OTT and the New Consumer Journey

OTT the term refers to advertising that nabs the target audience while they stream movies and other digital content on their smart TVs and gaming consoles. The audience is more open to actually watching ads especially in exchange for free digital streaming (think IMDb TV and TUBI).

OTT marketing offers the following benefits to augment your marketing strategy:

• Granular Targeting. With OTT, businesses can zero in on consumer attitudes and desires at the household level. This is possible because granular targeting with OTT utilizes geolocation, demographic data, and specific device information.
• Personalization. The targeting features described above allow OTT marketers to aim relevant ads to those inclined to buy their products.
• Advanced Analytics. Marketers can direct their decisions on later ad campaign buys using analysis of the metrics unearthed from ad exposure and consumer engagement.
• Cross-Marketing. To succeed, advertising across the various channels implemented in a marketing campaign must not only target the right audience but also provide consistent messaging across all channels. So your OTT ads should include the same sounds, messaging, visuals, and calls to action as the radio and digital media ads.
• Retargeting. OTT allows you to identify those consumers who encountered your ad on radio or while browsing online but who did not take action to buy. Retargeting those specific consumers will reinforce and emphasize the connection between a brand and its products/services, making future brand recall produce the wanted results.
• Personalization. Targeting relevant ads to a specific audience creates personalization. Personalization converts more leads to customers, enhances customer engagement, and gets results. To do this successfully, businesses need to define the target audience, maximize OTT’s targeting tools, and use the tool’s analytics. When businesses define the ideal customer and target ads to their needs and desires, the ad campaign is more efficient and reaps a higher ROI.