what is OTT & why does it matter?

Alison Hrevnack
December 1, 2022

Did you know that in 2019, over half the U.S. population used some kind of OTT service? It’s probably not surprising, since the internet is such a primary source of entertainment nowadays. Since so many people take advantage of OTT, it only makes sense that marketers do the same to reach their target audience. Every business needs to take advantage of modern marketing techniques, so keep reading to learn more about attracting customers through OTT advertising.

What is OTT?

First thing’s first: OTT stands for Over-The-Top, referring to television that goes “over” a cable box to provide viewers with content. This means it bypasses TV providers and is unaffected by broadcasting schedules or geographic limitations. Some examples of OTT include Netflix, Hulu, SlingTV, and AppleTV just to name a few. It’s television content delivered through high-speed internet instead of cable or satellite. But what makes it such an effective advertising outlet? Let’s dive a little deeper into the benefits of OTT videos.

Why Advertise Through OTT?

The entertainment landscape is constantly evolving, with more and more people watching content on different platforms besides cable television. With no signs of slowing down, marketers need to adjust their strategies to incorporate the advertising channels that reach consumers most effectively. Here are a few facts that prove the power of OTT videos for today’s marketing trends:

  • More Targeted Advertising, Less Unnecessary Spending: OTT services can target more niche audiences than regular television ads. Since ads can be more targeted through OTT, money goes further by reaching more precise audiences than it would through TV.
  • 61% of Americans own a Smart TV: In addition to the fact that so much of the population owns a Smart TV, there are plenty of other devices that are being utilized every day. The average OTT customer owns up to three OTT devices, including laptops, tablets, Smart TVs, and others. This makes ads very easy to come across for potential customers.
  • The Number of Cord Cutters Is Increasing: Cord cutters are those that eliminate their subscription to cable or satellite TV. Since the number of cord cutters is estimated to grow to 46.6 million by 2024, it presents a can’t-miss opportunity for advertisers to incorporate OTT into their marketing plans.
  • Data Usage is Over 65% for Viewers Between the Ages of 18-34: OTT helps reach a variety of audiences, including multiple demographics that live in the same home (by targeting different genders, ages, and so on). But if the target audience is in the 18-34 age bracket, then OTT is a particularly great way to reach them.

Based on facts like these, OTT advertising is a must for marketers - no questions asked. Tons of the U.S. population has access to streaming services, so why not take advantage of that? It’s a cost-effective way to reach niche audiences that LOVE to binge watch their favorite shows for hours.

So, How Can The Giovatto Agency Help?

Our award-winning videos are effective across all platforms - OTT, TV, social, you name it. We learn your brand, learn your audience, and help you reach the demographics you’re looking for. Want to make the most of your ad dollars with OTT advertising? Then contact us today for a free consultation!