OTT/CTV Advertising

What is OTT/CTV?

OTT stands for Over-the-top media service. OTT is a media service offered directly to its watchers through the internet. In this way it bypasses the companies that traditionally are in control of distributing such content. These traditional companies include cable, broadcast, and satellite television platforms. Some of the most popular OTT providers include Netflix, Hulu, Amazon Prime Video along with many more. To use OTT customers use CTV devices which stands for Connected TV. These devices allow a consumer to watch TV/video content online. Types of CTV devices include Roku, Apple TV, Amazon Fire TV, Xbox, Playstation, along with more.

How does BOOM! Digital Marketing leverage OTT/CTV?

BOOM! uses CTV to help retarget users who have been to a client’s website with a CTV ad. We will build a pool of users who have been to the client website and then serve those identified users a CTV. In this way we directly target the people who would be most likely/interested in purchasing your product, or using your services. Through the use of various data metrics Boom is able to clone your best customers from demographics, behavioral data, and online search activities. “Cloning customers” allows Boom to directly target various consumers in a more direct and efficient way. An exelate study found that “Look-alike modeling results in double or even triple the results of standard targeting, according to the 30 percent of advertisers and more than half of agencies who reported using the tactic.” BOOM! uses 1st party/ CRM Data targeting when serving OTT ads. We are able to serve OTT ads to users from a client’s proprietary database. This offers several important benefits to advertising through OTT/CTV. This includes efficient delivery of ads only to customers in the client's database. Furthermore, we partner with LiveRamp to anonymize, upload, and conduct file match-back processes to IP addresses. A typical file match-back is around 30-40% and delivery is done across the programmatic CTV marketplace.

Why Use OTT/CTV Advertising?

OTT streaming platforms have taken off in recent years, and consumer usage looks like it is only going to increase. As prices for traditional TV rise and customers' growing dissatisfaction with these platforms rise, more and more people will continue to switch from traditional TV providers to streaming services, such as Netflix and Hulu. Last year traditional TV lost 7 subscribers per minute. This is equivalent to 4 million  cord cutters and 1.8 trillion fewer ad impressions. OTT advertising allows a business to reach mass audiences. This is because of several important factors that include: there are more CTV owners, rising streaming subscribers, decreased satellite and cable users, rising younger audiences and more ad- supported services. 

OTT advertising is able to better micro-target viewers. OTT advertisements are able to specifically customize a consumer's ads based on various demographics including: age, gender, location, income level, education, ethnicity, time of device use, and more. Ott advertising is able to utilize better data analytics than traditional broadcasting sources. This enables advertisers to target people directly based on their demographics and preferences while gaining increased consumer insight based on advanced data feedback. These analytics span from tracking viewing times to completion rates and include: total views, attribution tracking and demographic responses. OTT allows your products and services to gain higher audience attention. They can do this by creating unskippable ads, using multiple platforms, having an efficient format with decreased ad time, and using specific and engaging content. This causes OTT users to be able to better recall ads than people who use traditional TV providers. When surveyed, 72% of OTT users could recall a specific ad. In fact, users can even like these personalized ads — research found that 47% of ad-supported OTT viewers saw commercials as “useful or enjoyable.” (Interactive Advertising Bureau). OTT adds a unique experience to consumers, giving them more interaction and ability to take action. With traditional network advertisements the only interaction a consumer has is the ability to turn the TV on and off or switch channels. On the other hand OTT advertisements can offer viewers the ability to click on links and even take surveys. Possibly most importantly, consumers have the ability to open a new tab so that they can search for the product/service that they were just advertised to (Power Digital Marketing).