Definition: Over-the-top (OTT) advertising is a form of digital advertising delivered directly to viewers through internet-connected devices—bypassing traditional cable or satellite TV. Instead of airing commercials through broadcast channels, OTT advertising appears on streaming platforms, smart TVs, mobile apps, or gaming consoles. Brands use OTT advertising to target audiences with precision, delivering tailored video ads to specific demographics and viewing behaviours.
Example in a Sentence: The brand shifted part of its marketing budget to over-the-top (OTT) advertising to reach cord-cutters watching their favourite shows on streaming platforms.
Why is Over-the-Top (OTT) Advertising Important?
Reaches Cord-Cutters and Streamers
As more viewers cancel cable subscriptions, OTT advertising ensures your brand still reaches them where they spend most of their viewing time—online streaming platforms.
Highly Targeted Campaigns
Unlike traditional TV ads, OTT advertising uses audience data to target by location, age, interests, or behaviours—making every impression more relevant.
Measurable and Trackable
You can track impressions, completion rates, and conversions in real-time, allowing you to adjust campaigns for better ROI.
Connect with Audiences Beyond Traditional TV
Over-the-top (OTT) advertising bridges the gap between TV and digital marketing, giving brands the ability to run precise, engaging campaigns where modern audiences actually watch content. It’s cost-effective, measurable, and designed for the streaming-first world.
More Definitions:
- Ad Serving: Delivering digital ads to the right audience at the right time.
- Advertising Budget Allocation: Distributing funds across campaigns to maximise ROI.
- Ambient Advertising: Placing ads in unexpected or unconventional locations to capture attention.
- Affiliate Marketing: Promoting products through partners who earn a commission on sales.
- Ad Placement: Choosing where ads appear to reach the target audience effectively.
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