OTT ads stand for “Over-The-Top” advertising. It is delivered to viewers of internet-connected devices that stream TV content on smart TVs, streaming boxes, and mobile devices. OTT advertising offers many advantages over traditional TV advertising. Targeting options include the ability to reach specific audiences based on demographics, interests, behavior, and type of device they use to stream TV content. OTT advertising is now evolving to include the ability to track your audience on your website using tracking pixels that collect data on your website visitors. This info optimizes your advertising campaigns. These tracking pixels have become commonplace to use if you are advertising on platforms from the likes of Meta (Facebook) and Google.
The advantage of OTT ads for your business includes targeting, engagement, reach and measurement. Targeting a specific audience based on demographics, interests, and behavior will increase engagement and brand recall. Reach larger audiences because streaming content is consumed on many different devices, including TVs, computers, mobile devices, and tablets connecting you to users anywhere, anytime. OTT ads also offer robust measurement and analytic tools compared to traditional TV advertising to helping the performance of your ad campaigns.
Combining a tracking pixel on your company’s website with the power of OTT ads will supercharge your audience segmentation and retargeting capabilities of your advertising strategies. The data you can collect from OTT ads and website pixels allow advertisers to segment audiences to tailor advertising to specific groups which in turn increase the delivery of more relevant, personalized, and effective messages to their targeted audience. Additional savings can be had by using tracking pixels to retarget users who have visited your website. By showing relevant ads to users who have already expressed an interest in your brand, product, or service advertisers can improve their click-through rates, conversion rates, and overall campaign performance which results in lower costs.
Nielsen Media Group and The Hershey Company have found OTT Ads and website tracking pixels to be a benefit in their marketing strategies. Nielsen found that OTT advertising was effective in increasing brand recall for a healthcare brand by 20%. The Hershey Company was able to achieve a 50% increase in online sales when using website pixels to retarget users who have already expressed an interest in their brand.
At Five Towers Media we encourage our clients to include OTT Advertising and Website Tracking Pixels in their marketing strategy to make significant improvements in their own advertising campaigns. Book a call today with a marketing strategist.
