Over The Top media (OTT) is any streaming service that delivers content over the internet. That includes companies like Netflix, Hulu, Spotify and many others. The streaming services deliver content to internet enabled devices, including smart TVs, smartphones, streaming sticks and personal computers.
Today, streaming video viewership makes up over 80% of all internet traffic and that number continues to grow.
Obviously, there’s a lot of people using streaming services and wherever there are large audiences marketers are sure to follow.
With the ongoing decline of broadcast and cable TV viewership numbers, OTT offers marketers an effective tool to regain the reach they once enjoyed on the older technology. Every OTT service offers advertisers different placement opportunities, including at the beginning of shows, imbedded within shows or even static ads on the streaming services homepage.
OTT also offers many more opportunities to align your brand with very specific content and smaller, but potentially more target rich, demographics. Most major streaming services offer some form of non-skippable ad placement, and traditional television commercial run time options, such as 15 second, 30 second and 60 second ads.
Due to the diverse nature and sheer number of streaming services, buying time on these streaming services can be much more complicated than when there was only broadcast and cable options to choose from. Insight’s digital media buyers are constantly tracking each service’s reach, audience makeup and cost.
Another challenge with creating video ads for streaming services is the fact that people are not always going to be watching your message on a big TV screen. They may watch on a tablet, phone screen or a wide variety of computer screens. This means you have to be sure that the imagery you’re showing can be clear and understandable whether it’s displayed on a two inch screen or a 77 inch screen.
OTT marketing will continue to grow as more and more people migrate to this form of entertainment and information access. If you’d like to learn more about the opportunities OTT offers, give Insight Marketing Design’s digital team a call at 605-275-0011 or send us an email. Until next time, keep streaming.