Did you know the global video streaming market is set to reach $330.51 billion by 2030? That is a massive figure and one that’s backed up by research and statistics. But why is it so huge? Namely, people like streaming services.
People are willing to pay for streaming services, which means there is more demand, more variety, and greater opportunities for advertising. When you invest in advertising with OTT, you’re likely to see an increase in revenue and spending from your customers.
But what exactly is OTT advertising and can it really have that much of an impact on your business? Keep reading to find out how it could change the face of your marketing strategy.
What Is OTT Advertising?
OTT ads, or as we also know them, streaming TV ads, are the ads delivered to your viewers within video content, from a streaming platform. Essentially, anyone who’s watching something via an app or website has seen OTT ads. It stands for “Over The Top,” not because the ads are over the top, but because they’re delivered “over the top” of another platform.
The benefit of this, among many, is that it gives marketers and advertisers the opportunity to bypass traditional TV providers and reach their audiences directly. However, it’s important to remember that OTT ads differ from other forms of online video advertising. Instead of being embedded in a video, they’re shown on a screen through a smart device, typically a TV, smartphone, or tablet.
Best OTT Streaming Platforms
There are plenty of streaming platforms out there that make use of OTT ads, and with the popularity of streamed content on the rise, it’s only reasonable to say that your options are abundant.
Some of the best ones we’d recommend are:
- Apple TV
- Amazon Fire TV
Once you’ve put your ad together with a target audience in mind, the streaming provider will set up the delivery method, as well as work out how their platform works with OTT devices.
Benefits of OTT
We largely see the main idea of online advertising as a win-win situation. Your customers like it because they don’t need to pay for TV that comes with limited content, and advertisers and marketers love it because of the potential to generate significant revenue and awareness. Plus, the sheer size of the industry means your options for OTT advertising are growing exponentially.
Because of this, there are many advantages to using OTT platforms for marketing and getting a captive audience to buy your product or services.
Younger and Wealthier Audiences
Future generations are what any business should focus on attracting, and OTT platforms supply more than enough of that. Additionally, because younger generations mostly use these platforms, there is a younger and wealthier audience available across the globe.
For example, Netflix’s core audience is in the Gen-X and Millennial age groups with the average age now being 35-44, though Netflix has the highest penetration rate with the Gen Z age bracket, at a whopping 70%.
We don’t want to assume that people in these age groups have more flexible income but it is largely true, considering they likely have full-time jobs and don’t always have dependents they need to care for.
Data Transparency and Targeted Marketing
Considering the stats and who is watching the material you’re delivering, OTT platforms provide more transparency. This is especially useful if you’re using techniques like micro-targeting, which allows you to target the audience members who are most likely to engage with your ads.
A Popular Mode for Entertainment
Many people prefer OTT platforms for their accessibility and variety. If you can’t find a show on one platform, you can try another with the simple click of a button, whereas traditional TV is fairly limited and stagnant. Besides, the sheer scope of scale is unmatched.
These are the estimated users for some popular platforms:
- Disney+ has 137.7 million subscribers
- Netflix has 74.58 million in the US and Canada alone
- Amazon Prime has 148.6 million in the US
- YouTube has over 2.6 billion active users worldwide
Those are numbers we couldn’t even dream of before the advent of worldwide streaming, so it is well worth investing in ads for these OTT platforms.
High Completion Rates
Most platforms are now developing unskippable ads, with YouTube being a major player in this. They’re not long, typically around 6 seconds, but what this means for you is that potential customers are seeing the entirety of your message. Remember that traditional TV options offer services like DVR, which means they can skip your ads altogether.
How to Make Your OTT Stand Out
So it’s clear now that OTT is a viable option, but it is important to note that it can be incredibly competitive, and there will be people just like you vying for the same ad spots. That’s why it’s important to have your content stand out. You want to ensure the success of your ads, and here’s how:
- Work with the right formatting
- Tell a story
- Keep it short and sweet
- Feature core products and values
- Adopt an audience-first strategy
- Try creative testing
You absolutely need to make sure you iron out all the technical details, and that your video works across different platforms and devices. But aside from the technical stuff, what’s really going to matter is the story you’re creating. You can use your customer data (which you can get from these streaming platforms) to build ad campaigns that target your audience directly.
Speak to them, persuade them, but don’t go too salesy. The goal is to appeal to their wants, and you can trial different formats for this to see what works best. Or, better yet, use different templates and scripts for different platforms, as each can have its own set of unique viewers.
Making Your Marketing a Priority
OTT marketing doesn’t have to be the be-all and end-all of your advertising plan, but it should be a significant consideration. More young people than ever hopping on the streaming train, which means your opportunities for reach and scope grow each day.
Video marketing should be a priority, especially today, so why not explore it? Find what works for you and run with it. We want to help you tell your story to the right people, so get in touch with us today, and let’s see what we can do together.