A Comprehensive OTT Guide for Marketers
We’re at the start of a new era of engagement and opportunity for marketers. Over-the-Top (OTT) media services are at the forefront of this transformation.
What is OTT?
OTT stands for Over-the-Top and is known as video content streaming services like Netflix, Hulu, YouTube, and more. Unlike traditional media services like Over-the-Air or linear TV, OTT leverages internet connections, enabling users to consume their favorite content whenever and wherever they choose.
How Marketers Benefit from using OTT marketing
Before we start, it’s important to understand the differences between OTT and CTV marketing. They’re similar but different.
- OTT is a method of delivering content that streams content across all devices such as mobile and desktop.
- CTT aka Connected TV is the device used, a smart TV, for example, to view OTT content.
When it comes to marketing, OTT provides unprecedented advantages. Its capability for highly targeted campaigns, combined with the potential for personalization, makes it a potent tool for reaching audiences. Moreover, the trackable nature of OTT offers granular insights, allowing marketers to understand their audiences deeply and position their brands closer to them.
OTT Advertising Formats
OTT's versatility is evident in its diverse range of consumption methods. For marketers to leverage OTT effectively, it's crucial to familiarize themselves with some essential terms:
Full-Episode Player (FEP)
This is TV-like content, available on any device, across both apps and web browsers.
Video On Demand (VOD)
Think of this as your on-demand TV service, available only on apps.
Ad-Based Video on Demand (AVOD)
This is VOD but with advertisements.
Virtual Multichannel Programming Distributor (VMVPD)
Think of apps that replace traditional cable services, aggregating traditional channels into a live stream bundle.
Live Streaming
As the name suggests, this is content streamed in real-time over the internet.
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Measurement and Analytics
OTT's prowess doesn't stop at delivering content. It brings with it robust analytics. Advanced OTT platforms go beyond mere viewership metrics. They bridge the often-mystical gap between OTT consumption and tangible conversions, offering marketers direct access to refine and recalibrate strategies continuously.
Seven OTT Advertising Trends Every
Marketer Should Know
From changes in viewer habits to a rise in ad spending and the introduction of new technologies, here's a look at the most important OTT advertising trends today.
OTT Consumption
The rise of OTT is nothing short of meteoric. Predictions hint at a massive 40% rise in OTT subscriptions by the end of 2023. This signifies a clear shift from traditional viewing habits, marking a new era of content consumption.
Ad Spend Growth
Marketers and brands are quickly recognizing the potential of OTT. Investments in OTT advertising are set for an upward trajectory, with projections touching a whopping $7.5 billion, up from $5.4 billion in 2022.
Programmatic Advertising
The intersection of technology and advertising has given rise to programmatic ad buying in the OTT realm. This means automated, precise, and efficient ad placements, ensuring that every advertising dollar is spent judiciously.
Emerging Tech
The combination of OTT with emerging technologies is forging new pathways for consumer engagement. Take, for instance, QR codes, which have seen substantial adoption rates in recent times. The symbiosis of OTT and such technologies promises a brighter, more interactive future for advertisers and consumers alike.
Targeting and Personalization in OTT Advertising
Advertisers can deliver ads to specific households by using the power of data to connects with desired consumers based on demographics, interests and viewing habits. Leveraging IP-based segments, advertisers can aim campaign messaging with pinpoint accuracy.
Dynamic Creative Optimization
OTT's data-driven insights aren't just numbers on a dashboard. They translate to dynamically tailored ad creatives. The content adapts in real-time, ensuring maximum engagement and relevance to the viewer.
Privacy & Consent
As the name suggests, this is content streamed in In an age where data privacy is paramount, OTT platforms prioritize transparency and consent. By focusing on zero- and first-party data, they ensure users are in control, building trust and loyalty. This trust-centric approach, combined with personalization, creates a win-win for both consumers and brands.-time over the internet.
Conclusion
OTT isn't just another buzzword. It represents a paradigm shift in content consumption, promising a future where content is more accessible, personalized, and engaging. OTT offers unparalleled personalization, reach, and analytics capabilities. For marketers, OTT offers a golden opportunity to be where the audience is, delivering impactful messages in moments that truly matter.
Want to harness the unparalleled potential of OTT? Discover how MNI's MOTTO can be your secret weapon in the world of digital advertising. MOTTO seamlessly connects CTV/OTT with conversion outcomes, addressing the challenge marketers encounter when evaluating call-to-action effectiveness within a CTV/OTT advertisement.
Visualize OTT/CTV Conversions here.
MNI’s OTT platform MOTTO goes beyond mere viewership metrics.
