OTT, or “over-the-top” advertising, is exploding right now, giving marketers new ways to reach their target audiences, grow revenue, and gain top-of-mind awareness. But does it deserve a place in your ad strategy?

OTT refers to any form of advertising that delivers content via the internet without the need for a traditional cable or satellite TV subscription. Unlike traditional linear TV ads, which are delivered through a single channel to everyone who is watching at the same time, OTT ads are delivered through multiple channels and can be targeted to specific audiences.

This makes OTT ads more effective than traditional TV ads, as they can be tailored to specific demographics and interests. Could OTT be key to unlocking major business growth? Here’s how OTT ads can play a role:

Stand Out in the New Normal

People change, and so do the ways in which brands reach them. With more consumers using streaming services like Netflix and Hulu (and not just on their TVs), it’s important for brands to find new ways to connect with them. 

Connected TVs provide an attractive opportunity for advertisers to stand out in the face of evolving consumer habits and preferences. With video marketing and video consumption continuing to skyrocket, using OTT ads allows you to meet customers wherever they are online.

Reach Cord Cutters and Diverse Audiences with Precision Targeting

We’ve come a long way since the days of choosing specific TV channels and broadcasting the same message to a mass audience. These days, advertising can and should be more targeted, especially since more than 39.3 million people have cut the cord.

OTT ads are delivered to audiences who are already engaged with digital content. They are also highly personalized, allowing you to target specific segments of your audience based on things like demographics, interests, and even viewing habits. What’s more, OTT platforms offer a wealth of data that you can use to further refine your targeting efforts.

Develop Dynamic Creative

OTT ads steer clear of a one-size-fits-all approach and allow brands to experiment with different types of creative. For example, companies can tap into a user’s location and show them available inventory at their local store. This is a huge leap from sending the same mass message to millions of viewers, plus it retains the scalability of being able to serve dynamic experiences with minimal effort.

The more tailored your creative, the more likely your audience is to engage.

Adjust Your OTT Strategy and Spend on the Fly

One of OTT’s greatest advantages is its ability to share data with advertisers and publishers in real-time. By seeing engagement rates and successes almost instantly, brands can make better spending decisions and double down on their wins. Or, if campaigns aren’t performing, they can adjust their creatives to improve their results rather than letting a lackluster ad experience rack up expenses.

How Infillion Takes Your OTT Ads to New Heights

Infillion’s suite of OTT technology helps you enter the future of connected TV. We support multiple creative formats for OTT ads and provide the expertise necessary to optimize your content for CTV media. Get in touch today to learn more!

If you’ve ever seen a commercial on a streaming platform like Hulu or watched a Twitch livestream, you’ve experienced over-the-top advertising (OTT ads) firsthand. Unlike traditional TV advertising, OTT ads don’t require a cable or satellite subscription for publishers to reach viewers. All you need is an internet-connected device and streaming content. 

Here’s more on OTT ads and why they’re such a powerhouse in the digital ad market.

OTT Advertising Definition

An OTT ad is a digital advertisement that is delivered through an internet-based platform instead of traditional television. This type of advertising has become increasingly popular in recent years. More and more people are cutting the cord and ditching their cable TV subscriptions in favor of streaming services like Netflix, Hulu, and Amazon Prime Video.

OTT ads are usually shorter than traditional TV commercials, and they’re often targeted to a specific audience based on factors like age, gender, location, viewing habits, and interests. They can also be interactive, which allows viewers to take action directly from the ad (such as clicking through to a website or purchasing a product).

Benefits of OTT Advertising

Overall, OTT advertising is an effective way to reach consumers who are spending more time streaming content online. And because these ads can be targeted and customized to each viewer, they have the potential to be even more effective than traditional TV commercials.

These capabilities offer a few key advantages compared to other forms of advertising:

• Less Budget Waste: With better ad targeting, you can avoid showing your ad to people who aren’t likely to care about it. Only pay to show your ad to your desired target audience and keep your ad budget in check.
• Increased Engagement via Improved Relevance: Better targeting leads to better engagement. When viewers see ads they care about, they’re more likely to respond. What’s more, it’s easier to measure engagement via OTT ads compared to traditional TV advertising.
• Brand Protection: OTT advertising ensures your ads are placed in front of the right audience and that your message is not diluted by other advertising. This helps you keep your brand image intact and avoid getting lost in the noise.
• Greater Accountability: With plenty of data tracking available, OTT ads help marketers and advertisers gain more accountability. They can prove their efforts are working, optimize future campaigns, and justify getting a larger share of the budget.

Challenges of OTT Advertising

Despite its popularity, OTT advertising isn’t without its challenges. 

In a research report with IPSOS, Infillion found that 61% of consumers will divert their attention to something else when an ad airs. There’s also fierce competition for visibility. Small brands are competing with global names for inventory. With OTT advertising becoming a growing practice, companies need to bring their A-game at all times by working with a premium campaign planner like Infillion. 

Should You Go All in on OTT Ads?

OTT ads are giving brands new ways to connect with their target audiences as traditional channels lose their luster. The benefits can far outweigh the possible downsides, especially with a partner like Infillion. We bring a full technology suite to help you craft dynamic creatives and experiences and build real connections.

Learn more about products like TrueX and InfillionX.