Did you know that the OTT market size is expected to grow to roughly $139 billion by 2028? As the OTT market continues to surge, OTT advertisements are also becoming more popular, but how do these types of advertisements work?
In today’s market, there are many types of ads and advertisement ideas out there and many of them are successful. However, one of the best ways to advertise is by using over-the-top (OTT) advertising.
The problem is that not everyone knows about this type of advertising or how it works. This is why Go Media Shark has created a beginner’s guide to understanding OTT.
So if you would like to learn about OTT, and how it works, then keep reading.
What Is OTT?
OTT advertising is advertising that gets delivered through streaming media on OTT platforms. It often gets referred to as streaming TV ads however these ads are different from TV ads.
As OTT advertising has grown, it has allowed advertisers to reach new audiences. This is because more people are switching from watching TV to streaming video content on OTT platforms.
OTT advertising is also expected to be one of the biggest forms of advertising in the future. This is one of the reasons why more advertisers are starting to pay attention to it.
How Does the OTT Advertising Process Work?
There are multiple different steps involved in the process of creating and delivering an OTT ad. Each of these steps needs to be followed correctly to ensure that the ad is as successful as possible.
1. Choosing a Platform
The first step in getting an OTT ad running is to choose a platform. In this step, the advertiser must choose which platform they want to have their ad running on.
Many social media agencies can help with this step by recommending a platform to the advertiser. Each platform should already have an established audience that will watch the advertisement.
2. Audience Matching
Once the platform has been selected then the audience can start to get matched. Each platform will have some data on its audience and what kind of audience watches each show.
This data can be first- and third-party user data, and it can get used to target the audience and match it with the advertising campaign.
3. The Campaign Will Go Live
Once the audience matching starts, the campaign will get pushed. In this phase, the ads will be buffered and downloaded by OTT devices.
Some platforms and social media agencies will have sophisticated systems in place that can help to ensure that the ad is constantly testing itself to reach the right audience.
4. Ad Review
Once the ad has been out for a certain period, then it can start to be reviewed to see how it has been performing. If the ad is performing successfully, then it may continue to be run for a longer period.
However, if the ad is not performing well, then it may be changed by editing the ad or targeting a different audience.
What Are the Different Types of OTT Platforms and Devices?
OTT advertising can be done on a few different platforms. As OTT advertising is streaming media over the internet, there is a wide range of places where it can take place.
One of the most popular places for this type of advertising to get delivered is subscription-based streaming services. These services have seen huge growth over the years and they have lots of viewers that businesses can advertise to.
Some subscription-based streaming services include:
- Amazon Prime
Of course, OTT advertising doesn’t have to just take place on subscription-based services. It can also be done on regular streaming platforms that don’t necessarily require a subscription and one example of this is Youtube or Youtube Red.
Many of these OTT platforms can get accessed from a wide range of devices which is why more people are seeing them. These devices are sometimes referred to as “OTT devices.”
Some examples of devices that have OTT platforms include:
- Smart TV’s
- Streaming sticks
These are just a few examples of the kinds of devices that have OTT platforms; however, there are many more.
The Benefits of OTT
OTT advertising offers multiple unique benefits that some other advertising options don’t offer. We have covered the top benefits below.
A Wider Audience
One big benefit of OTT advertising is that it allows advertisers to get access to a wider audience. This can increase the number of people who may decide to purchase a product or service from advertisers.
It Enables Advanced Targeting
As well as gaining access to a wider audience, OTT ads also enable advanced targeting. This is because of the constant feedback of data that platforms get, which in turn allows advertisers to make ads more effective.
Being able to promote a product or service in 30 to 90 seconds can be very effective if it’s done right. This is because most viewers don’t mind watching a short video so they are more likely to pay attention to it. Plus, some advertisers have made a big ROI through OTT advertising.
Use OTT Advertising as Part of Your Advertising Strategy
While traditional TV ads can be expensive, over-the-top advertising allows more businesses to gain access to big audiences without needing huge ad budgets. To make sure that your advertising campaign is as successful as possible, you need a team of experts.
If you’d like to learn more about how we can help you with OTT advertising, or for friendly expert advice, contact us today.