Over The Top (OTT) Marketing

OTT is an acronym for “over the top,” it refers to ad delivery on streaming services. OTT ads are served to consumers via internet-connected devices, bypassing traditional cable and satellite broadcasts. Content streaming giants such as Hulu and Vudu are examples of OTT platforms.

The definition of OTT is not limited only to video streaming. It could also refer to internet-based voice calling solutions, audio streaming, and messaging services. OTT services are mostly monetized, but in some cases, these platforms feature in-app purchases.

Since the 1950s, TV has dominated advertising space. Over the past decade, there has been a surge toward streaming services, which is threatening traditional TV advertising reign.

Studies indicate by 2022, OTT adoption is expected to hit 197.7 million, a massive flood from the current 170.1 million. More Americans are cutting cords and stacking services. Younger generations are forgoing cable and Satellite altogether, starting with streaming services, commonly dubbed cord-nevers.

Adding OTT to business marketing plans is becoming increasingly paramount as viewers prefer to get content from streaming services. Below are some additional reasons to consider OTT.

OTT allows targeting of complex custom audiences for more refined performance measurements. Analytics for OTT advertising include impressions, audience, and view data. Better data enables more accurate split testing and, most importantly, better insights into what is working and what is not.