Over-the-top (OTT) is a term used to describe the delivery of video content directly to viewers over the internet, bypassing traditional television distribution channels like cable, satellite, or broadcast. In recent years, OTT has become an increasingly popular platform for both consumers and advertisers. In this article, we will introduce OTT and guide you on how to place a media buy for it.
What is OTT?
OTT, as mentioned earlier, stands for "over-the-top." It refers to the delivery of video content directly to consumers over the internet, without the need for a cable, satellite, or broadcast subscription. OTT content can be accessed on various devices, including smart TVs, gaming consoles, streaming devices, and mobile phones.
The most popular OTT platforms include Netflix, Hulu, Amazon Prime Video, Disney+, and HBO Max. These platforms offer original programming, movies, and TV shows, which consumers can access on-demand. OTT content is also available on live TV streaming services like Sling TV, YouTube TV, and Fubo TV, which offer live programming as well as on-demand content.
Related Reading: CTV vs OTT
How to Place a Media Buy for OTT?
Placing a media buy for OTT is similar to buying traditional TV advertising. However, there are a few key differences to keep in mind.
Choose the Right Platform:
The first step in placing a media buy for OTT is to select the right platform. Each platform has its own unique audience and content, so it's important to choose a platform that aligns with your target audience and campaign objectives. For example, if you're targeting a younger audience, you may want to consider advertising on platforms like Hulu or YouTube TV.
Set Your Campaign Objectives:
Once you've selected your platform, it's important to set your campaign objectives. Are you looking to increase brand awareness, drive website traffic, or generate leads? Your campaign objectives will determine the type of ad format you use, the targeting options you select, and the metrics you measure.
Choose Your Ad Format:
There are several ad formats available for OTT advertising, including pre-roll, mid-roll, and post-roll ads. Pre-roll ads play before the content, mid-roll ads play during the content, and post-roll ads play after the content. You can also choose from various ad lengths, ranging from 15 seconds to 2 minutes.
Target Your Audience:
OTT platforms offer various targeting options to reach your desired audience. You can target by demographic, location, interests, and behavior. You can also retarget users who have previously engaged with your brand or website.
Measure Your Results:
Finally, it's important to measure the success of your OTT campaign. OTT platforms provide various metrics, including impressions, clicks, completion rates, and conversion rates. Use these metrics to optimize your campaign and improve your results.
The Key Point:
OTT advertising offers a unique opportunity for advertisers to reach their target audience directly through the internet. By selecting the right platform, setting your campaign objectives, choosing your ad format, targeting your audience, and measuring your results, you can create a successful OTT campaign that drives results for your business.