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.