What is OTT (over the top)? Over the top (OTT) is a term used to refer to telecom, multichannel TV and broadcast TV platforms where content providers distribute streaming media directly to viewers as standalone products over the Internet, bypassing the middleman that traditionally acts between content producers and the media. In other words, instead of receiving TV programs as broadcast signals from a rooftop antenna or satellite dish to your home, OTT allows you to stream them over the Internet via a broadband connection.
As streaming services overtake cable advertising, more and more businesses are turning to OTT marketing to leverage their paid media dollars in ways that provide more value. Here’s how it can benefit your business.
Attractive content at an affordable price
Compared to traditional media, OTT platform content is considered more creative, original, novel and accessible. Not only that, but consumers don’t have to pay to receive a subscription. Even if your viewers watch a fraction of the content on offer, it’s still good value for money.
The uniqueness of OTT media
In order to keep up with the growing consumer base on OTT platforms, production companies and movie studios have been generating content specifically for these platforms. As with any other top video streaming platform (such as Disney+ and HBO Go), you can also stream content and earn content that was previously only available on TV.
Greater Audience Reach
In 2017, there were 153 million OTT subscribers in the U.S. alone. By 2022, that number is expected to exceed 197 million. the ubiquity of OTT increases your chances of reaching the majority of your target audience through OTT marketing.
Social media marketing requires high quality and high resolution video – and OTT is no exception. Your ads will be shown on OTT service platforms alongside professionally produced content. Naturally, as an advertiser, you will be forced to produce high-quality ad content. This concept may deter some advertisers because it involves a lot of money to cover production costs. However, it is important to note that the OTP’s ability to reach audiences translates into revenue that more than covers the cost of production.
View on multiple devices
OTT platform content can be seen on the go, as opposed to non-OTT channels such as cable TV. While OTT video or audio can be viewed on your TV, you can also watch it on PCs, laptops and mobile devices if your wearable device has Internet access. In fact, some gaming consoles also support OTT.
Transparent and accurate data
OTT is a way for content creators and streaming platform owners to get more accurate data on who is watching what material, their age group, hobbies and more. This allows them to tailor their viewing material to different target audiences. Earlier, it was not possible to access such additional features.
In addition to these few factors, the growth drivers for global OTT solutions in the market include increased demand for local or international offerings in different hotspots. In fact, most of them report increased revenues due to subscriptions, advertising and OTT app-based services.
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Xmediatv provides innovative advertising real estate solutions to hundreds of OTT media publishers worldwide. We work with several clients, to learn more about how our solutions can help your brand, send us a message via our online contact.