Refocustop (OTT) — including connected TV (CTV) — is still a mystery to many. While 29% of TV viewing is now OTT, only 3% of TV advertising dollars are allocated to it. Up until

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refocus your OTT strategyThe world’s most innovative brands are

beginning to understand how TV and digital

ads complement each other, but over-the-

top (OTT) — including connected TV (CTV)

— is still a mystery to many. While 29% of

TV viewing is now OTT, only 3% of TV advertising dollars are allocated to it. Up

until now, OTT has primarily been seen as

a way to reinforce TV buys. In fact, Gartner research shows that most marketers are

integrating OTT into traditional TV planning

and buying. But OTT can be more than just

added value for a brand’s TV buy. Marketers

must get strategic and refocus on OTT as part

of a cross-channel video strategy that drives

business outcomes.

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refocus on linearWithout audience-driven, holistic planning that integrates linear TV and OTT, two potential

problems can occur: first, inefficiencies caused by duplication as a result of audiences viewing

both linear TV and OTT; and second, missing the Elusives — cord-cutters and cord-nevers

unreachable via linear — in a brand’s audience. In 2018, 66% of U.S. OTT households were

also cable subscribers, meaning marketers that weren’t planning linear and OTT buys holistically

saw duplication across these channels. To extend reach instead of duplicating audiences,

OTT campaigns should be specifically focused on unexposed linear audiences. Advertisers

can lean on viewing data extracted from Automatic Content Recognition (ACR) technology

to find Elusives within their strategic audiences, a population expected to total over 95 million US adults by 2022. In both scenarios, marketers can find untapped consumers across

streaming environments.

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refocus on digitalAs direct-to-consumer (DTC) brands lead

the data-driven advertising revolution,

they’re setting an example that traditional

brands can follow to better connect with

their audiences. This includes the approach

many DTC brands — which spent almost $4 billion on TV advertising in 2018 —

take to OTT advertising. For marketers

that are already leveraging audience data

in their digital advertising, OTT is a perfect

hybrid of digital and traditional TV. While

its targeting and measurement capabilities

more closely mirror those of digital channels,

OTT advertising brings with it the big screen

impact of linear TV without the high barrier

to entry of the traditional TV-buying process.

For traditional and DTC brands alike, OTT

presents the opportunity to get living room

placement while still maintaining the data-

driven targeting and measurement of digital.

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refocus on the viewerThe abundance of viewership data available to marketers provides insight on the commonalities

and differences among its audiences. Overall, OTT viewers tend to be younger — with a median

age of 23 — and have a higher household income than traditional TV subscribers. “OTT-savvy” homes are also more likely to be in affluent areas like San Diego, where 71% of homes have a

streaming-enabled device. With these trends in mind, advertisers should be focusing on the

creative and messaging that will resonate with the segments of their audience more likely to be

OTT viewers — like emphasizing causes that may be important to this segment of their audience

— when creating campaigns for these channels.

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refocus on the futureThe days of viewing OTT advertising as a basic add-on to linear TV buys are coming to an

end. Despite its start as part of a bundled package for TV advertisers, OTT presents a huge

opportunity for combining the reach of linear with the targeting and measurement capabilities

of digital. As OTT’s reach continues to grow with the increasing number of cord-cutters, and

streaming subscribers expected to reach nearly 200 million in the US by 2022, now is the time

for brands to refocus OTT strategies on creating valuable consumer experiences that lead to

meaningful business outcomes.

4C is a global data science and marketing technology company that delivers self-service software for brands to execute video-centric marketing and optimize business outcomes. Leading brands, global agencies, and media owners trust the Scope by 4C™ platform to identify their most valuable consumers and reach them across channels and devices. With nearly $2 billion in annualized advertising spend running through Scope, 4C enables self-service activation on linear television and social media, over-the-top content, and digital commerce. Founded in 2011 and based in Chicago, 4C has staff in 16 worldwide locations throughout the United States, United Kingdom, the Netherlands, France, Hong Kong, India, Singapore, and the Philippines. Visit www.4Cinsights.com for more information.