Reach New Audiences: OTT & CTV Advertising

OTT and CTV are still television, it’s just even better than you’ve ever imagined! 

For consumers, it’s a different way to watch television and movie content across many different types of screens – not just the big screen – with no cable or satellite subscription required. Think of names like YouTube TV and DirectTV Now in addition to other major players like Hulu, Amazon Video, NETFLIX, Roku, etc.

For advertisers, it’s an innovative way to reach a new, unique audience. Today’s viewers are turning to diverse viewing options that don’t necessarily involve a traditional TV set. They’re watching on smart TV’s, laptops, tablets, smartphones, game consoles and other connected devices such as Chromecasts, Amazon Fire TV Sticks, Roku and Apple TV.

OTT & CTV Viewership

Now you can reach TV viewers that can’t be reached with traditional linear TV commercials. The rise of  OTT & CTV viewership is creating new ways for advertisers to reach their target audiences by combining the impact of TV with the precision of digital. As a full service digital marketing agency, OTT & CTV advertising with Xcite means that you can now target, measure, and retarget TV-viewing households. 

There is a lot to learn about this type of advertising and we’ve outlined all the important details for you below. Get in touch with us to see how OTT and CTV advertising can benefit your business. We’re here to help and look forward to hearing your questions! 

Let’s start with defining ‘the new’ TV!

OTT devices and content providers logos

Over-The-Top (OTT) is a reference to streaming TV content, because it’s circumventing traditional cable and satellite subscriptions to deliver video content. OTT content is watched through another device other than a television, like your smartphone, laptop, desktop or tablet.  If you are using a device like a Chromecast or Amazon Fire Stick to stream video content from your smartphone, laptop or tablet to your television, then this is considered OTT.

Linear TV is programming delivered in a standard, live, non-DVR’d manner. It is the standard way people have watched TV since 1948, when four television networks, (NBC, CBS, ABC, and DuMont), broadcasting over 128 stations, begin a full prime-time schedule 7 days a week.

Connected TV (CTV) refers to any TV that can be connected to the internet and access content beyond what is available via the normal offering from a cable provider. It also is all the devices that use a television as a display and can connect to the internet to access content. These are most often videos that are streamed via apps downloaded from a TV app store. Devices that are commonly classified as CTV devices are:

  • Smart TV – any television with a built-in internet connection and a media platform. This means that no additional devices or equipment are needed to stream on the TV.  Some of the major players in the Smart TV space are LG, Samsung, Sony, and Vizio.
  • Connected Device/Stick/Dongle – often referred to as OTT devices, these are boxes or dongles that plug directly into any TV set and to the internet, to enable apps and video streaming to be used on that television set, regardless of whether the TV itself is “smart.”  Examples of these devices are Roku, Google Chromecast, Amazon Fire TV Stick and Apple TV.
  • Gaming Consoles – Playstation, Xbox and Nintendo Switch are essentially acting as the connected device whereby they have built-in app stores for streaming video and other content to your TV.
Know what you're buying with OTT & CTV

What Is CTV In Advertising & Its Benefits?

CTV advertising is skippable online advertising targeted to relevant content channels and/or audience groups. CTV inventory is premium, professionally produced television content; it’s not the banner display ads that sometimes appear on CTV devices. One main benefit of Connected TV advertising is that you can reach TV viewers that advertisers can’t reach without traditional TV commercials. Some others include:

Superior Targeting Capabilities: With Connected TV audience  targeting, you can be sure your marketing dollars are going towards your most valuable and targeted viewers.

Measurable Results: Our programmatic platform lets you measure the results of your Connected TV campaigns with both digital and traditional metrics, including video completion rates; you can also see the end-to-end customer journey from viewing a TV commercial to  making the purchase.

Growing Audience: Targets millennials and the growing % of the population who do not have cable TV and are actively looking at “cutting the chord.”

What Is OTT In Advertising & Its Benefits?

OTT TV originally focused on content delivery over the internet through Netflix, Hulu and Amazon, but now there are literally hundreds of streaming services that cater to individual niches, like episode content, short form content including local news or how-to tutorials, live streaming, video on demand and linear television. As viewers of all ages turn to OTT services, marketers are discovering new opportunities to target and align with key audiences. Advertisers can now pinpoint specific audiences with strategic brand messages. Benefits include:

Brand Safety ads delivered during live TV or on demand are reached across top tier networks and popular content.

100% view-ability – All ads run full screen so 100% of pixels are in view, eliminating below the fold ads of other media vehicles.

Near Perfect Ad Completion – Viewers are watching the ads all the way through, with an average completion rate of 98%.

Retargeting OTT & CTV Viewers You can retarget your OTT & CTV viewers across all their devices, including laptops, tablets, and mobile phones. Keeping your message top-of-mind throughout the decision-making process.

Cable Authenticated Vs Cord Cutter

Reporting For OTT & CTV Campaigns

Measure the impact of your campaigns with both digital and traditional metrics, including video completion rate (VCR) and gross rating points (GRPs). These are the metrics we can report on to see the impact of your campaigns:

  • Video Completion Rate – the percent of viewers who watched your ad to the end.
  • Clicks – the number of clicks from your ad to your website.
  • Ad delivery by device – which devices your ads were delivered to.
  • Performance by time of day.
  • Performance by specific days.
  • Ad viewer demographics.
  • Reach – the number of unique people that we exposed to your ad.
  • Frequency – the average number of times you’re delivering your ad to a given person

If you’re ready to dive into the world of OTT and CTV advertising then we’re ready to help you swim with ease and on a rewarding path. Get in touch and let’s chat about how this method of advertising can benefit your business.

The Xcite Group - Targeting cord-cutters on every OTT Distribution platform.