Did you know that more than 80% of people in the US consume OTT content?
More and more people are moving away from conventional cable TV. This means that advertisers are forfeiting a large chunk of potential customers.
Advertising with OTT services is the perfect way to reach these audiences. By including OTT ads in your marketing budget, you can reach more people than ever before.
Keep reading to learn how you can include OTT ads perfectly in your marketing budget today.
What Is OTT Advertising?
OTT, or “over the top,” advertising refers to the delivery of advertising and marketing content via the internet without the involvement of a traditional pay-TV provider. OTT advertising has become an increasingly popular way for brands to reach their target audiences.
Because OTT content is delivered via the internet, it offers marketers a wealth of data that can be used to target ads in a very specific way. This data includes things like demographics, interests, viewing habits, and even location. All of this information can be used to create highly targeted ad campaigns that are much more likely to reach the right people than traditional TV advertising.
What Are the Benefits of OTT Advertising?
There are a number of reasons why OTT advertising is becoming more and more popular with brands and marketers. Here are just a few of the benefits:
Increased Reach
One of the biggest benefits of OTT advertising is that it gives you the ability to reach a much wider audience than you would with traditional television. With so many people cutting the cord, there are simply fewer people watching traditional TV.
However, that doesn’t mean that they’re not consuming content—they’re just doing it in different ways. By advertising on OTT platforms, you can reach these consumers where they are.
More Engaged Audiences
Another big benefit of OTT advertising is that it allows you to reach more engaged audiences. When people are streaming content, they’re typically doing so on their own terms. They’re choosing what they want to watch when they want to watch it, and how they want to watch it.
This means that they’re much more likely to be engaged with the content than if they were just flipping through channels on traditional TV. This increased engagement can lead to a number of benefits for your brand, including improved brand awareness, higher purchase intent, and even better brand loyalty.
Better Targeting
As we mentioned earlier, one of the biggest advantages of OTT advertising is the ability to target your ads in a very specific way. Because you have access to data like demographics, interests, and viewing habits, you can create ad campaigns that are much more likely to reach the people who are most likely to be interested in your product or service.
This is a stark contrast to traditional television advertising, which relies on broad demographic targeting (like age, gender, and location) and doesn’t take into account things like interests or viewing habits.
How to Include OTT Ads in Your Marketing Budget
Now that you know a little bit more about OTT advertising and the benefits it can offer your brand, it’s time to start thinking about how to include it in your marketing budget.
1. Set a Realistic Budget
The first step is to set a realistic budget for your OTT advertising campaigns. This will vary depending on a number of factors, including your goals, your target audience, and the platforms you’re planning on using.
As a general rule of thumb, you should expect to spend around 10% of your overall marketing budget on OTT advertising. However, this is just a starting point—you may need to adjust your budget up or down based on your specific needs.
2. Determine Your Goals
Before you can start planning your OTT ad campaigns, you need to determine what your goals are. Are you looking to increase brand awareness? Drive more traffic to your website? Boost sales of a specific product?
Once you know what your goals are, you can start to develop campaigns that are designed to achieve those goals.
3. Choose the Right Platforms
There are several different OTT platforms that you can advertise on, so it’s important to choose the ones that will reach your target audience.
Some of the most popular OTT platforms include Netflix, Hulu, Amazon Prime Video, and more. But there are also a number of smaller, niche platforms that may be a better fit for your brand. It all depends on who you’re trying to reach.
4. Create Compelling Ads
Once you’ve chosen the right platforms for your campaign, it’s time to start creating your ads. Remember, marketing on OTT is different from traditional television advertising, so you’ll need to create ads that are specifically designed for the platform.
Some things to keep in mind include the length of your ad (shorter is better), the format (static images, video, or a mix of both), and the call to action (what do you want people to do after they see your ad?).
5. Measure Your Results
Finally, don’t forget to measure your results and keep track of your OTT ad cost. This will help you determine whether or not your OTT advertising campaigns are actually achieving your goals.
Work With OTT Marketing Experts
When you work alongside a firm that specializes in OTT marketing, you’ll have access to their insights on everything from scale to platform choice. Plus, with Media Shark, you only pay if the audience engages with your advert. In other words, working with us is the most surefire way to ensure your investment is worthwhile.
Talk to us to see how much you could benefit from a partnership. It doesn’t matter how big or small your needs are. We’ll get you notices.
Get in touch for a free consultation!
