OTT (Over-The-Top) advertising allows businesses to distribute their video content solely to their customer base. Target your custom audience using address lists, income, age, marital status, and hundreds of other variables.
OTT uses content is viewed on devices like FireStick, AppleTV, Roku, etc., as well as SmartTVs, tablets, mobile phones, computers, and gaming consoles. Viewers use both subscription and ad-supported OTT platforms. Commercials served on ad-supported OTT platforms appear just like they do on broadcast television and are non-skippable.
You can see how many ads were served, who they were targeted to, how many times the video was viewed, the click-through rate to the website, then how many turned into an opportunity.
OTT/CTV is still relatively new to most markets and because of that, it has a lower average cost per view than traditional TV and Radio.
This year, US residents will spend 80 minutes per day with subscription over-the-top (OTT) video, up 8.7% over the previous year.
Over-the-top (OTT) advertising is more effective because unlike traditional television advertising, it is trackable, highly-targeted, and produces a strong return on investment.
OTT is the hottest new thing in marketing. Over the last few years, social media has made it much harder to target and has become over-saturated. That’s why we have seen such a shift in advertisers moving their social media budget over to different programmatic tactics like Over-The-Top and Geofencing.
58% of marketers said they have shifted budget from linear TV efforts to OTT/CTV.
Over half (54%) of advertisers said they increased their programmatic OTT/CTV investments in 2021.
In Q2, 96% of OTT/CTV ads were viewed through completion, per Extreme Reach.