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What is OTT Advertising? Should you be leveraging OTT Advertising?

May 19, 2021

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Marketing

Sandeep Mathias

When you think of paid advertising, what are the first platforms you think of? Most brands automatically jump to PPC campaigns like search ads on Google or display ads on social media. Sponsored content (including influencer campaigns or high-authority placements) may be in the mix. Some may think about paid commercials on TV. Now, though, there is an abundance of platforms to choose from, and an increasing number of ways to reach your audience daily. While your standard search and display ads should always have a place in your marketing mix, it also can significantly benefit brands to break outside their standard molds when they’re ready to improve their marketing campaigns.

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OTT advertising is a quickly-growing marketing channel that’s likely to continue increasing in popularity, accessibility, and reach over the next decade. As more customers move from conventional cable plans to online streaming, conventional commercials will have less reach and may become less effective. OTT advertising really does offer a nice combination of the ability to reach potentially captive audiences on a wide scale for brand awareness purposes while also having some basic targeting that you don’t get with conventional TV, combining some of the benefits (and, to be fair, some of the drawbacks) of both commercials and online ads.