What is Over-The-Top (OTT)?
New Road Advertising | Automotive Digital Marketing and Advertising Agency > OTT Advertising
While OTT devices traditionally include streaming devices like Smart TVs, Apple TVs, Amazon Fire Sticks, Xbox, and Roku – just to name a few – OTT services are also popular on laptops, smartphones, tablets, and desktop computers.
The OTT advertising market has expanded considerably in recent years and will continue to dominate mainstream media in the years ahead. It has transformed into one of the most accessible and widely consumed forms of media, making it a powerful platform for companies to reach their current and new demographics easily. Below, we’ve broken down the major devices, aspects, and advantages of OTT for you.
OTT Devices
Connected TVs (CTV), otherwise known as a Smart TV, stands as one of the most ubiquitous and flexible OTT devices. CTVs rely on internet connectivity instead of cable and stream content from countless media platforms like Sling, Netflix, Hulu, Peacock, Disney+, and Amazon Prime Video. Smart TVs are considered OTT devices because they are used solely for OTT streaming.
However, laptops, desktops, tablets, and smartphones have become a staple in OTT streaming despite not being strictly OTT devices. Consumers can stream content from anywhere on any of their technology. While Smart TVs are a cornerstone of OTT, the widespread use of non-streaming specific devices has unlocked impactful advertising opportunities with new and expanded demographics.
What is OTT Advertising?
OTT advertising leverages the power of streaming services to deliver highly targeted campaigns. Its biggest strength lies in the ability to personalize ads while gathering valuable insights into consumer behavior. By identifying niche audiences, companies can focus their efforts on reaching the right people, avoiding the inefficiency of broadcasting to a broad, general demographic. OTT provides a direct line to a company’s ideal customer, delivering tailored messages that resonate on a personal level.
One of the key benefits of OTT advertising is its measurable impact. Businesses can track viewers who engage with their OTT ads, visit their website, and monitor click-through rates, providing valuable insights into ad performance. This data-driven approach allows for the creation, refinement, and optimization of ads to ensure maximum effectiveness.
TV Advertising: OTT Vs. Cable
In the face of powerful, personalized streaming services, cable has started to fade. More and more consumers are canceling their cable subscriptions and opting for internet-based media. We see it as a favorable shift for both consumers and advertisers. People benefit from personalized viewing experiences while companies can optimize the impact of quantifiable targeted ads to new and niche audiences.
Given the rate of adoption and expanded OTT market, we’re just scratching the surface of OTT advertising.
Commonly Asked Questions
How much does OTT advertising cost?
OTT pricing is based on CPM (cost per 1,000 impressions). Costs vary depending on audience, targeting, and platform—often starting at a few thousand dollars per month.
What’s the ideal length for an OTT ad?
15 or 30 seconds are standard. They’re short enough to keep attention but long enough to tell a story.
Can I advertise on Netflix?
Yes, you can run ads on Netflix. However, ad space is limited and typically available to larger brands with high ad budgets.
Are OTT ads skippable?
Most OTT ads are not skippable, so your message has the chance to be seen in full.
What audience targeting can I use on OTT?
You can target by: Age, gender, household income, ZIP code, city, interests, habits, past purchases, device, streaming behavior, website visits, trends and more.
Are the analytics reported in real time?
Yes, most analytics are reported in real time, so you can check performance and make informed decisions as your campaign runs.
Can I run OTT ads in Spanish or other languages?
Yes. We can run ads in Spanish or other languages to match your audience and market.
Can I run OTT ads outside the U.S.?
Yes. Many OTT platforms support international advertising, though targeting options and availability vary by region.
Do you create the video ad for OTT or do I need to supply it?
We can work with your existing video or create a new, optimized video for OTT. Either way, we’ll make sure it’s optimized for the best results.
What kind of businesses get the best results from OTT ads?
Businesses with a clear target audience and measurable goals—like auto dealerships, furniture stores, healthcare providers, and local services—see strong results.
How is OTT different from advertising on Hulu?
Hulu is one of many platforms where OTT ads run. Hulu campaigns are often more expensive with stricter requirements, while broader OTT campaigns offer greater flexibility, wider reach, and better cost control.
Does OTT advertising actually work?
Yes! OTT advertising delivers highly targeted, measurable results. See our OTT Case Study to explore how our campaigns drive conversion rates as high as 63%!
New Road Advertising: OTT Services
New Road Advertising leverages decades of experience in the marketing and advertising space to create impactful OTT campaigns grounded in the latest market trends and technologies.
