As the world continues to grow increasingly digital and new mediums are created regularly, businesses throughout the Tri-State area now have a variety of new options available for them to market directly to consumers. One that has surged in popularity recently is OTT marketing strategies.

It's an incredibly effective means to target your ideal demographic, but since it's so new, many advertisers don't understand the true potential it provides. This helpful guide will educate you on this emerging trend and show you how it can benefit your business.

What is an OTT marketing strategy?

To understand how OTT marketing strategies can bolster your advertising efforts, you'll first need to understand how this service works. OTT, or Over The Top, refers to streaming services that deliver audio or video-based content over the internet. Today's most recognizable OTT platforms include well-known companies like Netflix, YouTube, Spotify, Amazon Music and Video, Vimeo, and Pandora.

OTT marketing gives businesses the ability to advertise directly to the users of platforms like these. Many OTT platforms offer their services for free with the caveat that you'll have to watch a short advertisement before streaming your content, but users can remove the advertisements for a fee. Advertisers can reach the free users regardless of their location and use detailed data to target particular demographics without being beholden to more traditional TV providers that used to have all control over ad placement.

What are the benefits of an OTT marketing strategy?

Advanced targeting methods.

One of the most significant perks of OTT marketing strategies is how deeply you can drill down to find your ideal target audience. With more traditional broadcast advertising, you could choose a certain channel and time of day depending on your demographic, but even then, you wouldn't know if someone is changing channels during the break or fast-forwarding on their DVR.

OTT marketing allows you to choose an advertising space based on what the viewer is watching, when they're watching it, what device it's on, and countless other data points. This ensures your messaging is being seen or heard by the right people.

Create a more enjoyable user experience.

Whether it's going with shock value, humor, or creating campaigns that develop over a long time, keeping the audience's attention has always been a priority for marketers. To ensure your messaging is well-received, you first have to make sure it's being fully seen or heard. OTT marketing helps make that easier to accomplish.

Rather than being hit with long commercial breaks that prompt television viewers and radio listeners to switch channels, OTT marketing is delivered in short 1 to 2 ad bursts. The ad is often accompanied by a timer that shows the view just how long the ad will be, so they're less likely to disengage. Many platforms even allow users to choose which content they'd rather be delivered, so the experience is customized to their wants.

Increase immediate engagement.

A common problem with more traditional advertising methods is that a consumer will see or hear an ad, have to remember the phone number or website, then either call or visit online. This isn't always an immediately available option, and it's not uncommon for the viewer to simply forget the ad as they go about their day.

OTT marketing addresses this concern by adding clickable CTAs right on the ad in many cases. So as they are watching the advertisement before they can stream their content, they can simply click the link and be taken directly to the related landing page.

Take advantage of new OTT marketing strategies.

If you're ready to take advantage of this revolutionary marketing tool but aren't sure how to get started, then contact our team of experts at GeoReach. We specialize in location-based marketing solutions to create targeted campaigns that generate exceptional ROI for our clients. Learn more about the services we offer, or contact us online to schedule your initial consultation.