How to Leverage Over-The-Top (OTT) Advertising for Funeral Services

In recent years, Over-The-Top (OTT) advertising has emerged as a powerful tool for reaching audiences who are increasingly shifting away from traditional television to streaming platforms. For funeral homes, OTT advertising presents a unique opportunity to connect with families through targeted video ads delivered directly to their smart TVs, mobile devices, and computers.

As more people consume content through services like Hulu, YouTube, Roku, and others, OTT advertising allows your funeral home to reach potential clients in a more direct and engaging way than ever before.

In this blog, we’ll explore what OTT advertising is, why it’s valuable for funeral services, and how you can leverage it to expand your reach and generate more leads.

What is OTT Advertising?

OTT (Over-The-Top) advertising refers to the delivery of ads via streaming services that bypass traditional television providers. This type of advertising allows funeral homes to target specific demographics and deliver video ads to viewers who are watching content on streaming platforms like Hulu, Amazon Prime Video, Roku, YouTube, and more.

Unlike traditional TV commercials that are broadcast to a broad audience, OTT ads are more precise. Advertisers can select the geographic location, interests, and demographics of their target audience, ensuring that ads are shown to people most likely to need their services.

For funeral homes, this means being able to focus on local communities and individuals at specific stages of life who may be thinking about pre-planning or needing immediate services.

Why OTT Advertising Works for Funeral Homes

OTT advertising is effective for funeral homes because it allows you to reach a highly targeted audience in a medium that engages viewers more effectively than traditional digital ads. Here are some of the reasons why OTT advertising can be particularly beneficial for funeral services:

1. Reach Audiences Who Have Cut the Cord

Many people, particularly younger generations and retirees, are moving away from cable TV and turning to streaming platforms for their content. OTT advertising allows your funeral home to reach these audiences who are no longer watching traditional TV but are still consuming video content regularly.

2. Precise Audience Targeting

OTT ads offer a level of precision that traditional TV commercials cannot match. With OTT, you can target ads based on specific geographic regions, age groups, and interests, ensuring that your ad is seen by the people most likely to be in need of funeral services.

For example, you can target viewers in your funeral home’s local area, ensuring your ads reach the families who are most likely to contact you. You can also focus on demographics like older adults who may be considering pre-planning services or family members caring for elderly relatives.

3. Higher Engagement Rates

Because OTT ads appear during streaming content that viewers have chosen to watch, engagement rates tend to be higher than standard online ads. OTT ads are often non-skippable, meaning your message will be seen in full by your target audience. This creates more meaningful impressions compared to display ads or social media ads, which can be easily ignored or scrolled past.

4. Cost-Effective Campaigns

OTT ads are typically more cost-effective than traditional TV advertising. With OTT, you can control your budget and only pay for ads that are shown to your target audience. This allows you to reach more families without the high costs associated with traditional television commercials.

How Funeral Homes Can Leverage OTT Advertising

If your funeral home is considering launching an OTT advertising campaign, here are some best practices to help you maximize your reach and effectiveness:

1. Target the Right Audience

One of the most significant advantages of OTT advertising is the ability to target specific audiences. For funeral homes, the most important factor is to ensure that your ads are seen by individuals in your local area who are most likely to need your services.

• Geographic Targeting: Focus on viewers in your local community or surrounding areas to ensure that your ad is relevant to the people who can access your funeral home.
• Demographic Targeting: You can tailor your ads to specific age groups or life stages. For instance, older adults may be interested in pre-planning services, while younger families may be considering funeral arrangements for elderly parents or loved ones.

2. Create Compelling, Emotionally-Driven Content

OTT advertising gives you the opportunity to tell your story through engaging video content. Given the sensitive nature of funeral services, your ads should be emotionally-driven and focus on the care, compassion, and support your funeral home offers.

• Focus on Empathy: Show that your funeral home understands the emotional challenges families face during their time of loss. Highlight how your team provides guidance and support through every step of the process.
• Introduce Your Team: Create ads that introduce your funeral directors and staff, helping viewers feel more comfortable reaching out to your funeral home when the time comes.
• Offer Pre-Planning Solutions: Pre-planning ads can focus on the peace of mind that comes with planning ahead, emphasizing the simplicity and emotional relief that comes with being prepared.

3. Track and Measure Performance

One of the key benefits of OTT advertising is that it provides detailed analytics to track your campaign’s performance. You’ll be able to measure how many viewers watched your ad, the completion rate, and how many leads or inquiries were generated as a result.

Key Metrics to Track:

• Impressions: How many times your ad was viewed.
• Completion Rate: How many viewers watched your ad to the end.
• Click-Through Rate (CTR): If your ad includes a clickable element, track how many viewers clicked on it to visit your website or landing page.
• Leads Generated: Track inquiries or phone calls generated as a direct result of your OTT ad campaign.

By tracking these metrics, you can adjust your targeting, messaging, or budget to optimize your campaign’s performance over time.

4. Combine OTT with Other Digital Marketing Channels

To get the most out of your OTT advertising efforts, consider combining them with your other digital marketing channels, such as Google Ads, social media, and email marketing. This multi-channel approach ensures that your message is reinforced across different platforms, increasing brand awareness and generating more leads.

For example, you can create retargeting campaigns on social media for viewers who have seen your OTT ads but haven’t yet taken action. This approach keeps your funeral home top of mind for families who may need your services in the near future.

Best Practices for OTT Ad Creation

When creating your OTT ads, there are a few key elements to keep in mind:

• Keep It Short and Engaging: Aim for a video length of 15 to 30 seconds. Attention spans are short, so make sure your ad conveys the most important message quickly and effectively.
• Have a Clear Call-to-Action: Include a simple, clear call-to-action that encourages viewers to contact your funeral home or visit your website. Examples include “Call Today for Pre-Planning” or “Visit Our Website to Learn More.”
• Use Professional Video Production: Since your ad will be viewed on larger screens, invest in professional video production to ensure high-quality visuals and sound. Well-produced content reflects positively on your funeral home’s professionalism and care.

Final Thoughts

As more families shift to streaming content, OTT advertising presents a powerful opportunity for funeral homes to connect with their local community. By creating emotionally-driven, targeted video ads, your funeral home can increase visibility, reach new audiences, and generate more leads. With careful planning and execution, OTT advertising can become an effective component of your overall marketing strategy, helping you build trust and engage families when they need you most.