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What is Over the Top/CTV Advertising and What Should You Know?
Over the Top (also known as OTT) is the Federal communications commissions (FCC) designation for over-the-top of cable. Connected TV (CTV) is also becoming a popular term for Over the Top advertising. Simply put, this is ad supported streaming content where you can place your commercials on an internet connected device into the top shows and networks. The group of devices commonly classified as OTT/CTV include:
OTT advertising is similar to advertising on broadcast or cable television but it is delivered through streaming media on OTT devices. Also, many of the commercials are un-skippable which is attractive to advertisers. You’re reaching your target audience in your target area in the top shows and movies without your target consumer being able to bypass your advertising message.
One of the best parts about Over the Top advertising is that the cost is only around $0.04 per targeted commercial!
Therefore, this medium can be a smarter, better, and cheaper way to reach your audience than traditional marketing mediums like TV, Print, Radio, and Outdoor.
The key performance indicator that is most important for your OTT ad buy is view to completion rate (VCR%). This is a sign of premium placements within premium content.
There is still a perception amongst advertisers and agencies that the OTT Ad buying process is very complex and can be confusing. While that is partially true still in 2019, below are some questions you should ask before deciding who to work with.
1. What networks will my ads show on?
2. What are your average completion rates?
3. If we do advanced targeting, are you using a different platform to run those ads? If so, what networks will show up in my weekly/monthly reports?
4. What are my CPM options and what do we get at each level?
5. Is there a price break if I buy direct or go through my AOR?
6. Is Hulu included in your OTT offering?
7. Do you report where every impression runs?
8. Will you provide pacing updates throughout the campaign?
9. Do you provide dashboard access to your clients?
10. Are you utilizing viewer attribution modeling?
Now, how do you buy Over the Top Advertising for your business? We are here to help!
Email us at lmatthews@theoryzmedia.com or call (651) 335-7093. You can also always reach out to us here: Contact Us
We are a full service marketing agency built by a partnership between four top media experts. Contact us today to learn more!
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