Partnering for Success in OTT Advertising

Amy Yaley
COO
Ward Media

As a business owner in North Central Washington and a regular reader of my column, you understand the importance of reaching your target audience through effective marketing channels. Last month, we discussed digital marketing strategies to raise brand visibility and engagement. In this article, we will discuss OTT (Over-the-Top) advertising, also known as Programmatic Streaming TV ads.  

OTT delivers high-quality video ads that play before, during, or after premium, TV-quality on-demand shows or live content.  Think of TV ads but for digital, streamed TV.  Video is a powerful tactic that brings awareness and credibility to a brand and connects with consumers who are increasingly cutting the cord and embracing streaming services.  

OTT allows you to leverage user behavior and preferences to deliver personalized video content and advertisements directly to viewers (aka your customers)  through the internet, bypassing traditional distribution methods. Streaming TV ads can serve to the viewer across all devices: Smart TVs, plug-in pucks, sticks, gaming consoles, laptops, tablets, and mobile devices.

Navigating the complexities of OTT advertising can be daunting, especially for businesses with limited resources.  OTT content is generally between 15-30 seconds in length and can be effectively accomplished by using still images and /or video content. This is where partnering with the right media agency can make all the difference.

OTT advertising is one of the strongest top-of-the-funnel tactics out there based on the sheer volume of views you can achieve. Streaming TV ads allow the advertiser to target audiences in a variety of ways, from location to demographics, behavior, and targeting users who have previously visited your website. This targeted approach is cost-effective because your message is delivered to the viewers who are most interested in your brand. 

Your media partner should work with you to determine an effective budget that aligns with your goals and resources, ensuring that your campaigns are both impactful and cost-effective. They should provide insights into the most effective ad formats, creative best practices, and messaging that resonates with your target audience.

Executing a successful campaign requires expertise and experience. A good media partner can guide you through the entire process, from strategy development to campaign optimization, ensuring your marketing dollars are well-spent and your business goals are achieved. They will handle tasks such as platform selection, ad placement, and campaign optimization based on criteria you’ve decided in your strategy development. 

While OTT advertising can be a powerful tactic on its own, it's often more effective when combined with other digital marketing channels, such as social media, search engine marketing, and email campaigns. A skilled media partner can help you develop an integrated marketing strategy that leverages the strengths of each channel, creating a cohesive and well-rounded approach.

In the constantly changing digital landscape, partnering with the right media agency can be the key to unlocking the full potential of OTT advertising for your small business. By leveraging their expertise, strategic guidance, and industry connections, you can effectively reach your target audience, drive meaningful results, and stay ahead of the competition.

Amy Yaley is the COO of Ward Media and the co-owner of Apple Capital Marketing & Northwest Swag Works. She can be reached at amy@ward.media.