Over the top (OTT) advertising is a type of digital advertising that is delivered through streaming services over the internet, rather than through traditional television broadcasting. OTT advertising has become increasingly popular in recent years as more people are cutting the cord and relying on streaming services for their entertainment. In this post, we will explore what OTT advertising is and how it works.

What is OTT Advertising?

OTT advertising refers to the ads that are delivered through streaming services such as Netflix, Hulu, Amazon Prime Video, and others. These ads are usually delivered in the form of pre-roll or mid-roll video ads, but they can also be displayed as banner ads or other display ads. OTT advertising is an attractive option for advertisers because it allows them to reach a highly engaged audience that is watching content on their own terms.

How Does OTT Advertising Work?

OTT advertising works by targeting viewers based on their streaming habits and demographic data. Advertisers can use data such as age, gender, location, and viewing history to deliver targeted ads to the right audience. OTT advertising also allows for advanced targeting options, such as targeting users who have watched specific shows or movies, or who have searched for particular keywords.

OTT advertising can be delivered through a variety of channels, including connected TV devices, gaming consoles, and mobile devices. Advertisers can choose to deliver their ads through one or multiple channels, depending on their target audience and advertising goals.

One of the key benefits of OTT advertising is that it provides advertisers with detailed reporting and analytics. Advertisers can track metrics such as ad impressions, completion rates, and engagement rates to measure the success of their campaigns. This data can be used to optimize campaigns and improve targeting for future campaigns.

Benefits of OTT Advertising

OTT advertising offers several benefits for advertisers, including:

1. Reach: OTT advertising allows advertisers to reach a highly engaged audience that is watching content on their own terms.
2. Targeting: OTT advertising allows for advanced targeting options, allowing advertisers to reach the right audience with the right message.
3. Data: OTT advertising provides advertisers with detailed reporting and analytics, allowing them to measure the success of their campaigns and optimize for future campaigns.
4. Cost-effective: OTT advertising can be a cost-effective way to reach a highly engaged audience, as the cost per impression is often lower than traditional TV advertising.

OTT advertising is a powerful tool for advertisers looking to reach a highly engaged audience through streaming services. By leveraging advanced targeting options and detailed reporting and analytics, advertisers can create highly effective campaigns that reach the right audience with the right message. As more people continue to cut the cord and rely on streaming services for their entertainment, OTT advertising is likely to become an increasingly important part of the digital advertising landscape.