Programmatic Advertising – Streaming TV
Retarget Users by Leveraging CTVÂ
If you often find yourself scrolling through your tablet or phone while watching an episode of your favorite show on Hulu, you’re not alone. 83%* percent of adults report using a second screen while watching television. This presents a significant opportunity to reach users on their digital devices as well as their televisions.
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FOGO Solutions partners with a national media platform to provide our customers with unparalleled offers full episode player, mid-roll, non-skippable streaming video ads in 89% of the US TV Households.
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What You Get With FOGO
Connected TV (CTV) should be integrated into your overall plan, not viewed as a standalone option. We can now integrate full audiences and retargeting capabilities. By utilizing cross-device targeting, we can identify a household that saw an ad on TV and retarget them on their digital devices with banners, in-stream videos, or native units. Reaching consumers on their second screen after they’ve seen a CTV ad allows us to report back and analyze the value of connected TV. We’re now able to tangibly prove its value by linking it to online sales, unlike the untrackable ads on traditional TV.
Start your campaigns with brand awareness CTV ads that are non-skippable and 100% viewable. Follow up with display ads targeted to drive optimal conversions. This strategy enables you to reach users at every stage of the funnel. Combining your digital efforts with your CTV/OTT campaign will drive measurable results and provide deeper audience insights.
Cross-screen devices now work together like never before, helping marketers raise brand awareness and drive actionable results and insights. Advertisers can optimize bids towards specific networks, channels, and ad units to meet primary KPIs, such as site visits or ROI. These insights help us optimize campaigns and make the best use of television budgets.
- 0%
76%+ OF AD SPEND IS WASTED
Our team is prepared to provide actionable insights for the creation and optimization of programmatic ads, regardless of whether you choose to work with us in the future.
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FAQs
What Does OTT Mean?
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.
What is OTT Streaming?
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.
What is OTT Attribution?
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.
Why is OTT Important?
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.