The use of OTT advertising platforms continues to grow as internet use continues to develop. Over-the-top video advertising differs from many other forms of digital marketing. Instead of relying on third-party cookies, over-the-top advertising uses different strategies to build an online presence. Over-the-top video has changed the entertainment industry as streaming services take over from the traditional broadcast channels.
What is an OTT Platform?
Over-the-top is a form of streaming of long-form video over internet-based protocols. The streaming sector continues to grow as new platforms and distributors move their content away from traditional broadcasters. OTT advertising delivers ads through streaming services to consumers moving away from broadcast TV and movie platforms.
The Growing Trend for OTT Platforms
Cord-cutting traditional cable and broadcast services began to take effect in the late 2010s. Improvements in internet services allowed streaming platforms to take hold of the market. Switching to streaming services and OTT platforms accelerated during the COVID-19 lockdown when streaming saw a 44 percent increase throughout 2020. Statistics show cord-cutters do not return to terrestrial TV services in the future.
The Benefits of OTT Advertising
There are several benefits to exploring OTT marketing campaigns. OTT ads are less disruptive and seamlessly combine with the show or movie being watched. OTT marketers have a vast data archive to work through to target ads directly to the consumer. Instead of choosing a TV show for a marketing plan, the ads are targeted directly to the viewer for a unique marketing experience.
Understanding the latest OTT advertising platforms and marketing techniques is vital to modern businesses. Take the time to explore the OTT marketing options from Awarity at https://www.awarity.com/.
