Advertisers can use various targeting techniques to reach audiences across OTT platforms. These include audience targeting based on geographic data, device type, and more. So what is ott? OTT Advertising delivers video content over the internet via streaming services or TV applications. It is a fast-growing ad medium that will continue to grow in popularity.
Audience targeting
Audience targeting is a fundamental marketing strategy that allows you to create promotional materials specifically for the consumers who are most likely to buy your products and services. This type of targeting can help you generate more high-quality leads.
Audiences can be segmented on demographic and behavioral attributes, such as age, gender, location, or income level. They can also be targeted by psychographics, which includes values, affinities, and motivations.
This helps you create ads that resonate with your target audience and encourage more clicks, conversions, and sales for your business. In addition, you can increase the value of your ad spend by stretching it to reach more people who are likely to be interested in your product or service.
Audience targeting can also help you maximize the impact of your OTT advertising campaign. For example, lookalike targeting can identify individuals similar to your ideal customers and serve them your ads.
Reach
Reach is the number of people likely to see an ad campaign. It is a key success indicator for marketers and an important factor in calculating a campaign’s ROI.
Reach can be measured in several ways depending on the medium. In online media, it is often expressed as impressions divided by frequency (reach = impressions/frequency).
Cost per thousand impressions, a commonly used measure of efficiency, can also be calculated to compare the cost of an ad to other advertising campaigns.
Reach is an approximate science, but it can help marketers determine whether their ads reach enough of their target audience. It can also tell them if their marketing is working and if they need to change their campaign.
Engagement
Engagement is an important marketing metric that measures the number of times people interact with your content. It can be achieved through various social media and email campaigns.
Video content has the unique ability to connect with an audience in a more natural way than other forms of media. Still, marketers must ensure their videos are optimized for OTT devices, and feature content viewers will care about.
OTT advertising platforms provide advanced analytics to help advertisers tailor their campaigns and reach consumers on their terms, no matter their device. These advanced user insights enable brands to hone in on audiences precisely and deliver relevant ads.
For example, OTT platforms allow advertisers to distinguish between households, so only impressions are served in households where a specific audience is located. This improves efficiency, limits noise, and fosters hyper-relevant content. It also reduces the cost of running a campaign.
Measurement
OTT advertising has given marketers new tools to track campaign performance and results. These tools enable advertisers to understand which ads are affecting key metrics such as video completion rate (VCR) and which are driving more sales.
Advertisers can also use OTT attribution tracking to measure ad impact, a valuable tool for brand and product managers. It allows them to see the impact of their ad campaigns and how those ads affect online sales conversions, which can lead to better ROI and more effective marketing strategies.
Measuring ad effectiveness has always been difficult, but OTT’s advent has become even more complex. This has prompted advertisers to seek out ad attribution solutions that are easy to use and can provide a holistic view of campaign results.