WHAT IS OTT?

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.

The Real Deal With Automotive OTT (Over The Top Television)

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

OTT (Over The Top Television) Lingo Time!

OTT (Over The Top Television) lingo time! Are you all caught up? If not, here we go!

Here’s a quick, introductory guide to OTT:

DAI: Dynamic ad insertion is the ability to swap out one ad in a TV show for another. In practice, this allows marketers to run updated ads for viewers who might be watching a program years after the original airdate. This method also allows for running more personalized ads on OTT which replace more generic versions run for all users on traditional linear TV.

CTV Device: An external device that uses a television as a display screen, but viewers access the desired content through an Internet connection, like Apple TV.

Programmatic TV: The automated buying and selling of TV content, where the content for example could be streaming live TV displayed on connected TV devices.

RIDA: Stands for the Roku ID for Advertising, which tracks user activity on devices for marketing purposes, but limits data retrieved from the device so that there is no personally identifiable information included.

SSAI: Server-side ad insertion, or ad-blocking blocker. This means that an ad can be stitched in directly, making it load faster; stitched ads can also go undetected by ad blockers already installed on a device. SSAI technology is credited for making it difficult for ad blockers to prevent advertisements running on OTT channels. So, unlike cable television, consumers cannot skip the advertisements.

VMAP: Video multi-ad playlist refers to the process of inserting advertisements into programs when the video content owner does not have control over the device or content distribution outlet.

VMAP: Allows for the use of ad pods, also known as commercial breaks; these are comprised of multiple ads played in sequence.

VAST 4.0: Video ad serving template is an XML format that offers important information to marketers needed for advertising, such as tracking pixels used to measure standard video metrics.

VAST 4.0 is the newest standard for VAST, supporting a universal ad ID, mezzanine file usage, and use of a separate mechanism for video view ability verification.

Mezzanine File: A compressed video that can be transferred between the content producer and online services, which makes it viable to stream high definition content.

Codec: A program or device that compresses data in order to speed up transmission and decompress data.

Mezzanine Codec: A compression process applied to high-quality digital content transcoding it from one format into another, referred to as an intermediate or mezzanine file.

MVPD: Multichannel video programing distributor is a device or system that can distribute multiple channels of video programming like a cable TV network.

VMVPD: Virtual multichannel video program distributor is a system that can distribute multiple channels of video programming online, such as a live streaming TV service, where a cable TV subscription service is not required.

SVOD: Streaming or subscription video-on-demand systems allow consumers to select and watch video, whenever they choose (e.g., Netflix or Hulu).

TVE: TV everywhere, which provides legitimate online access to cable TV services from multiple devices, like tablets, phones, and desktop computers.

AVOD: Advertising or ad-based video on demand is content that is free for consumers, supported by advertisements. For instance, Vudu is an ad supported movie and TV service which allows users to stream entertainment content for free, but requires the users to watch ads interspersed with the content.

ASVOD: Ad-supported streaming video on demand technology lets viewers watch older titles in higher-definition, but with the prerequisite of being accompanied by lots of advertisements.