10 OTT Advertising Strategies That Actually Work

Last Updated: June 8, 20244.9 min readCategories: Marketing, Over-The-Top (OTT)

In the rapidly evolving world of digital marketing, OTT advertising strategies have become essential for reaching audiences effectively. Leveraging advanced techniques can significantly enhance the impact of your campaigns.

This article explores ten cutting-edge OTT marketing strategies that actually work, providing actionable insights for optimizing your over-the-top advertising efforts.

What Is OTT Advertising?

OTT advertising refers to the delivery of ads through streaming media services, bypassing traditional cable or satellite television.

It targets viewers who consume content via internet-connected OTT devices such as smart TVs, smartphones, and tablets. This form of performance marketing allows for precise audience targeting and personalized ad experiences, making it a powerful tool in the digital marketer’s arsenal.

OTT vs Connected TV

Connected TV (CTV) refers to any television that can connect to the internet and stream digital content, including smart TVs and devices like Roku and Apple TV.

Unlike OTT technology, which encompasses any streaming content delivered over the internet, CTV specifically refers to accessing content through a television set.

Now, let’s get into our list of the 10 best OTT advertising strategies to improve your programmatic advertising campaign.

1. Use a Data Management Platform for Audience Insights

Utilizing a Data Management Platform (DMP) for audience insights allows advertisers to collect, organize, and analyze vast amounts of data from various sources. This advanced tool helps in creating detailed audience profiles, enabling precise targeting and personalized ad delivery.

Example: A fitness brand uses a DMP to analyze viewing patterns on an OTT platform, enabling them to target health-conscious viewers with ads for their latest workout equipment.

2. Optimize with Dynamic Ad Insertion (DAI)

Dynamic Ad Insertion (DAI) optimizes OTT advertising by allowing streaming ads to be inserted into video content in real-time, based on viewer data. This ensures that each viewer receives highly relevant and personalized ads, enhancing the overall viewing experience.

Example: A travel company leverages DAI to insert timely ads for summer vacation packages into popular travel shows, reaching viewers who are planning their next trip.

3. Utilize Cross-Device Targeting

Cross-device OTT targeting enables advertisers to reach users seamlessly across multiple devices, such as smartphones, tablets, and connected TVs. This strategy ensures consistent messaging and user experience, regardless of the device being used, which increases the likelihood of ad recall and engagement.

Example: A smartphone manufacturer targets viewers who watched a product demo on their laptop with follow-up ads on their connected TV, reinforcing the product features and benefits.

Keep in mind, that tracking results can be difficult with cross-device targeting. Learn more about OTT attribution.

4. Incorporate Interactive Ads

Incorporating interactive ads in your OTT strategy allows viewers to engage directly with the content, creating a more immersive and memorable experience. These ads can include features like clickable elements, quizzes, or mini-games, encouraging active participation from the audience.

Example: An automotive brand runs interactive ads on an OTT platform, allowing viewers to explore different features of a new car model by clicking through various interactive elements.

5. Employ Sequential Messaging

Employing sequential messaging involves delivering a series of ads in a specific order to guide viewers through a narrative or buying journey. This approach builds a coherent story over time, enhancing audience recall and engagement with the brand.

Example: A skincare company delivers a series of ads on an OTT service, starting with brand awareness, followed by product benefits, and concluding with customer testimonials to drive conversions.

6. Adopt Content Personalization

Adopting content personalization in OTT advertising tailors ad experiences to individual viewer preferences and behaviors. By leveraging data on viewing habits and interests, advertisers can deliver highly relevant content that resonates with each user.

Example: A gourmet food brand personalizes their ads to show cooking enthusiasts specific product lines based on their viewing history of cooking shows and food-related content.

7. Leverage AI for Predictive Analytics

Leveraging AI for predictive analytics in OTT advertising allows marketers to forecast viewer behaviors and preferences with high accuracy. By analyzing historical data and identifying patterns, AI can predict future trends and optimize ad placements accordingly.

Example: A fitness app company uses AI to predict and target viewers likely to be interested in their app, based on previous engagement with health and wellness content on an OTT platform.

8. Analyze Viewability Metrics

Analyzing viewability metrics in OTT advertising involves measuring whether ads are actually seen by viewers, not just served. This insight helps advertisers understand the effectiveness of their placements and optimize their strategies for maximum visibility.

Example: A retail brand analyzes viewability metrics and discovers that mid-roll ads during popular TV shows have higher completion rates, leading them to focus their ad spend on these slots.

9. Utilize Contextual Targeting

Utilizing contextual targeting in OTT advertising means delivering ads based on the content being consumed by the viewer at that moment. This strategy ensures that ads are relevant to the viewer’s current interests, increasing the likelihood of engagement.

Example: A sports equipment company places ads during live sports events on OTT services, ensuring their products are seen by an audience already interested in sports and fitness.

10. Implement A/B Testing

Implementing A/B testing in OTT advertising involves comparing two versions of an ad to determine which performs better. By testing different variables such as ad creatives, messaging, and targeting criteria, marketers can identify the most effective elements.

Example: A movie studio runs A/B tests with two different trailers for an upcoming film on an OTT platform, analyzing which version generates more engagement and intent to watch.

OTT Advertising Strategy: Final Thoughts

Implementing advanced OTT advertising strategies can significantly enhance the effectiveness of your campaigns, ensuring you reach and engage your target audience more efficiently. By leveraging tools like data management platforms, dynamic ad insertion, and predictive analytics, you can create personalized and impactful ad experiences and take advantage of rising OTT viewership.

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