Programmatic Advertising - Streaming TV

OTT stands for "over-the-top" and refers to technology that delivers streamed content via internet-connected devices. In mobile marketing, OTT is often discussed in the context of video content. Traditionally, viewers consumed video content exclusively on TV sets connected to cable or satellite providers. Now, viewers can watch video content across multiple devices without needing cable or broadcast TV. Before diving into OTT advertising and targeting, let's clear up some common questions.

OTT streaming refers to video or audio content played over the internet. There are two types of OTT streaming: pay-to-access and free-to-access. Many OTT services operate on a paid subscription basis, but several monetization methods exist, including advertisements on their platform as an alternative to subscriptions. Some platforms offer tiered packages, allowing users to access content for free with ads or pay for an ad-free experience.

OTT attribution is the process of measuring user interactions and conversions within OTT media services. It's essential for understanding the effectiveness of marketing campaigns on these platforms by determining how viewers engage with ads and content across devices like smart TVs, streaming devices, and gaming consoles.

By leveraging OTT attribution, marketers can:

• Understand User Engagement: Monitor how viewers interact with ads and content on OTT platforms to identify which campaigns drive the most engagement and conversions.
• Measure Conversions: Attribute specific actions, such as app installs or purchases, to OTT ad exposures, providing insight into channel ROI.
• Optimize Campaigns: Analyze performance data to refine targeting and creative strategies, ensuring ads reach the most relevant and high-value audiences.
• Cross-Device Integration: Combine OTT attribution data with insights from other devices and channels to create a holistic view of the user journey, enhancing overall marketing effectiveness and understanding OTT's assisting power.

OTT advertising is similar to traditional media advertising, typically occurring between songs or episodes, but it is delivered through OTT streaming platforms. This transition from traditional media to OTT has significant implications for advertising, offering mobile marketers and CTV advertisers a golden opportunity to reach users while they stream.

Strategic, Effective Reach

OTT has proven its ability to successfully reach audiences, enhance ad segmentation, improve ad engagement, and maximize cross-channel campaigns. OTT services provide a variety of content consumption options for consumers and increase ad inventory types for marketers. As more people cut the cord and move towards online-only media consumption, reaching these consumers increasingly involves CTV OTT advertising.

Many companies are now getting more strategic about their OTT targeting to connect with the right users, primarily via CTV advertising. OTT targeting utilizes data and analytics to understand viewer preferences, demographics, and behavior, allowing advertisers to serve ads tailored to specific audience segments. By delivering ads to the right viewers at the right time, often using contextual advertising, OTT targeting maximizes the effectiveness of advertising campaigns in the growing realm of online streaming services.

Measurable Outcomes

In legacy media ad buying, measuring impact can be challenging. As viewers migrate to the OTT space, the ability to measure through both view-through attribution (VTA) and click-through rate (CTR) is crucial. This enables marketers to enjoy the appealing content style of traditional media while leveraging modern measurement tools to quantify impact effectively.