How to Increase Your Campaigns Impact by Including Over-the-Top Advertising

over the top advertising

According to the National Telecommunications and Information Administration, the number of consumers who watch internet-based video services, such as streaming services, has increased from 43 percent to 70 percent from 2013 to 2017. This shift from cable and satellite to streaming services has altered the way businesses advertise, therefore heightening the appeal of over-the-top advertising.

What is Over-the-Top?

Over-the-top (OTT) content primarily refers to streamed content over the internet, instead of through traditional forms like cable or satellite. As long as users are using an OTT device, they have the potential to access media provided by a fast-growing list of apps. Examples of OTT devices include smartphones, smart TVs and gaming systems that offer internet connection and streaming capabilities. Through these devices, users can log into streaming services such as Netflix, Hulu and Amazon Instant Video to access desired content. Because streaming is completely separate from traditional services, it creates a whole new territory for advertisers.

Why Should Your Business Advertise Through Over-the-Top?

Advertise to the Cord-Cutters

As of 2019, more people pay for streaming services in the U.S. than people pay for satellite or cable subscriptions. This rise in viewership won’t be slowing down any time soon either. A recent study suggests that 10 million people will join the other “cord-cutters” and cancel cable subscriptions over the next 4 years.

Advertisers focusing on the cord-cutter audience should also consider individuals who have never paid for cable or satellite services in the first place, a.k.a. the cord-nevers. The increase in cord-cutters and cord-nevers has led to the increase in over-the-top advertising. 

Hyper-Target Your Audience

Compared to 52 percent of households in 2015, 70 percent of households in the United States are now subscribed to at least one streaming service. Through these services, advertising is much more easily targeted to larger audiences.

Customization is key to success in the digital world. Consumers look for relevancy in everything including their ads. With OTT advertising, you’re able to pull online available data on consumers and tailor the ad experience to the individual. Over-the-top advertising can even be used to help target ads down to the way the consumer watches their content on a specific day. In fact, Hulu recently created a new type of ad specifically served when it detects someone binge-watching content.

Improved Performance Tracking

Ad performance is also easier to track with OTT than with traditional TV. In the past it was difficult to determine whether someone viewed your TV ad. OTT allows advertisers to see exactly who’s watching ads. A key metric received through OTT is the video completion rate. With many OTT services, viewers are given the choice to skip commercials after a certain amount of time. This gives advertisers more insight into the effectiveness of their ads. Also, since nearly all devices that display OTT have internet access, you’re able to create direct links for consumers to buy from. This helps you understand how viewers engage with your ad.

Does Over-the-Top Reach Your Target Audience?

As we recognize the shift from television to over-the-top, advertisers need to change their approach. Advertising through OTT allows brands to reach consumers wherever they are, expanding the reach of your advertisement exponentially. Unlike traditional TV, OTT is available on a variety of mobile devices that can connect to content no matter where a viewer is. This opens up the opportunity to target your audience while on the go, and the demographics who are harder to reach.

As cable’s demand diminishes, over-the-top services are continuing to flourish. It’s beneficial for businesses to seek alternatives, and over-the-top advertising is a valid option. Companies have the capability to target cord-cutters, as well as advertise through a medium that’s gaining momentum. Whether you’re planning on advertising through traditional services or want to expand your options, a professional video marketing team will help you with all your advertising needs.

Create top-of-the-line advertisements by working with a professional digital and video marketing agency. Appleton Creative is an award-winning, full-service video and film production studio located in Orlando, Florida. Appleton works with local, national and international clients to deliver compelling visual stories that speak to audiences in the most influential way — through their emotions. Your video and film production goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com.

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