OTT (over-the-top) is an odd term that a lot of people fail to understand. It’s no wonder people often ask “What is OTT streaming advertising?”
OTT advertising refers to ads delivered to viewers through internet-connected devices. CTV (Connected TV) is a form of OTT that only includes television. OTT includes televisions, phones, computers and other internet-connected devices.
Streaming services and apps that deliver OTT streaming content include Hulu, Netflix, Amazon Prime Video and others. Streaming should not be confused with broadcast television, Cable TV or satellite TV. According to NBC News, streaming television overtook cable TV market share in 2022.
Where do streaming ads appear
Like online video advertising, OTT Streaming ads can be played:
- before the main streaming content as pre-roll ads;
- during the content as mid-roll ads; or
- after the main content as post-roll ads.
In addition, streaming ads can be interactive, allowing viewers to engage with the content.
Content guidelines for OTT advertising
Like other online video advertising formats, aligning your ad content with the main streaming content leverages viewer intent and can result in a more relevant and engaging ad.
OTT streaming advertising ad content should be short and to the point and should attempt to capture the audience’s attention and deliver the key message within the first few seconds. Like all advertising engaging visuals and captivating storytelling are important.
It’s important to remember that OTT content is viewed on various devices with different screen sizes and resolutions. As such, it’s important to ensure ads are optimized for large TVs and smaller mobile screens.
Video quality is important of course, but video with low audio quality is poorly regarded, Since some viewers may have their sound off, including text overlays to enforce important information is highly recommended.
And finally, OT ads should always include a CTA (call-to-action) and branding.
OTT streaming ad targeting
Connected TV advertising offers the typical targeting you would expect in any digital environment including audience demographics, interests, location, device type, and viewing behavior. But there are also other
In addition, OTT streaming offers contextual targeting, based on the type of content being streamed, dayparting, to specify specific times of the day, and retargeting of users who have previously engaged with an advertiser on websites.
Advertisers can also control the number of times a viewer sees the same ad to avoid ad fatigue and improve the user experience.
Monitoring and optimization of online video advertising
Like other forms of digital advertising, OTT streaming advertising campaigns should be monitored and optimized based on performance metrics and analytics. Tracking key metrics such as view-through rates (VTR), click-through rates (CTR), conversions, and return on ad spend (ROAS) is important. Monitoring enables advertisers to refine their strategies, improve targeting, and achieve better results over time.
Ad Placement Partners is a US-based business offering a white label digital advertising placement solution for agencies. For more information on our OTT streaming advertising can be part of your agency placement service, contact us now or schedule a no-obligation video meeting with one of our account executives. We love sharing our digital advertising expertise.
