Streaming Success: Crafting Impactful Ads with OTT Marketing

Even if you’ve never heard of it, we guarantee you use OTT. Over-the-top (OTT) refers to the delivery of film and TV content via the internet, without the need for users to subscribe to a traditional cable or satellite television service.

If you have a laptop or tablet connected to the internet, guess what, you’re an OTT user. You may have experienced it with platforms like Netflix, Amazon Prime Video, Hulu, and Apple TV+. And if you’ve watched any of those services recently, chances are that you’ve also seen ads while streaming your favorite shows.

But how can companies make sure their ads cut through the clutter and leave a lasting impression on viewers?

That’s where OTT marketing comes in.

What makes OTT ads so special?

There are a few key differences between traditional TV ads and OTT ads.

• OTT allows for more precise targeting of audiences, based on specific demographics and interests. This means that companies can reach their desired consumers in a more efficient and cost-effective way.
• OTT ads are non-skippable (at the very least, for the first few seconds). Viewers have to watch the full ad before resuming their content. Because streaming isn’t a “channel flipping” friendly environment like with traditional TV ads, this ensures your audience really sees your full message, rather than skipping past it.
• OTT ads have the potential to be more interactive and engaging. With features like clickable links and call-to-action buttons, viewers can directly engage with your brand without having to switch devices or search for your product online.
• More people use OTT platforms these days. Even traditional TV viewers are switching to streaming services. By advertising on OTT platforms, you can reach a larger audience and potentially attract new customers.
• OTT ads provide better data and insights. Advertisers use their OTT platforms to track metrics such as ad views, click-through rates, and conversion rates to measure the success of their campaigns and make necessary changes for future ads.

TL;DR: It’s easier to target the right buyers, and you’ll reach more of them with your marketing collateral. Plus, they’re actually paying attention to what your ad says.

Crafting impactful ads for OTT

The differences in OTT vs. regular TV advertising mean creating effective OTT ads requires a fresh approach to production.

Here’s how to craft your ads so they stand out and make an impact on your viewers:

1. Keep it short and sweet.

Unlike TV commercials, which can be up to a minute long, OTT ads are usually only 15-30 seconds. And with viewers’ shorter attention spans on streaming platforms, it’s crucial to get your message across quickly and concisely.

Remember: they aren’t there to watch your promoted content. They’re there to watch what they searched for.

2. Start strong.

Some OTT ads are skippable after five seconds. Others (like Snapchat) are unskippable, but only last 5-6 seconds. Even if you have a full 15-30 seconds, it’s best to make sure your message is front and center at the beginning of the ad to capture viewers’ attention before they have a chance to skip. That way, you’ll convert more of its viewers.

3. Use interactive features.

As mentioned earlier, OTT ads can have interactive elements. Take advantage of this by incorporating clickable links or CTA buttons to make it easier for viewers to engage with your brand.

Some platforms, including YouTube, allow you to create polls as opposed to the traditional ad format. These can be a fun and effective way to get viewers involved and create a memorable experience (plus, you can gain some market insights).

4. Personalize your content.

OTT platforms have access to valuable user data, which means you can tailor your ads to specific demographics or interests. For example, if you’re advertising a fitness product, you could target viewers who have previously watched workout videos on the platform.

This is completely different from regular advertising, which shows the same content to everyone. If you have the budget for it, you can create different types of content for all your buyer personas and make them more likely to engage with your brand.

5. Be creative and unique.

With so many ads on OTT platforms, it’s important to stand out from the crowd. Don’t be afraid to think outside the box and get creative with your messaging or visuals. Use humor, emotion, or storytelling to connect with viewers and make a lasting impression. Just make sure your messaging aligns with your brand and resonates with your target audience.

Final thoughts

OTT marketing provides a unique opportunity for companies to reach their target audience in a more targeted, interactive, and engaging way. By understanding the differences between OTT ads and traditional TV ads and implementing these tips, you can create impactful ads that cut through the clutter and leave a lasting impression on viewers.