OTT advertising (Over-the-top), or streaming video ads, has become a popular option because it allows you to reach your target audience in where they are increasingly consuming media.
Since 2019, streaming content has captured 37.3% of television viewers and, according to Bloomberg, the video streaming market is set to grow to $416.84 Billion by 2030.
Placing ads on streaming services like Netflix, Hulu and Amazon Prime are more effective than ever before, but it’s complicated to do it right on your own. Not all OTT ad inventory is created equal, so it’s important to work with an experienced agency that can help ensure your advertising budget is spent effectively.
Here are the 3 things you need to create a winning OTT advertising strategy:
1) Balance your OTT advertising strategy with high-quality ad placements.
When it comes to OTT ad inventory, the quality of the content being consumed by viewers can have a significant impact on engagement levels. Premium content, such as original programming, attracts a more engaged and loyal audience. This means that ads displayed during premium content are more likely to be seen and remembered by viewers. In contrast, ads shown during lower-tier content may be less effective, as viewers are more likely to tune out or skip through ads–or even worse, the views may be fraudulent.
2) Create the right budget mix for your OTT campaign.
The cost of OTT ad inventory can vary greatly depending on the quality of the content and the platform being used. Premium inventory is likely to cost more, but it may be worth the investment for advertisers looking to reach a highly engaged audience. Cheaper inventory may be less effective, but it can be a good option for those working with a smaller budget. Reputable firms like Arena have access to all types of inventory and should provide a mix that meets the advertisers’ goals.
3) Leverage the experience of a trusted OTT advertising partner to keep your campaign ahead of the competition.
Buying OTT ads requires a digital-first skill set. It’s important to work with a digital partner like Arena who understands the various platforms, targeting options, ad verification tools, and reporting platforms available in the OTT space. We can help you navigate the complexities of buying inventory and ensure that your advertising budget is spent effectively.
Find the right OTT fit for your campaign
An agency with experienced OTT media buyers can help you track and measure the effectiveness of your ads—allowing you to make data-driven decisions about where to invest your OTT advertising dollars. By working with the right team, you’ll maximize the impact of your advertising campaigns and reach your target audience more effectively.
Of course, I’d love you to consider working with the streaming experts at Arena to get the tools you need to win!