Is OTT Advertising Right for Your Company?

There is no question that television has served as one of the most popular channels for advertising. However, over the years, we have seen a drastic shift in consumers’ viewing preferences, proving that cable is no longer the primary source of television entertainment. Instead of memorizing the schedules of our favorite shows that only streamed at certain days and times, OTT, or over-the-top advertising, has made viewing more convenient and accessible for many. Thanks to Netflix, YouTube, Sling, and various other OTT platforms, we are now able to stream content whenever and wherever we want. As marketers, it is our job to stay on top of new opportunities to get our messages out there. Let’s dive into the topic further to determine if OTT advertising is right for your company! What is OTT Advertising? As previously mentioned, OTT stands for over-the-top advertising and refers to platforms that provide streaming services through the internet to your smart TV, phone, or computer. It is likely safe to assume that you are familiar with some of the most popular OTT providers including Netflix, YouTube, Amazon Prime, Hulu, and MAX, and may even be utilizing them daily. OTT advertising leverages data and audience insights to deliver highly targeted, relevant ads to viewers. In short, this strategy allows marketers to broaden their reach without being limited by traditional linear TV. The Benefits of OTT Advertising

1. Targeted Advertising – OTT advertising allows for incredibly precise audience targeting. Viewers are reached based on demographics, interests, behavior, and more.
2. Growing Audience – Many homeowners across the country are cutting the chord on their cable subscriptions and making the switch to OTT. As these platforms gain more subscribers, marketers are able to expose their content to a growing audience with no added cost.
3. Enhanced Engagement – Marketers can get creative with their content through interactive OTT ad format options that allow viewers to engage with your content by clicking links, answering questions, or playing games.
4. Greater Accountability – OTT advertising offers plenty of data tracking to help marketers prove that their efforts are working, optimize future campaigns, and justify getting a larger share of the budget.

The Challenges of OTT Advertising Like with any marketing strategy, OTT advertising does come with its unique set of challenges. For starters, it is not a far shot to assume that many consumers will divert their attention elsewhere when an ad airs during their stream – something that is ultimately out of anyone’s control. In addition, many OTT providers have their own set of requirements and restrictions when it comes to running ads, making it more tedious to run a campaign on multiple platforms. Lastly, when it comes to OTT advertising, competition for visibility is high. This may make it a bit more challenging for smaller brands to compete with larger names. Is OTT Advertising Right for Your Company? OTT is inarguably giving brands a whole new way to connect to their target audience. With that said, if your goal is to expose your brand to as many people as possible without going over your marketing budget, OTT advertising may be worth considering. At Beson4, our team is committed to staying on top of the latest trends in the marketing industry. If you have any questions regarding OTT advertising, or would like to learn more about how we can help your brand thrive, do not hesitate to give us a shout!