In the current digital landscape, Over-The-Top (OTT) advertising represents a powerful way for brands to reach a broad demographic. Since many users spend a lot of time on OTT platforms, marketers take advantage of this to spread targeted messaging.
For brands to meaningfully engage with their audience in this digital age, they must have a solid understanding of OTT advertising.
What is OTT Advertising?
OTT, also known as Over-The-Top, refers to the delivery of long video content over an internet connection on different devices without going through traditional distribution mechanisms such as cable or broadcasting.
Through OTT Advertising, companies can promote their ads to viewers through this video content. With the rise of streaming services and the decline of cable and broadcast TV, OTT ads provide a valuable opportunity for advertisers to reach a wide range of audiences. It is a crucial avenue for connecting with diverse viewers on a large scale.
There are tons of OTT advertising platforms, and the right one can generate millions in revenue for the brand.
Let’s take a look at how OTT advertising works!
How OTT Advertising Works: Platforms and Ad Format
So, how does OTT advertising work, exactly?
Video streaming services like Netflix and Hulu allow users to watch videos, movies, and TV shows through free or paid subscriptions. These video ad platforms provide opportunities for advertisers to promote products and services to their massive audiences.
By investing in OTT ads on these streaming ad services, brands can utilize display video ads and other ads to target viewers. For instance, a 15-second video ad can play before or during a commercial break.
An effective OTT ad strategy on popular streaming platforms boosts brand awareness and reaches more potential customers. This expanded reach can increase sales and revenue for brands looking to engage streaming audiences.
Let’s break down how OTT services work:
What are OTT services?
To put it briefly, over-the-top (OTT) services are the apps that allow you to stream content on your device over the internet.
Of course, there are a number of these gadgets on the market today. All of them, though, follow one of the following models:
Transactional Video On Demand (TVOD)
This model can be recognized on websites such as iTunes, Vimeo, Google Play, and Vudu. In this case, services are paid for individually by content.
Through TVOD, viewers gain the option to rent or buy individual movies or TV shows, usually with a designated timeframe to watch the content before it becomes unavailable.
Advertising-based Video on Demand (AVOD)
This is a model for delivering free streaming content. This model does not require the viewer to pay for the content, but it does subject them to playback-related advertisements.
The content is produced and distributed with the help of advertising revenue. Ad Platforms that use this model include Crackle, Hulu, YouTube, Pluto, and TubiTV.
Subscription Video on Demand (SVOD)
This is a no-ad variant of the video-on-demand business model. An SVOD OTT service is ideal if you don't want to see ads.
However, access to this feature will require a subscription fee.
This model is already used by a number of well-known streaming services. Hulu Plus, Amazon Prime Video, Disney Plus, and Netflix are a few examples.
Premium Video on Demand (PVOD)
This service allows consumers to rent or buy recently released films or television series before they become available on traditional physical media like DVDs or Blu-ray discs or subscription-based video on demand (SVOD).
Instead of having to wait for the content to become available on other platforms or visit the movies, PVOD allows users to watch high-quality video content in the comfort of their own homes.
The Process of OTT Advertising
The OTT advertising process encompasses various stages. Here's a breakdown of the steps involved:
Planning: -
Begin by comprehending your target audience—understand their preferences, viewing habits, geographic locations, and more. This insight aids in planning a more effective OTT advertising campaign
Creating Content: -
Develop engaging and relevant content tailored to appeal to your target audience. This could include commercials, promotional videos, or short clips.
Selecting OTT Platforms: -
Choose the OTT platforms where your ads will be showcased, such as Hotstar or ALTBalaji.
Purchasing Ad Space: -
Once platforms are selected, acquire ad space directly or through programmatic advertising, utilizing AI to automate the buying, placement, and optimization of media inventory
Segmenting Your Audience: -
Leverage the precision of OTT advertising to segment your audience based on interests, behaviors, or demographic information.
Setting up the Campaign: -
After securing ad space and audience segmentation, set up the campaign on the OTT platform, determining when and where ads will appear.
Launching the Campaign: -
With everything in place, launch your campaign, and your ads will start appearing on the chosen OTT platform(s) for your target audience.
Monitoring the Campaign: -
Keep a close eye on key metrics like view-through rates, click-through rates, and conversion rates to monitor campaign performance.
Optimizing the Campaign: -
Based on campaign performance, make necessary adjustments, such as refining ad content, scheduling, or audience segmentation.
Reporting: -
Post-campaign, compile a comprehensive report outlining the campaign's success, providing insights for future campaigns.
Types of OTT Ads
OTT advertising diverse options for brands to connect with audiences through streaming media, with each ad type presenting unique advantages for engaging viewers and driving results.
- Pre-roll ads: Brief ads appearing before the main content, usually 15-30 seconds long.
- Mid-roll ads: These ads interrupt content after a certain duration, ranging from 30 seconds to a few minutes.
- Post-roll ads: Ads appearing after the main content, varying in duration from a few seconds to several minutes.
- Banner ads: Small ads at the bottom or top of the screen during content.
- Overlay adsAds on top of content, clickable, and leading to a landing page.
Also Read:What is a Sports Advertisement?
Benefits of OTT Advertisements
The landscape of entertainment is rapidly evolving, with traditional cable TV taking a backseat. With the increasing accessibility of various platforms, people are consuming more content in diverse locations than ever before.
Surveys have revealed that individuals now dedicate over 17 hours per week to streaming services such as Netflix and Amazon Prime, and a staggering 70% of them indulge in binge-watching. That's more time than we spend on daily activities like eating or exercising.
