How does advertising change in a world of OTT?

how does advertising change in a world of ott

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Any full-service digital marketing company has to focus on its content distribution service, as this is where all sorts of growth come from during campaigns. As a marketing agency we are always focusing on finding answers to the question, “How does advertising change in a world of OTT?” Running an advertising service is a must-have to ensure the best results of any promotional campaign since this is where visibility comes in for a brand. However, you may be wondering what kind of ad spaces you need to invest in, as not everything may be a perfect fit for your company.

While a content distribution service has to have a steady presence on social media platforms and a robust website that conducts SEO, there are more ways to continue dominating. Many businesses don’t know that they can take advantage of OTT advertising tools, which pretty much target a staple in any American household. You might be asking yourself, what is OTT advertising, and how can I make it work for my company? Here’s what you need to know about the whole ordeal:

OTT Advertising Basics

So what is OTT advertising? OTT stands for “Over-the-Top Television,” which entails the use of streaming platforms modern internet users utilize nowadays. Before the advent of the internet, the first streaming device was the television, particularly cable variants. However, as time went on, people began to see less of a need for cable TV, as there was no way to control what programs they can view on air. 

Nowadays, you have platforms like Netflix, Hulu, Disney+, Amazon Prime, and HBO Max, among many others. In fact, the average American household is estimated to be a subscriber to at least three of the many streaming platforms available online today. Almost 30 percent of Americans only view OTT variants of media, which possibly marks cable television’s death in the coming years. 

So now that you know how powerful streaming platforms are in today’s world, it’s time to talk about the benefits of utilizing advertising on these applications. Cable television is practically dead in the modern world, with TV units being built-in with software to turn them into smart TVs. Nobody uses the cable function anymore, as WiFi units are the gold standard. 

how does advertising change in a world of ott

OTT Advertising’s Popularity Over Cable TV

If you tap into the potential of streaming apps, many people will likely see your advertisements over airing them over traditional cable television. In terms of cable users, they are of the older generation, which isn’t always the best target demographic for most new businesses. If you’re trying to market your clothing brand or software application, cable TV isn’t the place to do it. Since younger generations generally use streaming platforms and are more inclined to shop, these are the people you want to target. 

How Successful Is OTT Advertising for Businesses?

Since people absorb video media more than any other form of advertising, placing them alongside the right content will strengthen your brand recall. These streaming platforms usually have algorithms that learn what a user likes to watch, and these make their respective recommendations based on these. If you put the right ads to meet the interests of the people watching, you’ll see a big difference in conversion rates and even organic traffic. Then, couple this with SEO that ranks your site at the top of search engine result pages, and you have a match made in heaven that’ll drive incredible sales. 


While business growth relies heavily on a digital marketing strategy, a content distribution service must consider the wide range of advertising tools available. SEO, social media marketing, and PPC advertisements are a staple in any business’s toolkit. However, never discount the strength of OTT advertising. At its very basic level, it has the potential to drive higher conversion rates and offer special demographic targeting thanks to smart algorithms. 

EIC Agency is a digital marketing company that works with various businesses to distribute their content across multiple platforms, such as websites, OTT advertising, and other SEO methods. We can assist with your company’s growth through our cutting-edge strategies tailor-made for your business type. Contact us to learn more about the extensive range of services we can provide you.

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