As the options for watching television continue to evolve, so does the way in which advertisers can reach consumers. – Connected TV Advertising
One of the newer ways that viewers can experience TV is through over-the-top (OTT) services. OTT is a term used for content delivered over the internet without requiring users to subscribe to a traditional cable or satellite service. Although there are many different types of OTT services, the most common are streaming video services like Netflix and Hulu.
Connected TV (CTV) is a term used to describe TVs that are connected to the internet. This could be through an external device like a Roku or Apple TV, or built into the TV itself. CTV advertising allows businesses to target ads specifically to these televisions using a variety of tools.
So what is the difference between OTT vs. CTV? We’ll explain everything you need to know in this post.
What is OTT Advertising – and How Does it Differ From Traditional TV Advertising Models?
OTT advertising is a form of digital advertising that delivers targeted ads to consumers through streaming media platforms.
Unlike traditional TV advertising models, OTT marketing allows marketers to target specific audiences with precision and to track the impact of their campaigns in real-time.
As a result, OTT advertising has become an increasingly popular way for brands to reach consumers, and it is expected to continue to grow in popularity in the years ahead. While there are many benefits to OTT advertising, it is important to note that it is not without its challenges.
For example, some streaming platforms, like Netflix, do not yet offer the same level of ad targeting as traditional TV platforms (yet).
Nonetheless, OTT advertising is a powerful tool that can help brands reach their target audiences in a more efficient and effective way.
The Benefits of Using OTT and Connected TV Advertising for Businesses
Running a successful business is no easy feat, and there are many different factors that can make or break your success. One crucial element that businesses need to focus on is their advertising strategy. While traditional forms of advertising, such as billboards, print ads, and TV commercials, are still popular, newer avenues like OTT and connected TV advertising have started to gain traction in recent years. These platforms offer numerous benefits to businesses of all sizes, allowing them to reach new audiences while also maximizing their return on investment.
One key advantage of using OTT and connected TV advertising is its ability to connect with audiences across multiple devices. Unlike traditional television and radio platforms, OTT and connected TV allow users to tune in at any time through their TV sets or mobile devices. This means that they can be reached anywhere in the home or when on-the-go.
Additionally, this flexibility makes it easier for businesses to target specific demographics based on location, day part viewing levels, device preference (i.e., smartphone vs. laptop vs smart TV), and other important factors.
With their large screens, high definition visuals, and interactive touch capabilities, these platforms allow users to engage with brands in ways that have not been possible before.
For example, instead of simply watching a video commercial, viewers can tap on a banner ad to get more information about a product or service. Similarly, advertisers can create custom content for OTT and connected TV audiences by integrating special features like polls or quizzes into their ads.
Overall, these platforms offer tremendous potential for businesses looking to connect with today’s tech-savvy consumers on an engaging and meaningful level.
How to Get Started With OTT and Connected TV Advertising
To get started with connected TV advertising effectively, it’s important to first have a good understanding of the basics.
With connected TV advertising, brands have the opportunity to engage this growing user base in a very powerful way. This can involve targeting specific users based on their online behavior or demographic data, and offering more personalized experiences that complement the programming they’re watching.
Whether you’re new to OTT or an experienced marketer looking for ways to take your campaigns to the next level, there are a number of steps you can take to start leveraging this exciting medium and reaching your audience in new and innovative ways.
Some key things to keep in mind when getting started with OTT/connected TV advertising include:
- Researching the different platforms and providers available in your market.
- Developing an effective targeting strategy based on audience demographics or browsing habits.
- Finding the right ad types and formats that will resonate with your audience.
Final Thoughts
It’s important to keep in mind that not everyone is watching television the same way anymore.
The Nielsen report shows that traditional live TV viewership continues to decline, while time spent watching streaming video on devices such as laptops, desktops, smartphones, and tablets is on the rise.
This provides advertisers with a huge opportunity to reach consumers through connected TV advertising.
If you’re looking for ways to increase your brand awareness or get more leads and sales, consider trying out some of these tips for OTT and connected TV advertising.
