Many Americans have cut their cords — canceled their cable or satellite television — preferring streaming services over traditional television. This has made over-the-top (OTT) advertising vital to any marketing strategy, as it allows you to reach the cord-cutters.
When people think about paid advertising, they may think about social media ads, Google pay per click campaigns, sponsored content, and possibly TV or magazine ads. There is another option that some may not consider, over-the-top media.
Advertising is all about getting attention for your business, and if you have a physical location, you want to target a local audience. The advertising landscape has gone through some significant changes in recent years. New avenues have opened up for companies, including over-the-top (OTT) advertising, also known as advertising through streaming services instead of cable or satellite television.
In 2020, it seems like there is an acronym for everything in the marketing and advertising industry. From OTT to CPC to KPI, it can sometimes get confusing. Hopefully, by the end of this article, you can add two more to your dictionary and they are DSP and SSP.
A demand side platform (DSP) is defined as an adtech software application that enables brands, advertisers, and agencies to programmatically buy ads from marketplaces such as ad networks or supply-side platforms.
A supply-side platform (SSP) (also known as a sell-side platform) is a type of advertising technology (adtech) that helps publishers optimize their ad inventory.
Streaming TV and OTT Advertising: How does it work?
How consumers watch their favorite TV shows and movies has been changing rapidly over the past few years. If you are like most consumers, you are probably already familiar with streaming TV apps like Netflix and Amazon Prime Video. While these streaming apps are subscription-based, there are dozens of other streaming services that are free or cheaper for consumers because they include paid advertising as part of the viewing experience, just like traditional network TV. Brands want to reach consumers who are watching these new streaming services, and this type of advertising is commonly known in the ad industry as "OTT" or "CTV." If you are unfamiliar with what and how OTT/CTV works, this is the article for you. We will provide you with an introduction to all things OTT and CTV, and guide you on how advertising through these mediums can help your business.
OTT (Over-The-Top) media is TV-like content you can watch online. CTV (Connected TV) describes the TV on which you actually consume the content.