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The effectiveness of OTT advertising

If you’ve ever streamed a show or binge-watched a series, you’ve been exposed to Over-The-Top (OTT) advertising. Streaming platforms have changed the way we consume entertainment and media, and with that advertisers have had to adapt their strategies to reach audiences within the new landscape.

Instead of relying on cable or satellite TV, more people are taking advantage of the convenience and flexibility offered by OTT services for streaming video content directly over the internet. By 2022, it was estimated that the United States would surpass 200 million OTT users including popular streaming platforms like Netflix, Hulu, Amazon Prime Video, Disney+, and many others.

The on-demand nature of OTT programming allows users to watch their favorites whenever they want, but this any-time model has drawn away from the advertising effectiveness of traditional TV. People are no longer married to the TV schedule and the marketing meant to reach assumed demographics isn’t as effective.

Instead, as people tune in on OTT to their carefully selected entertainment, they receive tailored advertising based on their online behavior, location, gender, age or other demographic. This also increases engagement and conversation for advertisers – a win-win.

Measurements

While traditional TV advertising relies on ratings and impressions, those traditional benchmarks aren’t as relevant when it comes to OTT.

OTT brings big benefits in reaching targeted audiences, and its effectiveness can be measured in actual consumer engagements.

Visit Tracking

With OTT advertising feature: Visit Tracking, we can help layer in on-site tracking data directly to a business’ physical location. This is a literal way to connect the marketing dots of who viewed the OTT ad and then visited the geographical location.

This is done by using mobile device IDs and mapping them to corresponding IP addresses, meaning a person who streams via their home internet can then be tracked to an in-person visit using their cellphone and readily accessible data.

QR Code Scans

We can also level up a social media ad into a unique ad that runs on connected TVs. Called Social Mirror OTT, social posts can be used to craft an OTT ad that features a logo, name, description and a QR code. Those QR codes are then captured to show that the commercial received engagement from viewers.

The rise of OTT services and streaming may have changed the advertising landscape, but advertisers can adapt their strategies to reach audiences in new ways and receive measurable data to analyze their effectiveness.

Interested in exploring how Red Shoes can help you take your campaign in a new and creative direction with OTT? Contact us today.

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