The move to Connected TV has had a significant impact on TV marketing strategies. KOB Advertising is staying on top of the trends by offering new OTT marketing campaigns that take advantage of today’s latest technology and big data. If you aren’t already taking advantage of these innovative channels, it is time that you get on board and see why they are changing the world of marketing as we know it!
What are OTT and Connected TV?
You will see the terms over-the-top (OTT) and Connected TV used to refer to any video programming that is offered via a high-speed internet connection. More specifically, OTT refers to video programming that does not require the user to subscribe to a mainstream cable package. Essentially, you’re ordering specific channels or services over-the-top of what a standard subscription would look like. This includes everything from HBO Now to Netflix, and all of the smaller platforms that have popped up in between to give viewers a more personalized experience for less money. These services operate independently of larger cable networks and often create their own original content that is delivered directly to the viewer.
While we’re comparing the different OTT and Connected TV options, it’s also important to understand that there are several different business models within the OTT spectrum. Some of these companies provide content for free and are completely supported by ad revenue, while others use a smaller subscription fee or a per-content fee. The most important detail is that viewers are only paying for content they want, not the expensive overhead of a cable network with hundreds of channels.
Why Market Via OTT?
The OTT connection has been especially useful for programmatic TV advertising. It allows you, the advertiser, to better target individual households based on the shows that they are viewing. We can gather more information about users including their geographic location, how they watch, their search histories, and more. This has allowed us to roll out more complete marketing campaigns that cover the full funnel and help re-direct users. More importantly, we can accurately target individuals by serving up ads within the same funnel across multiple devices, which leads to increased engagement and conversions.
There are numerous benefits associated with OTT and Connected TV advertising. With the wealth of data gathered, advertisements can be far more accurate in both content and placement. They can be specifically targeted to individuals instead of regions and can be displayed only when a device is in use, rather than broadcast to empty living rooms.
Choosing a Digital Marketing Company in New Mexico
For businesses in New Mexico, there are many opportunities to take advantage of today’s OTT-friendly climate. This includes targeting ads to specific cities and neighborhoods, as well as taking advantage of some of New Mexico’s unique cultural aspects. As you search for a digital marketing company to bring you up to speed with the OTT revolution, you should be looking for a multi-platform approach that includes every part of online consumer behaviors, not just their TV viewing. You should also ask about specific data points that are used to create viewer profiles which help target your ads specifically. For those who have run commercials in the past, the language of OTT marketing will be very familiar because you are using many of the same metrics as traditional TV ads, just applied to a more accurate picture of what viewers are seeing.
AS CONNECTED VIEWERS GROW, SO DO ADVERTISING OPPORTUNITIES
“According to a new analysis from tech company Innovid, data shows the number of advertisers running on a connected TV or OTT content jumped 30 percent between 2016 and 2017. Innovid bases that figure on ads that go through its video market platform, which services more than a third of all video ads served worldwide. “As consumers ramp up their use of connected TVs and OTT devices, marketers are shifting their advertising investments to ensure they reach their entire audience,” the report says.
Innovid’s analysis reveals two-thirds of people frequently or sometimes use a second screen to look up info on a product advertised during a TV show. And in terms of sheer reach, two-thirds of U.S. television households have devices capable of streaming content to the TV set. As a result, connected TV usage increased from six minutes to 46 minutes a day in Q1 2018. The most connected of viewers are 18- to 24-year-olds, who Innovid says spend an additional 24 minutes per day with connected TV decides compared to other age groups.
With advertisers increasingly incorporating connected TV into marketing plans, Innovid says they’re embracing a more “interactive experience and increased personalization” to create a “more immersive and relevant video experience for consumers.” That includes ads trending toward the more personalized and interactive. Leveraging such features leads to an average 35 percent sales lift for the product advertised based on Innovid’s analysis.”
“Congress drops Mandatory Drug-Pricing for TV” Spots N Dots 19 Jan. 2018
KOB Advertising can help you cut through the noise and get real answers about your OTT marketing strategies. We provide connected TV solutions that focus on individual users and work their way out to regional impact zones. We can help you develop any part of your funnel so you can start making conversions sooner rather than later and seeing higher rates of return on your marketing dollars. Call us today to schedule a consultation with one of our experts!