Over-the-top (OTT) services are the preferred channels of digital content consumption. Traditional TV advertising has taken a back seat to digital marketing and OTT advertising. If you want to maximize your brand’s visibility and connect with the right audiences, you need to adapt.
This deep dive into OTT targeting covers everything you need to know about this brand-building strategy, including what it is, the benefits it provides, and some challenges you should look out for.
What Is OTT Targeting?
OTT targeting is the process of delivering advertising content to viewers over the internet through streaming media services. This medium bypasses traditional broadcast television platforms or cable providers.
Unlike traditional TV advertising, which is broadcast to a general audience, OTT targeting allows you to serve ads to specific groups based on demographic and behavioral data. You can use variables like age, gender, location, interests, and viewing habits to choose who to target.
More importantly, OTT targeting is data-driven. Platforms collect huge amounts of information on viewer behavior and use these insights to empower your targeting efforts.
Another key perk to OTT targeting is that users can stream content on multiple devices, such as tablets, smartphones, computers, and smart TVs. You can use this trend to your advantage, cross-targeting audiences as they change devices.
The Power of First-Party Data
First-party data is the secret sauce that makes OTT targeting so effective. Google plans to disable third-party cookies by Q3 2024, meaning digital marketers will have to shift to first-party data. For years, third-party cookies have been a foundational part of digital advertising. The looming ban will put digital marketers in a bind, especially if social media and paid Google Ads form the core of their strategy.
Fortunately, OTT targeting is fueled by first-party data that streaming platforms collect directly. As a result, OTT channels won’t be impacted by the cookie ban.
Why does this matter? By integrating OTT targeting into your strategy, you’ll be able to tap into a digital goldmine of consumer insights. You can learn more about what consumers like, what they don’t, when and where they consume content, and more. OTT insights simply take the guesswork out of advertising.
Why Engage in OTT Targeting?
OTT targeting provides a wide range of benefits when compared to traditional advertising strategies. First, let’s compare it to traditional TV ads.
When you deliver ads over the top via connected TVs, you have the opportunity to engage in precise targeting. You can segment your audience down to specific neighborhoods, age ranges, or interests.
Conversely, with traditional TV ads, you’ve got to cast a wide net and hope for the best. If you are advertising on local TV stations, you are hoping that you picked a favorable time slot and some members of your target audience are watching when your ad airs. With OTT targeting, you can be certain that you are reaching the right people.
Admittedly, digital marketing offers a similar level of control. However, the third-party cookie ban is going to have a huge impact on the efficacy of digital advertising.
Also, OTT allows you to connect with consumers when they are relaxing in front of their TVs. Many types of digital ads attempt to snag a user’s attention while they are in the middle of other tasks, like scrolling, working, or looking for information.
Key Considerations and Challenges
Like any strategy, OTT targeting has its share of strengths and potential challenges. However, you can maximize your odds of success by familiarizing yourself with the roadblocks that stand between you and a strong ROI.
The biggest challenge is creating compelling content. You’ve got to deliver ads that resonate with your consumers while simultaneously informing them and encouraging them to learn more.
Additionally, you’ve got to be mindful of privacy and compliance regulations when planning your OTT targeting campaign. While OTT won’t be impacted by the third-party cookie ban, state and federal privacy regulations do impact what sort of data you can collect and how you use it.
Fortunately, you can avoid both of these challenges by partnering with a reputable OTT targeting partner. Prioritize a partner that offers user-friendly software, personalized support, and analytics tools. This partner will be able to help you navigate compliance challenges while maximizing the reach and impact of your content.
Is OTT Targeting Right for Your Business?
The easy answer is “Yes!” Regardless of what vertical you operate within, how big or small your business is, or what you hope to achieve in 2024, OTT targeting can help you get there.
