The advertising industry has undergone many changes over the years. In recent times, the move from Web1.0 to Web2.0 required a significant shift to focus on social media and, later on, to streaming and video content. As we move into Web3.0 territory, advertising is changing even more, and one of the most significant drivers of change is the increasingly popular segment of streaming TV and content.
For advertisers, there’s simply no getting away from it—streaming is where the most popular content already is, and linear TV is on its last legs. The constant and omnipresent connectivity that Web3.0 will rely on means that soon streaming content will be the only content—and we’re virtually there already.
So what does this mean for the advertising industry? One word—opportunity! It’s a different way of doing things but there are more opportunities to reach audiences effectively than ever. Streaming advertising is not only different; it’s more targeted, more creative, and, when done correctly, can seamlessly blend in with streaming content.
Let’s find out more about how streaming content revolutionizes the advertising industry!
OTT stands for over-the-top, and it refers to content that is broadcast over the internet instead of via satellite, cable, and older broadcasting methods. OTT content is delivered to all devices connected to the internet, such as mobile phones, smart TVs, computers, laptops, and tablets.
Streaming content such as movies, series, and news are viewed on these devices, often via a streaming device such as Roku, Amazon Fire TV, Chromecast, Apple TV, or Google TV. The content providers are responsible for the programs, including YouTube, NetFlix, Disney+, and many more.
OTT marketing is delivered directly to these streaming devices in various formats, methods, and types. OTT ads are, therefore, the new way to advertise to a digital streaming audience, and it is genuinely revolutionizing the entire advertising industry.
While OTT refers to the method of receiving the content (over the internet), VOD stands for video on demand and describes how consumers access streaming content. Therefore, advertisers need to understand the differences between the VOD formats.
Besides AVOD, the other three VOD models come with their advertising challenges and opportunities. Advertisers need to be creative here as subscription-based services are primarily ad-free. You won’t be able to run your ad before, during, or after a subscriber’s favorite Netflix or Disney+ show, but there are other options.
CTV platforms such as Roku and FireTV include options for advertisers to target consumers during the content selection process. There is also the option of creating sponsored content, a more subtle but expensive way of showcasing your brand or service in a show or creating an exhibition that showcases your brand.
Let’s look at the three OTT options that advertisers have to reach the streaming audience.
OTT Advertising Methods
While there are hundreds of different ways to advertise to streaming audiences in terms of content type, theme, and message, there are three ways to place the ads.
Streaming content is here to stay, and it’s becoming increasingly popular as content providers, devices, and formats increase to accommodate the enormous demand. As a result, advertisers can harness OTT advertising to target consumers better than ever before and reach the most captive audience in the entire market. Streaming truly is reshaping the advertising industry, and the opportunities to be creative and innovative are boundless!