I am going to try and put this in terms everyone can understand because it is still such a murky murky maze to most! What is OTT? And then why do some call it CTV? OTT simply refers to “over the top” viewing – or the delivery of video content streamed directly over internet-connected devices. CTV, or as some call it, CONNECTEDTV… is a traditional TV viewing experience either directly on a Smart TV, (a TV with built-in internet capabilities) or a TV that has been connected to a device that allows streaming content to be viewed through it such as Roku, Apple TV, Gaming Devices, Chromecast or Amazon FireTV, etc….
All CTV is OTT but not all OTT is CTV……
So, Why run OTT/CTV with me? Well, let me tell you….. As a digital strategist with Sinclair Digital and CompulseOTT, I have all of the toys in the toybox at my fingertips! I have completed the training and have a vast understanding of how I can help my clients by becoming partners and an educator in this new playing field. Some of the differences and benefits of running your OTT with me include……
- ComScore-validated data targeted reporting for every commercial impression served
- We run in premium inventory and full episodic programming (FEP)
- We are one of the largest buyers of OTT inventory in the US.
- We run True CTV & OTT inventory, not blended with pre-roll
- We are completely focused on ad placement in FEP on CTV devices
- Averages over 95% of ads running on CTV
- Near real-time dashboard reporting, the client is provided link to monitor
- Full transparency
- I can sell any DMA in the US – one-stop solution for buying
- We can have separate impression counts for individual DMA’s or ZIPs
- Run unique creative per DMA with separate reporting by creative by DMA
- Can have any combination of DMA, ZIP, & creative versioning
- Non-skippable ads
Something else to think about….. because why not? Since OTT content is usually delivered through CTV, traditional viewing habits are mimicked by OTT services. Several studies conducted have shown that the user is willing to watch a video ad to continue watching content. With the study, Hulu was used, and more than half of the viewers were willing to accept advertisements. As with most video advertising, OTT ads can be shown before, during or after watching video content. Mid-roll ads seem to be the most acceptable and popular among users. Some believe that CTV is the future of advertising and they have a valid reason to think so. Start by realizing that OTT services and CTV devices are everywhere. Not only that but the adoption of streaming services are huge in the US and continue to grow in other countries as well. It is estimated that by 2020 more than 75% of families will have TVs connected to the internet in the United States. It’s also great for targeting millennials (ages 24 – 39) who love streaming services and are getting harder and harder to advertise to. Users also don’t mind watching ads through CTV as they know and understand that it’s just part of the business model. OTT services are also typically much cheaper than traditional TV which further strengthens the reasoning behind showing ads. It automatically makes ads via CTV devices more profitable for advertisers as well. (Source – AdTech industry News)
One last quick statistic about OTT /CTV….. A new report out (in CordCutter News) shows that the impact of the digital shift has never been taken more seriously by advertisers than it is right now. According to one platform connecting media advertisers to their audiences, they looked at over 20,000 ad campaigns from 2019, compared to those from 2018, to show how the digital shift has changed the industry. What the results show is that advertisers are using OTT advertising to better reach their local audience. As advertisers have chosen to invest more in OTT advertising year over year, it shows that the strategy is paying off. In 2019, advertisers spent 127% more on OTT advertising when compared to 2018. 2020 will see an even greater increase….