BY Rachel Cagle
A new year means new trends for many types of advertising media. According to research from Applicaster, here are a few you and your clients need to be aware of for OTT TV.
Help Your Clients with OTT TV this Year
Let’s Get Personal
With how readily available consumer data is nowadays, consumers have come to expect a level of personalization in the ads they see. But that doesn’t stop at just adding the consumers' name into advertising emails. According to Applicaster, “Personalization will grow this year as data analytics tools get more sophisticated and OTT service providers learn what motivates their viewers.” In order to successfully cut through digital ad clutter and better reach your client’s potential customers, Applicaster recommends:
- Providing targeted recommendations and curated content to customers
- Maximizing omnichannel engagement campaigns
- Offering personalized onboarding
Start analyzing your client’s OTT TV advertising data ASAP in order to get their personalization strategy moving.
Don’t Put All Your Client’s Eggs in One OTT Basket
There is no one video streaming service that dominates the market. Different service providers excel in different OTT monetization models and Applicaster said you should take advantage of as many as possible.
According to a blog by Uscreen, there are four main types of OTT monetization models:
- AVOD (Advertising Video-On-Demand): Video services that let consumers watch content for free by generating revenue by selling ad space to other companies
- TVOD (Transactional Video-On-Demand): Video services that allow customers to access specific premium content after they make a one-time purchase (also referred to as pay-per-view)
- SVOD (Subscription Video-On-Demand): Video services that sell subscription access for a recurring free, typically monthly or annually
- Hybrid (SVOD + TVOD): Video services that sell subscription access for a recurring fee, but also offer additional purchases within the app for additional premium content
Each OTT monetization model offers different pros and cons for both consumers and advertisers. Some consumers think it’s worth seeing ads in order to stream videos for free. Others would rather not have their viewing interrupted by ads. So, you should mix and match as appropriate for your client so that they can reach as many consumer types as possible with their OTT TV ads.
Bet on Sports Streaming
No matter which type of OTT TV channels your client decides to advertise with, they should partner with at least one that offers sports streaming. Streaming apps offer sports appeal to fans because not only do they stream games for viewers to watch, they also offer exclusive content such as behind-the-scenes coverage, high-profile interviews and game recaps, says Applicaster. It’s a huge draw for TV Sports Watchers who, according to AudienceSCAN on AdMall by SalesFuel, make up 28.1% of U.S. adults.
Are OTT TV Ads Worth It?
Your client may not be on board with changing up or crafting an OTT TV ad strategy without research showing that their target audiences will respond well to these types of ads. Do you have the research needed to support your ad strategy pitch? If not, we’ve got you.
AudienceSCAN on AdMall by SalesFuel offers OTT advertising information for hundreds of different audience types. Simply look up your client’s target audience’s profile to discover:
- What percentage of them have taken action after seeing ads on streaming services within the past year
- How many hours a day, on average, they spend streaming videos
- How likely they are to watch streaming services with commercials rather than without
- Which subscription or streaming services they currently use for TV programming
- And so much more
With this information at your disposal, you can develop an OTT TV ad strategy that is set for success.
Photo by Mollie Sivaram