How OTT Advertising Is Forcing Brands to Rethink Their Marketing
We love staying connected to our favorite media. So much so that there are 70 million homes in the United States with at least one smart TV!
In a world where fewer people consume media through cable, having access to a library of on-demand content is the new norm.
But where does that leave advertisers? Keep reading as we explore the world of OTT advertising and examine how it’s forcing companies to rethink their marketing strategies.
What Is OTT Advertising?
You may not recognize the term ‘OTT’ by name, but there’s a high likelihood that you engage with it almost each and every day.
OTT (over the top) content is streamable and comes directly from the web.
This is a direct contrast to traditional delivery methods like cable boxes and satellite dishes.
Content providers like Netflix, Amazon Prime Video, and Hulu, for example, are all OTT services.
The Ever-Present Screen
When was the last time you left your house without your cellphone?
Or how about the last time you watched TV without scrolling through your social feed?
Studies suggest that we now dedicate up to 10 hours per day to our favorite devices.
Understandably, this presents a number of exciting opportunities for advertisers.
Since most devices we use have a direct connection to the Internet, that means that OTT advertising platforms have 10 hours per day to serve us ads, whether it’s on our smart TV or tablet.
The Way Consumers Interact with Ads Has Changed
Likewise, advertising consumption has changed with the times, too.
Now, users can install programs like Adblock to avoid seeing web-based ads entirely. Four in 10 consumers even scroll past ads altogether!
On many OTT services, however, installing such a program is more or less impossible.
That doesn’t guarantee a captive audience, though. Consumers are still hesitant when it comes to listening to marketing spiel.
OTT Advertising Requires Smarter, More Targeted Advertising
So how are advertisers supposed to reach their target audience when that audience turns the other way?
By rethinking the way they advertise, of course.
OTT marketing has a few unique advantages over traditional ads. Namely, advertising agencies can benefit from data collection and personal preferences.
Not every ad is for every consumer. And that’s okay!
Using a targeted approach to tailor your ads to user preferences can help save your company money and foster better results.
The same ideology applies to hyperlocal advertising, too.
Presenting users with ads based on their prior browsing history and location, you can increase your chances of a sale.
Final Thoughts on the Changing Face of Marketing
Without a doubt, the very face of marketing is changing. Yet that doesn’t have to be a bad thing.
By adjusting to users’ preferences, OTT advertising can be an effective and even fun way to deliver your company’s messages.
Have you used OTT advertising in the past? How did it work? Be sure to let us know!
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