OTT Dynamic Audience Targeting

OTT stands for over-the-top, with reference to devices that go “over” a cable box to give viewers access to TV content. In OTT channels, content is delivered via an internet rather than through a traditional cable or broadcast provider. OTT is usually subscription-based video on demand services that offer access to film and TV content, including Prime Video, Hulu, Netflix, Hotstar, Zee5, Now TV, Sling TV, etc.

Using OTT TV advertising companies are able to reach the cord cutters. Users must view the company’s video ad before they can consume the film or TV content. A huge benefit is that the video advertisement is 100% viewable and non-skippable with ad lengths of 15, 30 or 60 seconds long. Video success is dependent upon marketers having a clear, creative video ad strategy. Through OTT dynamic audience targeting the marketer is able to better target and access ad inventory that is not available via traditional TV. Marketers are able to measure performance by metrics such as Gross Rating Points, on-target percentage and more.

Does OTT Dynamic Audience Advertising Work

Yes, OTT ads work, and there’s never been a better time to include them into your advertising mix. It’s an exciting time to be in the advertising industry. The convergence of a culture where consumers are accessing their screens 24/7 with OTT technology has created a huge opportunity in the form of video advertising. Think about how much streamed content you watched this week on your smartphone, tablet, laptop, and/or smart TV. If the number is higher than you’d like to admit, don’t worry—us too. The good news for advertisers is, the same holds true for billions of other consumers across the globe.

“Whether viewed on a connected TV set at home, on a streaming device at the gym, or on a desktop at work, video content remains an advertiser’s most powerful tool to connect with audiences, wherever, whenever, and however they may be watching.” IAB – Interactive Advertising Bureau

OTT Dynamic Audience Targeting is Essential to OTT Advertising Success

TV ads have long been a mainstay of the advertising industry for one simple reason: they work. And with the creation of programmatic OTT advertising, granular audience targeting for TV spots is now a reality. Advertisers can now combine the effectiveness of TV ads with the advanced audience targeting capabilities that come with digital advertising. However, without the right target market solution, ads will not be seen by the right consumers, and there is no longer an added value of OTT advertising. This is why we have developed our OTT solution with three distinct targeting methods in mind—all to enable companies to harness the power of OTT ads through precise, granular targeting.

OTT Addressable Targeting

To reach consumers across all of their screens (from TV to mobile screens), it is essential for us to be able to target at the household-level. This is where addressable OTT audience targeting comes in, and when it comes to addressable programmatic we are second to none. Our addressable audience targeting is the most precise way to serve video creative to individual households via OTT devices. We use GPS to target physical addresses so that only the right households and devices get targeted. This means significantly better ROI and less wasted impressions. Addressable targeting also gives advertisers a way to leverage CRM and other offline data to create custom audiences for OTT targeting.

  • Leverages GPS data for precise audience targeting
  • Ability to send ads to your customer database using CRM address information
  • Cross-Platform (mobile, desktop, CTV)
  • Deliver video ads to devices seen within those addresses during and up to 30 days after having been in those geo-fences

OTT Behavioral Targeting

With OTT behavioral targeting, we provide companies with the ability to bring the precision of digital targeting to OTT by targeting users based on keywords, context, and their online behaviors.

  • Provide a list of at least 10 keywords that align with your ideal audience’s interests and we will match the audience based on behavior
  • Example of behavior audience segments: healthy foods, groceries, organic food, fitness, grains, breakfast, yoga, wellness, low fat, low calorie
  • Utilizes premium data to target your ideal audience
  • Cross-Platform (mobile, desktop, CTV)
  • Deliver video ads to devices seen within those addresses during and up to 30 days after having been in those geo-fences

OTT Demographic Targeting

OTT demographic targeting lets companies take advantage of numerous combinations of demographic variables to find and target your audience. With numerous variables to choose from, we can target more than 125 million households.

  • Example of demographic audience segments: Female, Age 25-35, 2+ Children
  • Based on comprehensive online & offline demographic data
  • Cross-Platform (mobile, desktop, CTV)
  • Deliver video ads to devices seen within those addresses during and up to 30 days after having been in those geo-fences

With our three distinct methods of audience targeting we give companies a multi-targeting approach for delivering their video ads to a specific OTT audience. Contact us to discuss how a strong local, regional or national OTT dynamic audience targeting strategy can level the playing field even with your larger competitors.

Related Posts