OTT (over-the-top) is everywhere these days. Netflix, Amazon Prime, HBO MAX are just some of the countless examples of OTT channels and given their success rates, it makes sense that more and more advertisers are looking into OTT marketing.
And their efforts can be greatly rewarded. In this post, we’ll explore 6 key benefits of OTT advertising.
What Is OTT Advertising?
OTT or over-the-top advertising involves running ads on online video streaming channels and sites. This can come in various forms, such as banner ads hosted somewhere on the page, ‘ad interruptions’ like on the TV, or even sponsored content.
What Is the Difference Between OTT Marketing & Other Television Marketing?
Some formats might be really similar to TV advertising, but it’s important to note OTT ads operate a lot differently. Specifically, you have no media company or network that establishes what sort of ads get included in the program. That power belongs to the marketers themselves.
In OTT marketing, you are not competing for very limited air time. Marketers can target their ads to the specific types of potential customers they need, and distribute their ads on these channels by bidding, just like in any other pay-per-click advertising tool.
What Are the Primary Benefits of OTT Marketing?
Here are 6 compelling benefits of OTT marketing:
- Larger Audience Reach
Through these platforms, your ads are not limited to the specific audience of one TV channel. OTT channels gather massive and diverse audiences which helps marketers easily find their potential customers.
- Advanced Targeting Options
With TV ads, you show your piece of content to everyone who is tuning in to watch a program. However, not all viewers of a show will be interested in your products or services.
In OTT marketing, you get to choose your audience and target only the users most likely to be interested in your offer.
- Cost-Effective
Competition can run high even on OTT channels, but the cost is a more controlled budget. Marketers have great control not just over the budget they want to invest, and control what they want to pay for, such as the number of views, or a specific action.
- GEO Targeting
GEO targeting is a great option for local businesses only interested in delivering ads to people in a specific location.If your business has multiple locations, you can run separate ads and target your audience with the right location-based content that can engage them even further.
- Powerful Analytics
OTT marketing allows you to gather a lot of useful consumer data, which you can use to refine your marketing even further. Knowing your consumer’s interests and preferences is an amazingly effective way to improve your offer and ad content. It speaks directly to your audience and engages with them.
- Ability to Retarget
Because OTT marketing gathers essential customer data, it can also empower marketers to retarget clients based on specific actions, such as bringing them back to their abandoned cart or offer a complementary product to one they previously purchased.
Retargeting is one of the most important perks of digital marketing. OTT leverages it to its full potential.
Why Use NLA Media for Your OTT Marketing?
If you’re thinking about starting an OTT marketing campaign, Newell Ledbetter Advertising is here to help you get started.
We offer a full range of marketing services that can be great assets for you and your business. With over 30 years of experience, we understand perfectly what it takes to create a winning OTT marketing strategy: customization.
NLA Media can craft a marketing strategy calibrated to the unique needs and goals of your business. We are results-driven and master negotiators who routinely go above and beyond for all our clients.
If you’re interested in finding out more about how NLA Media can help or want to get started on your OTT advertising strategy, contact us today!
