The best advertising utilizes reach, frequency, and a compelling message. For OTT, the best way to achieve this is with Connected TV.
Digital advertising is a fast-growing industry with an increasing number of platforms and types of media available. One that has become increasingly popular recently is OTT Advertising. OTT is short for “Over-The-Top”, referring to streaming TV platforms that users utilize to bypass cable. It is a broad-reaching term that encompasses video ads on content streamed over the internet and across mobile, desktop, and TV devices.
With any medium, the best advertising utilizes reach and frequency to deliver a compelling message. While OTT can accomplish this, not all OTT is created equally. The best way to achieve a compelling message and earn high quality impressions is to utilize Connected TV Advertising, a premium subset of OTT.
With Connected TV advertising, you’ll have access to a larger audience, as 73% of total OTT viewership takes place on Connected TV devices, while mobile, tablet, and desktop devices take up a combined 27%.
Connected TV offers non-skippable commercials with a 95%+ completion rate, while other video mediums like In-Display video typically have a 40-60% completion rate. Additionally, Connected TV’s advanced targeting capabilities can ensure your ads are seen only by your target customer, leading to highly effective campaigns.
For any advertising segment, it’s important to evaluate what platform best meets your goals. While OTT is a growing platform in advertising, depending on your goals, there may be better options available for your business. For example, if your goal is to get your ads placed on mobile, tablet, and desktop devices, animated HTML-5 Banner ads are often a more affordable, lower CPM option than OTT or In-Display video. With animated Banner ads, you can even replicate similar motion to what you would achieve using In-Display video, but with higher quality impressions that are unique to Banner ads.
