implement highly effective campaigns without overspending your budget.