Gone are the days when TV, radio, and print ads are the only ways to reach your target audience. Nowadays, people prefer watching TV shows, movies, and other video content on streaming platforms like Netflix, Hulu, and Amazon Prime. This trend has paved the way for Over-The-Top (OTT) marketing. But what exactly is OTT marketing? And how can it benefit your business? In this blog post, we’ll explore the essentials of OTT marketing and why it’s crucial for business owners.
What is OTT Marketing?
OTT marketing is a digital advertising strategy that aims to reach viewers through streaming services, such as Roku, AppleTV, and Fire TV. Instead of traditional TV ads, OTT ads are delivered to viewers’ connected devices through dedicated apps or websites. This way, businesses can target their ideal audience with personalized messages. OTT marketing is growing rapidly, with a projected $22.4 billion in ad spend in 2021.
Why is OTT Marketing Important?
OTT marketing is crucial for business owners who want to stay competitive in the digital landscape. Here’s why:
Increased Reach: With OTT marketing, you can target a wider audience than traditional TV ads because streaming services are easily accessible to anyone with an internet connection.
Better Targeting: Unlike traditional TV ads, OTT ads are personalized and targeted to specific audiences based on their viewing habits, demographics, and interests. This means more effective ad delivery and higher ROI.
Greater Flexibility: OTT marketing allows you to be more flexible with your ad placement. You can choose the time and location for your ads, and you can even modify them in real time based on consumer behavior and data.
Examples of Successful OTT Campaigns
Many businesses have leveraged OTT marketing successfully. Some notable examples include:
Nike’s “Dream Crazier” ad campaign, which aired during the Oscars on Hulu and Amazon Prime. The ad featured female athletes pursuing their dreams.
Old Spice’s “Men Have Skin Too” campaign, which targeted a young male audience through Roku and saw a 68% ad completion rate.
Subaru’s “Love Strikes Twice” campaign, which used data to target viewers who were more likely to be in the market for a new car. The ad resulted in a 131% lift in sales.
OTT marketing is a game-changer in the advertising industry. It offers numerous benefits for business owners, including increased reach, better targeting, and greater flexibility. By following best practices and being creative, you can create effective OTT campaigns that resonate with your audience and drive business growth. As we move further into the digital age, OTT marketing will only become more critical, so be sure to include it in your advertising strategy.