The Ultimate Beginner's Guide to OTT Advertising: Building Brand Awareness - New Road Advertising | Automotive Digital Marketing and Advertising Agency

As more viewers turn to streaming platforms, OTT advertising has emerged as a powerful tool for building brand awareness. At New Road Advertising, a leader in OTT innovation, we harness over-the-top (OTT) platforms to boost your brand’s visibility and engagement. This guide will introduce you to OTT advertising, its benefits, and how to effectively leverage it for your business.

What is OTT Advertising?

OTT (Over-the-Top) Advertising involves delivering video content directly to viewers via internet-connected devices, bypassing traditional cable and satellite TV. This includes popular platforms like Hulu, Roku, Amazon Prime Video, and more. Unlike traditional TV, OTT advertising allows for precise targeting, ensuring your ads reach the exact audience you want to engage.

The Benefits of OTT Advertising

Precision Targeting

One of the most significant advantages of OTT advertising is its ability to deliver ads with pinpoint accuracy. By using advanced data sources and targeting technologies, OTT advertising ensures that your message reaches the right audience at the right time.

High Video Completion Rates: OTT advertising boasts completion rates over 90%, which means viewers are highly engaged and more likely to watch your entire ad. This is a substantial improvement over traditional TV, where ad completion rates can be much lower.
Reduced Wasted Spend: Traditional TV advertising often employs a broad approach, leading to wasted budget on viewers who are not part of your target audience. OTT advertising eliminates this inefficiency by focusing your ad spend on highly relevant viewers.

Enhanced Engagement

OTT platforms offer various ad formats designed to capture and retain viewers’ attention more effectively than traditional media.

Interactive Ads: Engage viewers with interactive elements, such as clickable links or polls, which encourage deeper interaction with your brand.
Sponsored Content: Integrate your ads seamlessly into popular shows or movies, creating a non-intrusive brand experience that resonates with viewers.

Valuable Insights

OTT advertising provides detailed analytics on viewer behavior, enabling you to fine-tune your strategies and maximize performance.

Behavioral Data: Analyze viewer preferences and engagement to make data-driven adjustments to your campaigns.
Performance Metrics: Track key performance indicators like view-through rates, click-through rates, and conversions to gauge the success of your ads.

How to Get Started with OTT Advertising

Define Your Goals: Determine what you aim to achieve with your OTT advertising campaign, such as increasing brand awareness, driving traffic to your website, or generating leads.
Partner with an Expert Agency: Instead of choosing individual platforms, partner with an agency that specializes in OTT advertising. Agencies that use the Open Xchange can place your ads in front of your target audience, regardless of which streaming app they are using. They leverage third-party data sources, such as Datonics, LiveRamp, Polk Data, and others, to ensure precise targeting.
Develop Your Ad Content: Create compelling and relevant ad content that resonates with your target audience. Utilize engaging formats to capture attention and encourage interaction.
Leverage Advanced Targeting Options: Utilize the data and targeting capabilities provided by your agency. Advanced targeting options include behavioral, demographic, and geographic targeting, all aimed at reaching the most relevant audience for your brand.
Monitor and Optimize: Continuously track the performance of your OTT ads using analytics. Make data-driven adjustments to optimize your campaigns and achieve better results.

Why New Road Advertising is Your Go-To Partner for OTT Advertising

At New Road Advertising, we are at the forefront of OTT innovation, offering expert guidance and advanced strategies to help you succeed. Our experience ensures that your brand’s message is delivered effectively and efficiently.

Our Expertise Includes:

Strategic Ad Planning: Crafting targeted ad campaigns that align with your brand’s objectives and audience.
Innovative Ad Formats: Utilizing the latest ad formats to enhance viewer engagement and brand visibility.
Data-Driven Insights: Leveraging detailed analytics and third-party data sources to optimize campaign performance.

Ready to Transform Your Brand’s Visibility?

Book a FREE OTT Strategy Session with our experts at New Road Advertising. Discover how our innovative approach to OTT advertising can elevate your brand’s presence and drive meaningful results. Let us guide you through the evolving world of OTT and unlock new opportunities for growth.

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Ryan Smith

Vice President, Digital Marketing

I’m an avid sports fan with ties to the University of Florida and the University of South Florida, both for undergrad, and Boston University (M.S. International Marketing Management) as well as Tampa Bay teams (Go Bucs, Lightning, and Rays). When not working or attending sporting events, you can find me at the beach with my family on the Gulf Coast beaches of Florida. I’m a wine and food enthusiast who’s always on the lookout for the next great one to try out.

A little bit about my background:

After a brief stint in sales for various professional sports teams, I found my passion in the ever-changing world of digital marketing. Today, with nearly 20 years of digital marketing experience, including email marketing, social media management, SEO/SEM, lead generation, and digital strategy. I specialize in working with small-to-medium-sized businesses (SMBs). My passion has taken me all over the world as I conduct digital marketing training sessions, both live and virtual, for professionals worldwide. As an adjunct instructor at Kansas State University and the University of Miami, I taught about Digital Marketing Analytics and Social Media Management.

I feel very fortunate to be able to work closely with so many SMBs as they build their brand and fulfill their business goals and dreams.

Suppose you’re a business leader trying to turn inconsistent marketing into repeatable outcomes. In that case, your next step is simple: document the single metric you most depend on today and the one you should depend on next — I build strategies around that decision.

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Ric Boccio

President

My wife and I have been together for 20 years, married for almost 10, and have 4 beautiful children. When I am not working I enjoy spending quality time with my family and watching my teams constantly disappoint me (Mets, Jets, and Islanders…yes I know).

My career in sales started at the age of 12 when I was selling candy and gum out of my bookbag at school (don’t tell anyone) and I was instantly hooked. I went on to sell cable, sales leads, and own a mortgage company before finding my niche in advertising. With over a decade of marketing experience, I love working with clients, overcoming obstacles, and providing significant value for their advertising spends. Our core company philosophy is to maximize reach and frequency while drastically reducing your overall advertising spend. Being on cutting edge mediums and offering new technology allow us to achieve these results via intender based platforms.

Our company began in the height of the pandemic, started with the thought of being different than the other agencies in the market today. We have a hands on approach, offer complete and total transparency, and have a vested interest in our clients success. At New Road Advertising we know that if our clients succeed we will succeed. We currently work with a variety of different types of businesses in different markets all over the country. Our custom approach, and researched based individual market plans are unique to your location and business. We will never give you that cookie cutter philosophy. If you are looking for a new plan of attack or just want a fresh set of eyes on your current marketing plan, give us a call. We will be happy to give you a free, customized proposal.