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Updated: Nov 25, 2019

OTT / CONNECTED TV

The Power of Video with the Precision of Digital


WHAT IS OTT?

OTT stands for Over the Top Television. It’s also known as Connected TV. Basically it is video content that is delivered via the internet rather than Cable TV or Network TV. Some examples of OTT channels are HULU, Amazon PrimeTV, Roku, WatchESPN, Apple TV, etc.

HOW IS OTT DIFFERENT FROM CABLE/BROADCAST TV?

On cable or broadcast TV, you're buying networks and specific run dates and times. Rates are based on ratings. With OTT, you’re buying impressions, similar to online advertising, instead of specific dates and times like traditional TV. Also, with OTT you can be much more geotargeted, down to the Zip Code or even the actual home address. Most importantly, OTT videos have, on average, a 98% completion rate. Viewers cannot skip ads, change stations or fast forward like cable and network TV.


TOP 5 FEATURES OF OTT

1. OTT videos average a 98% completion rate. Consumers cannot skip or fast forward.

2. Geofencing capabilities. Target your competitors or specific areas down to the Zip Code or postal address.

3. Reach viewers on TV, computer, tablet or smartphone.

4. Reach Cord Cutters, Cord Nevers and Millennials

5. Efficiency - reach the household, demo, intender in your market.


5 BEST PRACTICES ON OTT

1. Monitor and optimize campaigns on a daily basis. Don’t “set it and forget it.”

2. Purchase inventory from DSP (Demand Side Platforms) providers only. Do not purchase remnant inventory.

3. Focus on the programming not the CPM. Low CPM = Low Quality Programming.

4. Utilize a programming mix of episodic, sports, news and walled gardens, i.e. HULU, SPOTX, Disney, etc.

5. Run tactical creative intended for the target audience.

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Updated: Nov 25, 2019

How does Carrera do OTT (Over the Top Television) differently?


Are you looking for a proven and efficient agency to help you advertise on OTT platforms like Hulu, ESPN, Crackle, FuboTV, Sling and FreeWheel? We can help!


Reach cord cutters and put your ads in front of targeted auto intender audiences, those coming off lease, and geotargeted campaigns. We can even help geotarget your competitor's backyard. For starters, we're the direct demand side platform (dsp). That means we place all inventory ourselves and have 100% control over what programming you run in the private marketplace. We have access to inventory directly from the publisher, i.e SpotX, FreeWheel, Telaria, and many more.

We build a customized targeted campaign depending on your needs. We have available filters such as demographics, geofencing, auto intenders and more. We can go as far as targeting SUV/truck intenders and off lease audience. Sending a specific targeted message to whomever you need to get your ads in front of. 


We pride ourselves on not being a "set it and forget it” solution. We optimize your campaigns daily to ensure you're never overpaying for your impressions and optimizing programming. We have 20+ years experience providing award winning creative that will address any marketing challenge and will target a specific audience that will keep your dealership top of mind in the market.


Do you like what you're reading? Be sure to subscribe to our YouTube channel, where we'll be sharing a video series for the next few months called, “Breaking Down the Buzzword - Automotive OTT."


YouTube: www.youtube.com/user/CarreraAds