The Basics: What is Over-the-Top Television?

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Over-the-top (OTT) television is a type of programming that delivers video content over the internet, instead of through traditional broadcasting. OTT services allow users to watch live and on-demand programming without having to subscribe to a cable or satellite service. Some popular OTT services include Netflix, Hulu, and Amazon Prime Video. OTT services have revolutionized the way people watch television by giving them more flexibility in their TV schedules and allowing them to access a wider variety of content.

 

Why advertise on OTT?

OTT (over the top) video is a type of digital video delivery that uses streaming technology to provide video content directly to viewers without needing to go through a traditional cable or satellite provider. OTT services are growing in popularity because they allow viewers to watch videos anywhere, at any time, and on any device. Advertisers are attracted to OTT because it has higher engagement rates than traditional television advertising. Additionally, because OTT services do not require viewers to have a subscription or account with a provider like cable or satellite, they’re ideal for reaching consumers who are already using other digital media platforms.

 

With the explosive growth of over-the-top (OTT) streaming services, it’s no surprise that advertisers are flocking to them. OTT advertising formats include video on demand (VOD), online audio, and live streaming.

 

Some of the most popular OTT providers in the U.S. are Roku, Apple TV, Amazon Fire TV, Chromecast, and Xbox One. These platforms offer a wide range of content options from traditional broadcast networks to premium channels like HBO and Showtime.

 

In order for brands to reach consumers through these new platforms, they need to have a strategy in place. Some factors that should be considered when planning an OTT ad campaign include target audience, creative development, targeting methodology, and measurement tools.

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About Author

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

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