OTT advertising refers to television advertisement and the radio that use internet as a medium for its distribution. These mediums have made it easier for businesses to promote their products without spending big bucks. The most obvious platform for OTT is the internet and for smart tv it is specifically Internet TV.
Internet TV is a media mix of interactive content, such as games, movies, music videos and television shows. It can be called over the top TV. The content is generally delivered through software and is data-driven targeting different groups of customers. This means advertisers can get data on where their ads are performing and customize their campaigns according to that data.
OTT advertising has the potential to provide substantial benefits to companies who adopt it. For one, they do not need to pay for airtime because the user generates the ad on his own using a special web browser, then requests TV channels to be played. The content is then relayed in real time via streaming services. Therefore, the user does not need to pay for anything extra, which makes this form of advertising more cost effective. In addition, because it is data-driven, advertisers can precisely target their audience and, therefore, reach more people.
To take full advantage of the opportunities presented by OTT technology, marketers must choose the right media mix. Advertisers should carefully select the type of content to distribute over the web as they do with traditional TV advertising. TV programs, movies, music videos and online games are all types of content that can be distributed over the internet and the audience is diverse.
The success of any OTT advertising campaign relies upon choosing the right platform to reach the target audience. It is important to consider the demographics of the target audience when formulating an OTT campaign and selecting the media to distribute. It is also important to consider the popularity of the various platforms, such as Facebook or Twitter, among the target audience. When this data is collected and analyzed, marketers will be able to determine which platform they should use in order to maximize their advertising budget.
One way to evaluate the success of an OTT advertising campaign is to look at its results in comparison to traditional television advertising. Using data provided by the platform itself, or by tracking software developed by the company offering the CTV advertising service, an advertiser can see which keywords or phrases are generating the most traffic and which ones are less effective. In addition, the advertiser can also analyze the performance of different kinds of content to see how it is performing relative to its competitors. In essence, this allows a company to fine-tune its marketing approach to ensure that it is meeting its objectives, such as reaching the right audience and increasing product sales. It also allows a company to see how its competitors are approaching the opportunity presented by OTT.
For further details, go here: https://en.wikipedia.org/wiki/Over-the-top_media_service
