What is OTT?
OTT, or "over-the-top," refers to the content being delivered through the internet without the need for a traditional cable or satellite connection. The types of content that OTTs can deliver vary from videos to audio, messaging, and even voice calling (VoIP). With OTT, consumers have the freedom to choose their device, content, and time of consumption. OTT content is available on a variety of devices, including laptops, tablets, and smartphones, and can be accessed anytime, anywhere. Unlike traditional media, which is delivered on a fixed schedule, OTT allows users to choose from a wide range of content from various media companies based on their personal preferences.
There are several models and examples for delivering OTT content:
- SVOD (Subscription-based Video On Demand): includes Netflix, Disney+, Hulu
- AVOD (Advertising-based Video On Demand): includes Youtube, Spotify Free, Tubi
- TVOD (Transactional Video On Demand): includes Apple iTunes, Amazon Prime Video
OTT in advertising
OTT platforms offer the opportunity to place targeted ads in front of a specific audience. There are several benefits for marketers to using OTT in advertising:
- Targeted advertising: OTT platforms allow marketers to target their ads to specific demographics or interests, ensuring that the right audience sees the ads.
- Measurable results: OTT platforms provide detailed analytics that allows marketers to track the performance of their ads and measure the impact on their target audience.
- Increased engagement: OTT ads are often more engaging than traditional ads, as the ads are integrated into the content that users are watching and can be interactive.
- Cost-effectiveness: OTT advertising can be more cost-effective than traditional advertising, as it generally allows businesses to reach a specific audience at a lower cost.
- Flexibility: OTT advertising allows businesses to be flexible and adjust their campaigns based on performance, as they can easily change their targeting or ad creative to optimize results.