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.
As the name suggests, this is content streamed in real-time over the internet.