OTT Advertising: It’s Time to Cut the Cord

Posted on January 22nd, 2021 in Digital Marketing

Is it time to cut the cord?

More customers than ever are getting rid of their cable subscriptions and switching to on-demand streaming services. What does this mean for advertising? It means it’s time to take advantage of OTT, or over-the-top, advertising.

Why OTT advertising?

OTT advertising allows businesses to retarget customers through web and mobile traffic to complete the cross-channel marketing loop. Rather than advertise on commercials, businesses can target specific audiences through channels specifically catered to the interests of their customers.

With the help of website retargeting, IP targeting, and device thumbprints, marketers can retarget a consumer that has seen their ad on streaming TV on their computer or mobile phone. This means that advertisement can then be delivered across multiple platforms and hyper-focused.

There are myriad reasons marketers are earmarking more of their budget for over-the-top advertising. One such benefit is the ability to hyper-target their audience. OTT advertising gives marketers the ability to target TV audiences on a much more granular level than traditional TV. With more specific channels, audiences are equally specific.

How does OTT work?

OTT advertising allows you to retarget through web and mobile traffic to complete the cross-channel marketing loop. With the help of website retargeting, IP targeting, and device thumbprints, marketers can retarget a consumer that has seen their ad on streaming TV on their computer or mobile phone.

Unlike traditional TV advertising, OTT allows you to track the success of your marketing efforts. The ability to connect an ad view with a website visit, download, or sale can help marketers see what’s working and get an accurate read on their ROI!

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