With the advent and growth of programmatic advertising, traditional marketing avenues no longer hold the same place in an organization’s advertising budget. How does an organization leverage this trend to create CTV-ready OTT content while effectively managing production costs? We explore this process to help you understand your next move.
What Is OTT?
OTT, or over-the-top, describes the digital method of delivering video, audio, voice, or messaging content via the internet (instead of through traditional formats, such as satellite, cable, or broadcast television). An internet user accesses such content employing various internet-connected devices, including a desktop PC, laptop, gaming console, mobile phone, tablet, or smart TV. OTT providers include Disney Plus, Netflix, and YouTube TV.
What Is CTV?
CTV, or connected television, refers to the internet-connected device that accesses OTT content. CTV includes (i) streaming devices (such as Apple TV, Amazon Fire TV, and Roku), (ii) gaming consoles (including Xbox and PlayStation), (iii) smart TVs (like LG and Samsung), and (iv) set-top boxes (e.g., streaming sticks or bars). Advertisers analyze CTV habits to reach specific audiences based on demographics and personal preferences.
Distinguishing Between OTT & CTV
OTT describes how content is delivered. Typically, OTT is viewed as streaming video (or other content) over the internet. CTV refers to the device employed to access such content. CTV is generally pictured as a big-screen “TV” device (e.g., a smart TV or gaming instrument) capable of connecting to OTT content. For example, a user might watch a Netflix documentary (OTT) on their Xbox gaming console (CTV).
Why You Need An OTT Marketing Strategy
In today’s fast-paced, technologically advanced world, a customized (yet flexible) OTT marketing plan is essential to connect with your target audience via multiple streaming platforms. Unlike traditional media formats (such as over-the-air television or radio), OTT platforms enable users to actively engage with content. Tailoring your advertising efforts to your audience preferences can achieve much higher engagement rates.
But how do you interpret audience preferences? What statistical metrics (e.g., impressions, click-through rates) determine whether a particular campaign’s performance meets your objectives (i.e., fulfills your expected ROI)? Likewise, what OTT platforms best suit your services or products? Answering these questions is essential to constructing an effective OTT marketing strategy in today’s rapidly evolving digital landscape.
Operating A Successful OTT Marketing Plan
Today, organizations must develop a meaningful OTT marketing strategy to stay competitive. A dynamic OTT marketing plan needs to incorporate the following elements:
- Identification of target audience: Who are your ideal customers? What demographic data (e.g., age, income, location, etc.) best describe your target audience? What interests and viewing habits most commonly align with your ideal customers?
- One or more OTT platforms: Which OTT platforms does your target audience most use? Does one particular OTT platform resonate with your ideal customers? Are other OTT platforms less relevant to effectively executing your marketing campaign?
- A developed content strategy: Engagement is the cornerstone of modern advertising. The user experience requires a meaningful call to action. How do you align a content plan to a particular OTT platform’s format to ensure maximum engagement?
- Performance metric monitoring: Customer data is gathered in more ways than ever. Do you know how to interpret this information? Understanding metrics enables you to adjust your campaign strategy to ensure optimal engagement and maximum ROI.
- Allocation of budgetary resources: All organizations have a marketing budget. Naturally, you want to disburse resources in an efficient, productive manner. How do you know which OTT platforms and advertising efforts best meet your objectives?
What Is Target Market Data?
Target market personas leverage existing data to gain a deeper understanding of a particular audience. This information is derived from various factors such as demographics, behavior, motivations, customer objectives, and more. These personas are essential for making informed decisions that impact customer engagement strategies, content creation, and brand positioning.
What Is Property Data?
Property data is a collection of real estate-related information that describes all aspects of a residential or commercial property (e.g., property address, property type, ownership details, market value, transaction history). It reveals crucial property-related statistics that allow an organization to tailor marketing campaigns based on individual property attributes.
Coupling Target Market & Property Data Sets
Art Unlimited joins relevant target market data and property-related statistics, through our Persona Blueprints product, to better understand your target audience, including their needs and preferences. That way, you can tailor your marketing strategy to connect with your ideal customers most effectively. Additionally, we help arrange the appropriate OTT formats for your advertising efforts based on their user preferences. Your marketing plan is no longer “random” or undefined. Instead, you have a focused, efficient, and adaptable approach to dynamically engaging with your customers.
Pairing OTT Content For CTV Devices
Contact Art Unlimited today to learn more about our marketing services or to schedule a complimentary consultation to discuss your marketing objectives.
At Art Unlimited, we work closely with roofing, home services, HVAC, and energy-sector businesses to address their marketing needs by identifying and implementing data-driven, automated programmatic advertising. Our experts help you reduce or eliminate ad spending on low-value campaigns and shift to better and more secure ad placements that efficiently target your ideal customers. We align and optimize OTT content for CTV platforms to ensure maximum return on investment (ROI).
