Television viewing habits have changed dramatically over the years — from three broadcast networks to the rise of cable and hundreds of channels to choose from. This has evolved into time-shifted watching with dvrs, and now, on-demand viewing through subscription services and downloadable apps.
While this has been a tremendous step forward, it’s created a challenge for buyers. What this means for advertisers is another seismic shift on how we plan, buy and place our television spend. However, like much of the most effective advertising today, it’s now safely in the control of the viewer and out of the hands of the advertiser. They choose when and what to watch, and what they’re willing to pay for.
According to emarketer over 51% of the
Population subscribed to an ott (over-the-top) video service in 2018. This is expected to top 58% by 2022. And traditional pay-tv households declined from 99.6 million in 2015 to 86.5 million in 2019.
I believe this is a positive shift for call lists all involved — one that includes ott and alternative tv. For almost two years now, our agency has been working with clients to integrate ott with traditional marketing efforts to effectively reach their viewers. To start incorporating this into your plans for 2020, here are a few things brands should know:
The quality and overall viewing experience are very similar to that of a broadcast network.
with ott there is a greater benefit for your brand
With the option for targeting by demographics and interests, behaviors and geographic location that is not available with a IE Lists traditional television buy. With a traditional television buy, your options for targeting only include age demographics, program name or daypart. With ott, you’re able to dive deeper into targeting to really maximize your ad budget.
For example, when buying programming through ctv, you’re able to add third-party. Data segments such as income, life stage and in-market segments. This layering allows buyers to deliver ads to the exact audience. That will produce results for the business. For instance, a high-end countertop. Manufacturer wants to market to women who are likely to remodel .Their kitchen in the next six months in oshkosh, wi.
