Target Streaming Audiences with Precision
We are all too familiar with the concept of turning on your TV with the push of a power button on the remote. However, this concept has transformed over the past few years with the emergence of content streaming providers outside of standard cable television. Over-the-top (OTT) and Connected TV (CTV) are two different forms of video content where you can reach a target audience while they are streaming content online.
If you are seeking to expand your TV advertising strategy, venturing into OTT and CTV will greatly benefit your business for the long haul and usher in a new, refreshing form of video marketing for your viewers to enjoy.
CTV Advertising
CTV advertising, otherwise known as Connected TV, is a term for a television that is connected to the internet through an ethernet connection or connected wirelessly. If you have ever heard of the term “cord-cutting,” it refers to cutting the old-fashioned cord that connected your chosen cable TV provider to a television set and instead transitioning to tools that stream the video content of your choosing. Examples of CTV advertising can be seen while you’re streaming content on Roku, Xbox, PlayStation, Amazon Fire TV, or Apple TV. There are many more options than just this list. Powered by data-driven media solutions, CTV delivers digital solutions that work to boost your ROI and reach new consumers.
How CTV Ads Grow Your Business
Google and Bing both use bots, often called web crawlers or spiders, to crawl web pages. These bots travel from site to site, collecting all of the information and indexing them accordingly. Algorithms are working behind the scenes to rank the pages and place them in order of significance and relevance. Unlike SEM, you can’t pay the search engine to rank your site higher organically. To do this, you need proven SEO strategies in place that help you to climb the ranks organically.
Why Search Engine Optimization is Important
If you are seeking to penetrate or transition into the digital landscape, CTV advertising is a strategy that is continuing to rise and become more in demand. This newfound form of digital advertising is only being used by half of digital marketers today but will continue to grow in the coming years. This advertising strategy allows various brands to reach their targeted audience on any screen, anywhere, anytime through the use of Smart TVs, Desktop Computers, Laptops, Smart Phones, Tablets, and other mobile devices.
Connected TV benefits your business by broadening the reach of your traditional advertising. Your target audience is no longer confined to seeing your advertisements only through the TV in the living room. Instead, they can be reached on the road, on a plane, at a park – anywhere – through the use of OTT streaming services.
OTT Advertising
Over-the-top (OTT) advertising delivers digital advertisements through the form of online video streaming. Both OTT and CTV work hand-in-hand, as OTT advertising includes CTV advertising by running video ad interruptions, banner ads, and sponsored content. When marketers leverage OTT advertising, they have the power to reach their audience directly and close the sale without any pauses or stops along the way. Examples of companies that use OTT advertising include, but are not limited to, Netflix, Hulu, HBO Now, Amazon Prime Video, Disney+, and HotStar.
How OTT Ads Grow Your Business
Instead of just wasting money on ad spend for a broad audience, OTT allows you to choose a precise target and aim directly at it, so you have the best possible result. Additionally, OTT provides the opportunity to reach mass audiences, since customers are making a shift from traditional primetime broadcasting to internet-connected devices. OTT also gathers detailed data that allows you to micro-target consumers and track their behavior. Once you gather in-depth performance analytics based on your advertising campaigns, you can make adjustments for future ads and generate a greater ROI.
OTT vs. CTV
What’s the Difference?
Connected TV and Over-The-Top advertising are quite similar as they work together towards a common goal, but there are some distinct differences between the two. CTV is a subset of OTT, encompassing Apps and services that do not require monthly/yearly subscriptions to traditional cable. OTT is a method that delivers video content to a connected device, where CTV is the specific device that delivers the video content. In other words, OTT and CTV are not mutually exclusive. You couldn’t run any OTT advertising without a CTV device to display the content. One simply wouldn’t exist without the other.
Instead of just wasting money on ad spend for a broad audience, OTT allows you to choose a precise target and aim directly at it, so you have the best possible result. Additionally, OTT provides the opportunity to reach mass audiences, since customers are making a shift from traditional primetime broadcasting to internet-connected devices. OTT also gathers detailed data that allows you to micro-target consumers and track their behavior. Once you gather in-depth performance analytics based on your advertising campaigns, you can make adjustments for future ads and generate a greater ROI.
Which Streaming TV Advertising Strategy to Use for Your Business
When deciding which form of TV advertising you should move forward with, think of the following statistic. Over 80% of households in the United States have a CTV device and that percentage will continue to climb over the next few years. When you leverage CTV and OTT advertising for your digital strategy, you have the power to implement a full-funnel marketing campaign and generate ongoing awareness for a mass-targeted or micro-targeted audience. When identifying the differences between multiple forms of traditional advertising, it is hard to beat the combination that CTV/OTT brings to the table. Plus, the best CTV marketing agencies will be able to clearly recommend the proper method(s) of traditional marketing to utilize with your TV ad spend budget.
Boost Your Reach with Targeted CTV & OTT Ads
With over 30 years of experience in advertising and marketing, Reach Marketing Pro is here to help with all your CTV and OTT needs. We work with you to bring together your social media, streaming, search, and digital ads into one clear strategy that boosts your presence in the right markets. Instead of wasting money on outdated ad formats, we focus on getting real, measurable results with honest communication. Ready to get your message in front of the right people? Let’s make it happen!