The advancement in technology can be seen in every industry. From education to hospitality and finance to entertainment, technology has made its way in every sector across the globe.
While earlier connected television dominated the entertainment industry, today there has been a growing demand for OTT (Over the top) entertainment services. As the millennial generation is getting more inclined towards the internet and digital platforms, various OTT platforms have become an essential part of the entertainment.
Due to the increase in the number of viewers shifting from traditional to OTT platforms, brands are also finding ways to use OTT platforms as a chief advertising channel. As OTT audiences are expected to grow further in the coming years, more advertisers are likely to use these platforms to boost their marketing campaigns.
If you too are looking for ways to connect with your audience then this is the time to include OTT advertising in your marketing program. To help you understand the incredible potential of this platform for your business, here are 10 benefits of using OTT marketing.
10 Benefits of OTT Technology
1. Younger and more engaged audience
One of the most significant advantages of OTT marketing is that with this medium you will be capable to target a younger audience. Most of the millennial populations prefer to watch shows streaming over OTT as compared to over-the-air or cable TV.
If your products and services are relevant to a younger age group of the audience then OTT marketing will bring you better results than traditional TV advertising.
Moreover, as the audience is also greatly receptive to OTT advertising they stay engaged in brand commercials till the end. This makes it easier for brands to deliver their message to the appropriate target audience.
2. Better targeting opportunities
One obstacle that businesses face while using OTT advertising is that major OTT platforms such as Netflix, Amazon Prime, YouTube TV and Hulu provide users with an ad-free experience. However, to access these platforms users need to make a monthly or yearly subscription by paying a fixed fee.
This has given way to other free to use OTT platforms that earn revenue by allowing ads in between the video content. Thus, before you pick an OTT platform for advertising, determine the most popular platforms that your audience use and then promote your products and services.
3. Data transparency
Traditional TV uses metrics that are based on large sample sizes to understand the consumption of marketing commercials.
On the other hand, OTT platforms use a more transparent method of analyzing data. Based on the number of viewers OTT platforms not only tell brands the type of the audience viewing ads but also gives them the details about their demographics.
Additionally, OTT platforms also give information about the type of content audience is watching, the time of viewing and the device used for watching. These parameters help brands in creating well-targeted ads and generating a higher return on investment.
4. Enhanced micro-targeting
The success of an advertising campaign depends on finding the right audience and creating relevant content that keeps them engaged. Several OTT platforms allow consumers to choose sponsored or commercial ads that come in between their videos.
This gives them the power to control their media engagement and also encourages them to choose commercials that are based on their interests. All these options help both advertisers and the audience in creating a reliable bond with each other.
5. Improved geo-targeting
Similar to micro-targeting, geo-targeting assists advertisers in narrowing down their target audience. Since geo-targeting gives advertisers the option to choose their audience based on their geographical location, they can easily select their target audience from local and foreign regions.
For example, if your brand offers products that match the interests of local customers then you can select audience that is relevant to your store’s location. Whereas, e-commerce businesses can select the audience from a wider radius where they can offer their services.
6. Powerful analytics
With the help of OTT ads, businesses can easily collect all the data they need to analyze the performance of their advertising campaigns in real-time. Based on your business goals and target audience, you can analyze different metrics and improve your marketing strategies.
Additionally, OTT platforms also allow brands to A/B test all the ads to identify the ones that are performing well and the ones that need to be upgraded.
Once your ad is live, you can measure different metrics such as views, impressions, video completion rate and determine the amount of engagement your ads can generate.
7. Higher ROI
Although initially, traditional TV commercials were able to generate engagement, today they face several difficulties in attracting a relevant audience. Digital users who stream shows on OTT platforms demonstrate more engagement with 30-second ads.
As these ads are more relevant to the interests of the audience and cannot be skipped, brands get better attention from the audience. This enhanced audience retention helps brands generate a higher ROI in comparison with traditional TV advertisement.
8. Quality of content
The content for OTT marketing is similar to the content that brands create for marketing on social media. As both social media and OTT platforms have a younger and more informed audience they are often in search of good quality content.
Thus, while creating content for OTT ads, brands need to focus on creativity and the quality of the content. When created professionally, brands get a higher chance of attracting their audience to their website or social media platforms and turning them into potential buyers.
9. Clickable CTA
Some OTT platforms also give advertisers the ability to add CTA (Call to action) at the bottom or end of their ad. This encourages the audience to visit the landing page of the advertiser and further explore the various products and services that are offered.
This makes it easier for brands to increase their conversion rates and attract more number of potential buyers.
Most of the OTT platforms offer a highly flexible and cost-effective advertising model. Brands can purchase OTT ads by paying a nominal fee for cost per thousand impressions.
In other models, the advertising fee also depends on the frequency and reach of ads. However, this pricing model is more cost-effective as compared to traditional TV advertising and also gives he brand the power to control the reach of their ads.
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Author Bio: Catherine Smith is an online Marketing Manager at PhD Centre, specializing in PhD thesis writing. She is passionate about researching and writing on various topics, including Education, Marketing, and Technology.