Streaming TV advertising is no longer just a method of showcasing ads to viewers; it has become a powerful tool for brands to engage and establish connections with their customers.
By transforming ordinary instances into enduring bonds, this form of advertising holds immense significance and must be integrated into a brand's media mix.
It aligns with the shifting behaviors of people who are redefining their approaches to consuming and savoring their daily content.
OTT Advertising: Enhancing Engagement and Precision
OTT advertising revolutionizing digital video advertising. Unlike traditional broadcast television, where viewers often skip or fast-forward through commercials, OTT ads offer a more interactive and seamless experience.
Viewers cannot skip these ads, but they are seamlessly integrated into the user's viewing experience through targeted advertising strategies, ensuring a less disruptive and more captivating encounter.
Interactive TV Ads: Engaging Beyond Traditional
Unlike the numerous interruptions during traditional TV viewing, OTT ads capture viewers' attention by seamlessly integrating with their content. This not only ensures a shorter, less intrusive experience but also proves to be more engaging for consumers. The controlled duration of ads contributes to viewers being more likely to pay attention, creating a win-win situation for both consumers and advertisers.
Targeted Advertising Precision on OTT Platforms
OTT services utilize a highly targeted advertising approach, allowing advertisers to reach consumers with extraordinary accuracy, regardless of which content or platform they are currently accessing. This level of precision grants marketers valuable insights into viewer behaviors and preferences, enabling them to improve audience targeting. Ultimately, this enables advertisers to create tailor-made messages for specific demographics, resulting in more effective campaigns.
Accessing Hard-to-Reach Consumers with OTT Ads
For brands looking to tap into the elusive market of cord-cutters and other hard-to-reach consumer groups, OTT ads a perfect solution. With the power to specifically target desired audiences, these ads eliminate the shortcomings of generic TV advertising tactics.
By tailoring their approach, advertisers can effectively engage with their intended audience, yielding superior outcomes and maximizing returns on investment.
Advanced Attribution Capabilities of OTT Ads
In the ever-evolving landscape of OTT advertising, power of attribution goes far beyond what traditional TV ads can offer. By utilizing pixel-based tracking, advertisers can not only ascertain if someone has viewed their ad but also gain valuable insights into their subsequent actions.
With this real-time data, brands can effectively enhance and fine-tune their campaign strategies, leveraging consumer interactions for ultimate optimization.
Unmatched Selectivity on OTT Platforms
OTT platforms advertisers a unique opportunity to be more selective, although programmatic ad buying is widely used in the digital advertising industry. By securing first-look rights, advertisers can bypass the limitations of programmatic ad buying and gain access to premium content.
This strategic advantage allows for the targeted distribution of ad-insertion OTTs specific platforms and publishers, resulting in a more impactful campaign.
In conclusion, OTT advertising is a strategic and ever-evolving option for brands seeking to effectively engage their audiences, precisely target their ads, and gain valuable insights for optimizing their campaigns.
With its interactive TV features, advanced targeting capabilities, and selectivity, OTT advertising revolutionizing the world of digital video advertising.
Best Platforms For OTT Advertising
Hotstar
Hotstar, a highly popular video platform in India, stands as an Over-The-Top (OTT) platform delivering feature-length films, web series, live sports streaming, and diverse entertainment content.
Targeting users actively engaged with the app, Hotstar Ads leverages impactful marketing techniques to enhance visibility and awareness effectively. Various popular ad types include banner ads, video ads, roadblock ads, and connected TV.
Explore effective Hotstar OTT advertising with Excellent Publicity's tailored video streaming ad Hotstar Advertising
SonyLIV
SonyLIV is a digital streaming platform owned and operated by Sony Pictures Networks India. Launched in 2013, SonyLIV provides a wide variety of digital content, including movies, TV shows, web series, sports, and live streaming of popular TV channels.
The platform caters to audiences in India and offers a mix of original content, international shows, and a diverse range of regional programming.
SonyLIV Advertising presents an opportunity for brands to elevate awareness and capture the attention of a substantial user base through innovative marketing techniques.
Popular Ad Types: Banner ads, Video ads, RoadBlock ads, Connected TV
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MXPlayer
MX Player is a widely-used Indian digital media player and streaming platform. Initially known primarily as a video player for mobile devices, MX Player has evolved to become a comprehensive entertainment platform offering a diverse range of content.
Popular Ad Types: ads, Video ads, RoadBlock ads, Connected TV
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ALTBalaji
ALTBalaji is a subscription-based Indian OTT (Over-The-Top) platform that offers a variety of original and exclusive digital content. It is a subsidiary of Balaji Telefilms Limited, one of the leading television and film production companies in India.
Popular Ad Types: Banner Ads, Video Ads
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Why is Excellent Publicity the best OTT Advertising Agency?
Step into the world of advertising on OTT platforms, where your brand can captivate audiences through the magic of digital streaming.
When contemplating advertising in the digital streaming landscape, understanding the specifics is crucial. Excellent Publicity combines strategic media planning with a deep understanding of OTT ads, providing brands with a winning combination for effective OTT advertising services. from our expansive reach and national network to smoothly execute your OTT advertising strategies.
Excellent Publicity ensures your brand reaches new heights, engaging with audiences on OTT platforms and making a lasting impression in the dynamic world of digital advertising.
As a trusted advertising agency, we specialize in delivering impactful, data-driven campaigns that maximize your brand’s presence across digital and OTT platforms.