The popularity of mobile devices has helped drive the rise of OTT apps like Netflix, Hulu, Disney+, HBO Now, and others. When advertisers pair CTV advertising with mobile-first OTT apps, they can reach consumers in the moment and drive results for their business.
It’s possible that you’ve heard of over-the-top (OTT) advertising. It’s the latest in online video advertising and is quickly transforming the way brands promote themselves. But what is OTT advertising, and how can you get in on it?
What is mobile OTT Content?
Over-the-top content is any streaming media provided over the internet without the involvement of a multiple-system operator in the control or distribution. OTT platform services allow users to stream their favorite content on a variety of connected devices, such as smart TVs, smartphones, and tablets.
The ability to access all types of content anywhere, anytime, has changed the way we consume media forever.
Mobile OTT advertising allows advertisers to reach users through a set of apps that can be installed on smartphones and tablets. These apps gain access to an audience watching long-form videos on their mobile devices, such as tablets and smartphones.
The following four apps have emerged as some of the most popular channels for reaching today’s connected consumers:
Hulu
A leading premium streaming service that offers live and on-demand programming in a variety of genres, including TV series, films, documentaries, and more. Hulu has more than 30 million subscribers who watch over 1 billion hours per month — making it one of the most popular OTT apps for both viewing and advertising.
Netflix
Netflix is the most popular on-demand video streaming service that allows users to watch TV shows and movies from any internet-connected device.
The company has a catalog of thousands of movies, including some original content that is only available on Netflix. There are several different plans available, including Basic (1 screen), Standard (2 screens), and Premium (4 screens). You can cancel your subscription at any time.
HBO GO
This is another app that lets users catch up on popular TV shows from a major network. Of course, users will need a cable or satellite subscription to use it. It’s free for Android and iOS users but requires a $15 per month subscription for Kindle Fire devices (on top of an existing HBO cable subscription).
While these video streaming services have been around for a while now, the pandemic — and resulting stay-at-home orders — has provided an opportunity for them to reach even more audiences.
YouTube
YouTube is the most popular online video platform in the world. With more than 1 billion unique visitors who view more than 5 billion videos every day, it’s not hard to see why it has become so popular with users around the globe.
The service offers a variety of free apps for Android, iOS, and Windows Phone platforms that allow users to watch videos on-demand or live stream their favorite content from YouTube channels such as Howcast and PBS Kids. The YouTube app also lets users create playlists, comment on videos and even upload their own creations.
Cable companies have long dominated the TV market, but with the rise of streaming services that are both cheaper and more convenient, many consumers are ditching cable and opting for over-the-top (OTT) alternatives.
What does this mean for advertisers? The rise of streaming means a rise in ad opportunities. The best part is that since streaming services can be accessed from a variety of devices, including smartphones, tablets, and laptops, OTT advertising offers plenty of ways to reach audiences effectively.
Mobile OTT Ads Are Affordable
One of the major advantages of OTT ads is their affordability. Mobile OTT apps generally charge between $10 and $30 per thousand impressions — much lower than traditional cable TV ads. Even better, many mobile OTT apps charge by engagement or conversion rather than impressions alone, which makes it easier to calculate ROI.
They’re Targetable
Mobile OTT apps offer precise targeting capabilities, allowing you to reach your desired audience with greater accuracy than traditional TV advertising channels. Some platforms allow you to target users based on factors like age and gender, while others allow you to target users based on their interests or content consumption habits.
Many Connected TV platforms leverage real-time audience data and third-party targeting to improve campaign performance. You can add on retargeting technology, which identifies Connected TV ad exposure based on a user’s online behavior and uses that information to deliver targeted online display ads.
OTT is changing the way advertisers reach their audiences for the better. More targeted and less intrusive ads lead to a much better experience for both the advertiser and consumer.
