OTT advertising is becoming increasingly important in today's media landscape and is becoming more and more of a game changer for decision-makers. The ability to stream content directly to the target group via the internet opens up a wide range of opportunities that are often not realisable via traditional channels. OTT advertising helps companies to address precise target groups, better measure the impact of their campaigns and react flexibly to market changes.
Why OTT advertising is gaining relevance for decision-makers
Advertisers who deal with the requirements of modern customers know how important it is to deliver targeted and effective advertising. OTT advertising makes exactly that possible. Unlike traditional television campaigns, where adverts are played out over a large area but with little segmentation, OTT allows precise targeting according to interests, location and demographic characteristics. This allows marketers to reach their niche target groups with individualised messages.
Another advantage lies in the comprehensive data collection. OTT platforms allow detailed analyses of user behaviour at a personal level. This improves the planning and optimisation of campaigns and gives decision-makers sound insights into the success of their measures.
For example, a sporting goods manufacturer can use OTT advertising to reach sports enthusiasts in specific regions and thus effectively accompany seasonal campaigns. An automotive brand uses streaming advertising to address potential buyers with customised offers directly during relevant video formats. And a fashion company benefits from being able to identify trends more quickly and respond to them creatively.
Practical examples that illustrate the benefits
In the entertainment sector, a leading streaming service successfully used OTT advertising to increase awareness of its new series by presenting them to the right age and interest groups.
In the health sector, fitness course providers report that OTT has enabled them to place targeted adverts for local offers, which has significantly increased registrations.
In the tourism sector, for example, an agency uses OTT advertising to make travellers more accessible at the right moment during their media consumption and to successfully place offers for last-minute trips.
How OTT advertising supports the marketing strategy
Decision-makers benefit from the combination of innovative technology and customer-centred marketing that OTT advertising offers. By utilising a wide range of devices - from smart TVs and tablets to smartphones - advertising reaches consumers flexibly and wherever they happen to be.
Campaigns can also be designed interactively. Users click directly on offers or are integrated into the marketing funnel, which greatly shortens the path to conversions. This form of address effectively supports lead generation and customer retention.
A wide range of measurement options make it possible to visualise the return on investment and adjust budgets in a targeted manner. This allows an electronics retailer to manage its advertising specifically for different product categories and flexibly optimise its sales figures.
For example, a fashion retailer can use data-based optimisation to identify which advertising media work in which region and use this knowledge directly for new collections. A food brand uses retargeting to address customers again with personalised recipe content after initial contact and thus strengthen customer loyalty.
BEST PRACTICE with one customer (name hidden due to NDA contract)
BEST PRACTICE with one customer (name hidden due to NDA contract) This company used OTT advertising to run eye-catching campaigns in real time during a product launch phase. In combination with detailed user data, it was possible to customise the ads and thus significantly increase the conversion rate. The flexibility of OTT enabled rapid adaptation to market developments and provided valuable insights for future marketing decisions.
How iROI coaching supports OTT projects
Versatile OTT advertising projects require expert support. This is where iROI-Coaching positions itself as a competent partner that supports decision-makers in the planning, implementation and optimisation of their digital strategy. The consultancy provides impetus, optimises processes and helps to overcome technical and strategic challenges.
Potential stumbling blocks are recognised at an early stage and sustainable solutions are developed to efficiently integrate OTT advertising into existing marketing mixes. Companies that are just venturing into OTT or realising complex campaign scenarios in particular often make use of this support.
Customer examples from consulting practice
A media company used iROI coaching to professionalise its OTT campaigns technically and to better analyse target group data.
One agency benefited from strategic recommendations that helped to refine the user approach within various streaming platforms.
The collaboration enabled an e-commerce company to make its retargeting campaigns more effective through OTT advertising and to handle prices more flexibly.
My analysis
OTT advertising is an innovative way for decision-makers to reach target groups in a focussed and measurable way. The combination of precise targeting, data-driven analyses and interactivity offers real added value compared to traditional advertising measures. Projects benefit from flexible use across various devices and the ability to address users individually. iROI coaching provides efficient guidance through the complexity of OTT projects and supports decision-makers with practical impulses and strategic expertise.
Further links from the text above:
What is OTT (Over the Top)? | AppsFlyer Mobile Glossary
One step ahead of addressability: three types of advertising campaigns
CTV vs OTT advertising: what's right for publishers
What is OTT advertising? Beginner's guide for over-the-top
OTT strategy: a successful approach
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