Have You Heard About OTT Advertising? Here’s What You Need to Know
In the current media landscape, the two major television experiences are linear and digital streaming. Linear TV refers to cable, satellite, and over-the-air (OTA) programming. Digital streaming is ruled by services (platforms) such as Netflix, Amazon, Max (HBO), and others that have been emerging in recent years. For the most part, advertising on linear TV and streaming services is managed separately, but there is a new video marketing format that bridges the gap.
Over-the-Top (OTT) advertising is a strategy that can display video commercials and banners on internet-connected devices that receive linear TV signals, digital video streams, or both. The devices can range from smartphones to smart TV sets; as long as they connect to the internet, your brand or business can benefit from OTT advertising.
With OTT ads, you can access a broader audience. Your ads will run independently from the commercials playing on streaming and linear TV programming. Your messages can be delivered to active viewers seamlessly across screen formats and content types. Whether it’s a captivating video commercial during a live TV sports event or a targeted banner displayed alongside a streaming film, OTT ads offer a versatile approach to reaching audiences.
Another advantage of OTT ads is that their targeting can be fine-tuned to maximize return on investment (ROI). According to a recent analysis by Advertising Age, OTT marketing can be as effective as podcast advertising because it can be targeted to viewers who meet highly specific criteria.
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