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Over-the-top (OTT) marketing is a way of connecting to modern audiences by delivering ads via internet-connected streaming media services. In particular, OTT advertising bypasses traditional, outdated television platforms, making it lucrative in today’s digital world.
The “over-the-top” moniker is a testament to how these advertisements help business owners go the extra mile. It also helps leverage precise targeting and interactive ad capabilities to allow advertisers access to specific audiences like never before.
Though navigating OTT advertising can feel overwhelming if you’ve never done it before. Once you learn the strategies and best practices, you can expect incredible results for your business.
About 83% of U.S. consumers use a subscription video-on-demand service as of 2023, making OTT advertising an incredibly effective marketing tool. Let’s break down how it works and how you expect the process of your campaign to play out, from planning and creating your content to reviewing the final performance report.
Planning and assembling your ad campaign requires specific strategies to guarantee success. First and foremost, it’s vital to understand who your audience is.
Understanding the answers to the above can assist you in chalking out your content accordingly.
In addition, when creating an ad campaign, you must determine whether to make a commercial, promotional video, or a series of short clips. No matter the medium, though, your content should be relevant to the target audience.
Once your ad is ready for launch, you will select the type of OTT platform to run it on. Your options include the following models:
Using an OTT advertising platform from an industry leader like MNTN allows you to show your advertisements across a wide range of identical ad-backed streaming services.
Set your budget and purchase the appropriate amount of ad space. You can use an OTT advertising platform to gather data from your audience, ensuring you target leads most likely to convert to customers. As a result, your ad spend will be spent wisely, and you won’t have to worry about ads running to viewers who likely won’t be interested.
Setting up your campaign is easy when you use an OTT advertising platform, as you can schedule the time and place where your ad will appear. Once you’ve input your goals and finalized the details, you’re ready to go!
Once you’ve launched your campaign, it will appear on your selected OTT platforms, targeting your ideal audience. A good strategy is to use an OTT advertising platform, such as that offered by MNTN, to ensure your ad is up within hours instead of days.
OTT ad campaigns generate data on how it’s performing, all in one convenient place. It’s essential to monitor the performance of the campaigns in real-time so you can make adjustments at a moment’s notice if necessary. Focus on metrics gathered and reported through your OTT advertising platform, like conversion rates and also view rates.
Once your campaign is over, take a look at how it performed to determine whether it was successful or if there are things you can do to get better results next time. Use the information you collect to influence the campaigns of tomorrow.
OTT advertising platforms make navigating the world of OTT advertising easy. For example, MNTN Performance TV allows business owners to set up audience targeting, measure the viewers of their advertisement, and see how these results stack up against the marketing efforts.
OTT advertising can reap incredible results for your business, especially if you hone in on your target audience and their preferences, track significant metrics and optimize your campaign in real-time, evaluate how well your ad performed once your campaign is over, and use all of the information you gather to strengthen your future campaigns.
At the end of the day, though, navigating OTT advertising is easy when you use a reputable OTT platform from an industry expert like MNTN.