OTT advertising refers to advertising that is delivered through over-the-top (OTT) platforms. OTT refers to the delivery of video content over the internet, bypassing traditional television broadcasting methods. It allows viewers to stream content on demand, typically through smart TVs, streaming devices, and mobile apps.
OTT advertising involves placing ads within the streaming content or as pre-roll, mid-roll, or post-roll ads during the streaming experience. These ads can be targeted based on various factors such as demographics, user preferences, and viewing behavior. OTT platforms often collect data on user behavior, allowing advertisers to reach specific audiences with tailored messaging.
OTT advertising offers several advantages over traditional TV advertising. It provides greater targeting capabilities, allowing advertisers to reach specific audience segments more effectively. It also offers advanced measurement and analytics, enabling advertisers to track the performance of their campaigns and gather insights on viewer engagement.
Furthermore, OTT advertising provides opportunities for interactive and personalized ad experiences. Advertisers can incorporate interactive elements, such as clickable overlays or interactive video ads, to engage viewers and encourage actions such as visiting a website or making a purchase.
OTT advertising has gained popularity due to the increasing popularity of streaming services and the shift in consumer viewing habits towards digital platforms. It allows advertisers to reach cord-cutters and younger audiences who may be less engaged with traditional TV.
Overall, OTT advertising offers a more targeted, measurable, and interactive approach to reaching audiences through streaming platforms.