OTT advertising is the buzzword in the world of digital advertising. It stands for 'Over-The-Top' advertising, which refers to the delivery of digital content such as TV shows, movies, and videos via the internet without requiring a traditional cable or satellite subscription. In this post, you'll learn everything you need to know about OTT advertising.
OTT advertising is a type of programmatic video advertising that enables advertisers to target audiences across multiple devices, including smart TVs, streaming boxes, gaming consoles, and mobile devices. It allows advertisers to reach their target audience with relevant and engaging video ad formats.
OTT advertising works by using programmatic technology to serve video ads directly to viewers' screens. Advertisers can target audiences based on demographics, location, interests and other criteria. They can also track key metrics such as impressions, clicks and conversions to measure campaign effectiveness.
One of the key benefits of OTT advertising is its ability to reach a highly engaged audience who are watching content on their own terms. Additionally, advertisers have access to advanced video ad formats that can drive higher engagement levels compared to traditional TV commercials.
There are several types of video ad formats used in OTT advertising including pre-roll ads (before content starts), mid-roll ads (during content), post-roll ads (after content), sponsored content and native ads.
Targeting in OTT advertising is achieved through a combination of demographic data, behavioural data and contextual data. Advertisers can also use advanced targeting options like geo-fencing and retargeting to reach specific audiences.
Some popular OTT video ad networks include Roku, Hulu, Amazon Fire TV, Apple TV and YouTube TV. These networks offer a variety of targeting options and video ad formats to help advertisers reach their desired audience.
The key trends in OTT advertising include an increase in programmatic buying, the use of advanced targeting options, and the adoption of interactive video ad formats. Additionally, more advertisers are moving their budgets from traditional TV to OTT advertising.
In conclusion, OTT advertising is a powerful tool for advertisers to reach their target audience across multiple devices using advanced video ad formats and targeting options. By understanding the basics of OTT advertising, marketers can take advantage of this growing trend and improve their digital marketing efforts.
