As the world of entertainment changes and people continue to move online, brands need to adapt their advertising strategies. Companies can’t rely on traditional TV ads as much as they used to; it’s no longer a given that most Americans will be watching them every night. Instead, advertisers need to find new ways of reaching customers. One such way is to use over-the-top (OTT) and over-the-air (OTA) advertising on streaming services like Netflix or Sling TV. Here’s why:

OTT/OTA Options are Cost-Effective

OTT and OTA advertising are cheaper than network advertising. They’re more cost-effective than network advertising due to the scale of their reach (e.g., they can reach more people at once) and they’re not limited by time slots or frequency caps. The net result is that OTT/OTA advertisements are able to bring in greater revenue per impression than traditional media channels like TV and radio without having to pay as much upfront.

OTT/OTA Shows can be Binge Watched

If you’re a fan of streaming shows, you know that binge-watching is the new norm. The more you watch, the more likely you are to become a fan of that show and recommend it to your friends. Plus, when viewers watch an OTT/OTA show multiple times, they are more likely to remember the ads and make purchases from those brands later on.

Ads can be Targeted in Advanced Ways

With traditional TV ads, you can target your audience by location, demographic and behavior. However, with OTT ads you can also target by device type (e.g., smartphone or tablet), network (e.g., Wi-Fi or cellular) and even content within the app itself—allowing for highly targeted campaigns that build brand awareness with specific users on a granular level.

It’s important to note that although these platforms allow for more advanced targeting options than traditional TV ads do, they’re still not as precise as digital advertising methods such as retargeting or social media ads—but they’re getting close!

Ads Appear in a Focused Environment

OTT/OTA ads are delivered in a non-intrusive way.

Unlike traditional, intrusive advertising, OTT/OTA ads are not in your face or distracting to the viewer. In fact, many viewers appreciate that ads on these platforms are less intrusive than traditional banner ads or pay-per-click (PPC) advertisements. Because OTT/OTA video is consumed exclusively on the television or Internet device of choice, in the comfort of their home and often with friends or family present, this type of advertising can be more effective than other types and provide better results for advertisers.

Advertising on OTT has Obvious Benefits for the Advertiser, but it Also Benefits the Viewer

So, why is OTT an attractive option for advertisers?

• It’s an effective way to reach people.
• It reaches people who don’t watch traditional TV.
• It reaches people who don’t watch TV at all.

   

In fact, according to a recent report from Deloitte and Google, about half of U.S. consumers now have access to OTT services like Amazon Prime Video, Hulu and Netflix. That number is likely to increase even further as more providers launch their own streaming services in preparation for the transition from analog broadcast signals to digital over-the-air transmissions

Advertisers can use Cutting Edge Video Technology

OTT and OTA advertising allow you to use cutting edge video technology to target your audience. Video technology is evolving at a rapid pace, which means advertisers can use it to better reach their desired demographic.

• The most basic form of targeting is based on demographics, including age group and gender. For example, if you know that the average age of your customers is 28 years old but have found that 30-40 year olds respond best to your ads, then you could set up a campaign with more focus on this audience (or even just run ads during certain times of day).
• Another way to target audiences is by interests—for example, if I’m selling cars it would make sense for me not only to know what color car my buyers prefer but also what other types of vehicles they may have bought in the past (e.g., luxury SUVs).

   

Conclusion

So, with all of these benefits in mind, what’s stopping you from taking advantage of OTT/OTA advertising? If you haven’t adopted it yet, maybe now is the time.