In today’s modern world, every passing day adds an advancement in technologies and how businesses interact with their customers. In the domain of marketing, one modern advancement that has been done is how the advertisement can be implemented for TV audience.
In the previous decade, there has been a very steep uphill trend in the application of OTT and connected TV for the said purpose. Let’s talk about why it’s so important to consider doing OTT.
What Is OTT? OTT, which stands for “Over the Top,” was derived originally from how the devices were originally implemented, the way they go over the top of the cable box. OTT refers to streaming programs that bypass the conventional way of cable used in televisions. An example of this is Netflix, which uses internet connectivity instead of the cable connection.
Here are the top 5 reasons why it’s important to do OTT.
- Audience Size - The audience size is getting quite a large day by day. There have been many studies done recently, which show huge growth in the number of subscriptions each home has to stream programs. Approximately, 43% of the households in the US have streaming subscriptions in addition to cable connections and on average, each household has 3 active subscriptions at a given time.
- OTT Ecosystem Is Maturing - Unlike the past, when viewers did not have a choice, the ecosystem is developing and maturing at a fast rate now, and there are a lot of content providers available to the customers. So content will be reaching the viewer one way or another… you need to be everywhere at all times; you need to develop an OTT campaign to stay competitive in your market and provide the content your customer is looking for.
- Viewers Demand A Seamless Experience - OTT lets you enjoy streaming capabilities on multiple platforms, unlike the conventional cable system. Competition in your market is tough, and your customers don’t settle on anything less than best. So, OTT needs to be a seamless experience for your clients, on every possible platform, making it more feasible than conventional systems.
- Control Over Advertising - While OTT lets you design, build, and deploy your advertising all digitally. You can also manage your campaigns in real life. This completely makes you free of any need for manual work, shifting your advertisement wholly to OTT advertisement.
- Monitor Viewership - Another great advantage of doing OTT is that you can keep monitoring your audience in real-time. You can also see real-time watching stats, and also analyze in real-time. OTT advertisement lets you enjoy the advantage of advertising on TV at the same time, letting you do things like online advertising, unlike the conventional system.
OTT has caused the viewing time of traditional TVs to drop dramatically, with the 18-24-year-old group leading the way by dropping their watch time to just 25 mins/day! As opposed to the millennial parents, who watch TV over 3 hours a day, millennial children spend about one and a half hours watching a TV-connected device. If you are ready to capture more of your market and be there when and where your customers are, let one of our Digital Strategists put together a strategy that works for you.
