If you’re a business who’s been advertising for a while, I’m sure you’ve heard some buzz about OTT. You may have even been pitched on it! But, do you really know what it is? Let’s break down the basics of OTT advertising.
OTT stands for “over the top” and is frequently used in conjunction with the phrase “cutting the cord.” Broadcast and cable are no longer the only players in the television advertising world. Consumers can now stream their favorite movies, shows, sporting events and more through different internet services and apps.
Devices vs. Platforms
This can be one of the most confusing topics when discussing OTT. An OTT device is your Apple TV, Roku, Smart TV, gaming device, laptop or even your smartphone. In order to stream content through these devices, you’ll have to use a certain platform or service. Some examples of these are Netflix, Hulu, Sling TV, YouTube TV, the ABC app or the ESPN app.
Some of these services require in-app subscriptions or through your cable provider. If you’ve ever watched your favorite shows on any of these apps, you’ve likely seen commercials through some of them. This is Over-the-Top Advertising!
How do I advertise?
The beauty of OTT advertising is in it’s targeting abilities. Let’s say you’re a furniture store that wants to target women 35+ that live within 50 miles of your store. Not only can you target those women using streaming services, but you can go a step further. OTT has the ability to target interests and buying habits too. By strategically targeting these people, you won’t be wasting your advertising budget on the wrong audience.
The best part is that we can do the work for you! Contact us to discuss how we can add OTT into your digital advertising strategy.