6. Quality Content Is Important
Content marketing on social media calls for quality images with high-resolution and the same for video. OTT is placing your advertising in line with professionally created content. You cannot throw in homemade video footage.
For OTT services platforms, they expect high-quality content in professionally produced ads. This distinction can be a turnoff for a business that does not have a large budget to play around with.
Don’t let the cost of the investment stop you from the potential of the campaign. The potential audience you’ll reach can easily convert into enough sales to pay for the cost of production.
This could be a good opportunity to partner with a local college and their multi-media program.
7. OTT Appeals to a Younger Audience
Although all demographics are discovering streaming services, younger people are still the top users. Traditional television marketing targets a more mature age group with higher levels of disposable income. OTT is more focused on millennials because they are willing to pay for what they want regardless of how much it costs.
If you can engage them and show why it is of value and through in a discount, younger consumers are more likely to take the bait.
8. It’s Easy to Transition to OTT Marketing
Marketing campaigns that already use digital advertising should have no problem transitioning to OTT. It is the same concept, you’ll just need a better focus on video content that is professionally done.
For YouTube, there will be more leeway on what you can offer because that audience is accustomed to a wide array of concepts.
9. Non-Skippable Ads
If you have ever watched shows on a streaming platform that runs advertising, you know one thing for sure. There is no getting around the advertisements. This is a good marketing tool for the platforms to entice companies to advertise with them.
You have a guaranteed audience. Whether the viewer decides to go grab a soda and sandwich during the ads, chances are he’ll take the device with him.
For people streaming on a laptop or casting to a television, there is no changing the channel until the commercial goes off. If you exit out of the program, you’ll lose your spot. When toggling over to another webpage, new technology pauses the ad until you return.
These tactics give marketers a captive audience which automatically improves their ROI.
10. Creatives Use Technology in New Ways to Increase Engagement
Your creatives will need to make the mental switch from TV advertising to advertising that could be seen on different size screens and devices. This includes laptops, tablets, and smartphones.
Converting Data for Targeted Audiences
OTT marketing strategist will have more data analytics at their disposal. Based on the data creatives will need to recreate content in advertising to fit an audience whose attention span and buying habits may not align with TV viewers.
Currently, TV ads play to a multidimensional, multigenerational audience. However, they are targeted towards a subgroup that is more likely to buy a product. This approach will not work in the current OTT climate because of so many users falling outside that demographic.
Retargeting Will Play a Big Part
Digital technology such as website retargeting will also allow for OTT marketing that isn’t played during programming. Advertising can be presented to your target audience using ads the viewer receives elsewhere.
Ads can appear on their smart devices or presented in website searches. This may increase engagement because your ads will be tailored to their online behaviors.
Automated Content Recognition (ACR)
ACR captures data on viewers’ behavior by use of pixels that can track every second of what they are viewing in smart TVs, devices, and computers. With software applications, it can help consumers identify songs and products featured in programming.
The job of OTT creatives will be to get these tools to generate awareness and sales.
Is OTT Marketing in Your 2020 Strategy?
OTT is here and it doesn’t seem to be slowing down. The technology will continue to evolve as more people turn to smart devices and turn off the TV.
The time is now to build a marketing strategy centered around this technology. If you understand the importance of meeting your audience where they are and don’t mind trying something new, moving into OTT is the way to go.
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