The age of digitalization has further been accelerated by the onslaught of the COVID-19 pandemic, as people now turn to the digital world for connections. As a result, media content consumption has risen significantly. Among the most popular platforms include computers, smart TVs, mobile phones, and tablets, all of which are connected to streaming services for entertainment.
The growth of such content consumption is likely rooted in the availability of modern devices, which also reflects the undeniably changing landscape of the social world. Video content is driving various industries, especially considering the shortening of the average consumer’s attention span and need for instant gratification.
Businesses across industries are then encouraged to make use of this opportunity, especially since the rise of streaming services will likely only grow from here. It’s a good reason to expand digital marketing campaigns, which should now include over-the-top (OTT) video advertising, which is changing the already evolving landscape.
What is OTT advertising?
OTT advertising essentially pertains to targeted advertising content, which is then delivered on the streaming platforms and assets through programmatic technology. It’s expected to be the next industry boom, as it releases marketers from stringent pre-planned schedules and boundaries, especially in the context of TV advertising.
Users of streaming platforms can also be reached in a variety of ways, especially since they make use of their chosen platforms on numerous devices. As a result, advertisers and marketers are granted more flexibility in terms of planning, along with other undeniable benefits, including the following:
1 – Better targeting capabilities
As opposed to traditional TV advertising campaigns, OTT allows advertisers to track consumer use and behavior in more ways than one. As a result, businesses can harness detailed data and characteristics, enabling them to design personalized ads that resonate with specific audiences.
Other metrics can also be utilized to further data gathering, including IP targeting and website retargeting, both of which allow advertisers to utilize cross-channel campaigns for better results. Thanks to detailed historical data, building new campaigns can be done more effectively.
2 – Reach more people
OTT allows businesses to reach more audiences, which is crucial due to the increasing number of viewers now refusing to subscribe to traditional TV services. More and more people now opt for OTT services, making it a significant time for changes. OTT advertising empowers brands to reach wider and more relevant markets and can be done in more cost-effective ways.
OTT also allows advertisers to place calls-to-action (CTA) within the ads, thereby strengthening the messages conveyed. Bear in mind the viewers likely stream from multiple devices, including mobile phones, tablets, and laptops. They can immediately pause and take action based on the ads, leading to better responses and retention.
Work With the Best Digital Marketing Agency
The pandemic will likely be further accelerating the course of the world, making the media an omnipresent feature of our daily lives. As a result, industries are expected to keep up with changes to ensure survival, and that includes the ability to learn new advertising techniques and keep up with consumer behavioral changes. With the rise of OTT now occurring, the best are expected to ride along—lest they get left behind.
For the best OTT advertising solutions, EIC Agency has you covered. We are an agency based in Arizona, USA, dedicated to helping businesses grow, learn, and reach new heights. we’re are a team of passionate experts, ensuring that you gain access to unparalleled analytics, data, and other solutions designed to help you succeed. Reach out to us today.