OTT Audience Targeting

OTT ads, or over-the-top ads, allow advertisers to target highly specific audiences using the data that’s collected by the platforms. In this article, we’ll cover how OTT targeting works, share a few OTT advertising examples and discuss how over the top ads can improve your return on investment. 

How OTT Targeting Works 

As OTT viewership increases and cable continues to decline, advertisers are moving away from traditional commercials to OTT targeting. OTT targeting works by using data to split viewers into more narrow segments and then serving those segments with personalized ads. 

When users stream content on OTT platforms like Netflix, Hulu, or Amazon Prime Video, data about their viewing habits and demographics is collected. Advertisers can then use this data to set up different targeting criteria. For example, they might target viewers of specific ages, genders, interests, geographic locations, or even the device they’re streaming on. 

With programmatic advertising technology, ads can be purchased and placed in front of viewers instantly. Because the ads are tailored to individual preferences, OTT targeting often results in high engagement from viewers, ultimately improving the success of an advertiser’s campaigns. 

How OTT Targeting Improves Viewership Through Audience Targeting 

One of the main benefits of OTT targeting is its ability to deliver personalized ads to viewers based on their online behavior. The personalization of OTT targeting doesn’t just improve the viewer experience, but it also drives better engagement and leads to more overall views.

When advertisers target audiences based on things like their location, interests, and gender, they can tailor their ads to match the specific preferences of each user. This personalized approach makes it more likely that viewers continue watching because the ads will be for things that actually appealing to them. Additionally, targeted ads are less intrusive and more appealing, which lowers the likelihood that viewers will skip them. 

OTT Advertising Examples 

There are many different types of over-the-top ads that can be used to target audiences. Using OTT programmatic advertising, different ads can be shown to different viewers based on their profiles, even if they’re watching the same show. For instance, while watching the same YouTube video, one viewer might see an ad for a luxury car while another sees an ad for a beauty product.

Here are some different types of OTT advertising examples. 

Pre-Roll Ads

One OTT ad example is pre-roll ads. These are short video advertisements that play before the main content begins. For example, a 15-second ad for a new car model might play before a user watches a show.

Mid-Roll Ads

Another common OTT ad example is mid-roll ads. Similar to traditional TV commercials, these ads appear during the content. For instance, a 30-second ad for a travel agency might interrupt a movie on a streaming service.

Post-Roll Ads

A popular OTT advertising example is post-roll ads. These ads play after the main content has finished. For example, an ad for a new smartphone might appear after a user finishes watching a documentary online.

Interactive Ads

One common OTT ad example is interactive ads. These ads allow viewers to engage directly with the advertisement. For instance, an ad for a clothing brand might pop up on the screen, encouraging viewers to click and explore different clothing options or sign up for a discount directly from their device.

Overlay Ads

These are small banners, usually made of text and photos, that appear at the bottom or top of the screen while the content is playing. For example, an overlay ad for a food delivery service might appear during a cooking show on a streaming platform.

Sponsored Recommendations

Platforms like YouTube or Hulu might include sponsored content in their recommendations. For example, a fitness brand might sponsor workout videos that appear in a user’s suggested content list.

Benefits of Using Over the Top Ads 

There are many benefits of using over-the-top ads for advertisers, especially if your goal is to reach an engaged audience. Here, we cover some of the main ways OTT ads are better than ads on other platforms. 

OTT Targeting 

OTT platforms allow advertisers to reach very specific audiences based on demographics, interests, viewing habits, and more. This type of targeting makes it possible to cater ads to relevant audiences, which can ultimately improve their success rates. 

Better Flexibility 

Advertisers can change budgets, ads, and audiences in real time. This allows you to continually tweak and improve your campaigns, reducing money wasted on underperforming ads. 

Cost Effective 

When using programmatic buying, advertisers can be more cost-effective by showing their ads only to the most relevant audiences. This improves overall return on investment.

Serve Ads Across Devices 

Users can watch OTT content on multiple devices, moving easily between their tablets, TVs, computers, and smartphones. Ads can be shown across all these devices, no matter where they’re watching.

In-Depth Ad Metrics 

OTT platforms give advertisers detailed performance metrics. When you can see the in-depth performance results of your campaigns, it allows you to make adjustments on the spot and quickly improve.

Show Ads Next to High-Quality Content 

One of the reasons platforms like Netflix, Hulu, and Amazon Prime Video have such high viewership is because they give their audiences high-quality movies and shows. Advertising alongside this type of content can improve the perception of your brand.

Access a Broader Audience

OTT viewership is on the rise as more people are giving up traditional cable in favor of streaming services. Over the top ads give advertisers a way to reach the people who no longer watch conventional TV.

Different Ad Formats

As discussed above, OTT platforms support many different ad formats including pre-roll, mid-roll, post-roll, and interactive ads. This allows advertisers to choose the best format for their specific campaign.

Less Ad Skipping

Ad skipping is a problem many advertisers face, especially with video ads. OTT viewers are more likely to click out of ads if they’re uninterested in the content or if the ad doesn’t apply to them. By targeting more specific audiences, advertisers can reduce ad skipping. Additionally, many OTT platforms have mechanisms that limit or prevent ad skipping, making sure that viewers see the entire ad. 

Learn More About OTT Ad Examples with CVT Blueprint 

Over-the-top advertising allows advertisers to use in-depth targeting to improve engagement and ROI. At CVT Blueprint, we believe OTT ads are one of the best ways to reach a modern audience. To discuss specific OTT advertising examples, contact us today.