We know cord cutting is on the rise as more people move away from traditional cable and satellite and over to exclusively using streaming services. According to a recent cord-cutting study conducted by Roku, people are cord-cutting at a significantly faster rate than ever before. There is a wide selection of streaming services available these days, some of which are subscription-based (SVOD) but many of which are free ad-supported services (AVOD). Streaming services like Sling, Philo, Hulu, FuboTV, Pluto tv, Plex, Crackle, Tubi and XUMO each pack a rich portfolio of professional television and movie content supported, in part, by advertising that looks and feels exactly like traditional television advertising -- it truly is the “new, free” TV experience.
When you buy advertising space for over-the-top (OTT) ads on TV streaming services, there are two major ways to purchase that achieve significant scale in any market: through Demand-Side Platforms and through Resellers. The former is technology-driven, the latter is sales-driven. Here, we will examine the major differences between the two and demonstrate why working with a media buying platform offers clear advantages over working with just a reseller when the objective is to reach audiences at scale across multiple publishers and with capped frequency.
When you decide to work with an OTT or CTV platform for your advertising needs, there are some things to ask the platform before you begin working with them. Many OTT and CTV platforms are actually just sales organizations that do not own their own platforms. Instead, they license an advertising technology vendor's platform and sell it like it is their own.
As we all know, over-the-top (OTT) advertising services have become a necessity in the marketing world, since people are increasingly dropping their traditional cable and satellite television subscriptions in favor of the convenience of streaming services.
The way that we consume media has changed significantly over the last decade, with streaming services on the rise and cord-cutting — dropping your cable or satellite subscription in favor of streaming — becoming the norm for TV viewers nationwide. There are also a lot of people who have never had a subscription to cable or satellite TV; they prefer the price and convenience of streaming media. Combined, this can take away a large portion of a brand's target demographics, leaving them unable to reach these people through cable anymore.
Over-the-top (OTT) streaming services have been growing steadily in popularity since the COVID-19 pandemic made so many people stay home in 2020. With another surge on the horizon, we will likely be seeing another spike in people staying home and binge-watching their favorite shows. With 40 percent of adults using ad-supported streaming services, this gives marketers a great opportunity to begin advertising on OTT media services (1).
Crackle is a streaming service that is supported by ads instead of charging a monthly subscription like many of its competitors. Unlike ads on standard television or even most other streaming services, Crackle utilizes more interactive ads and rewards viewers for interacting by showing them fewer ads. Since this streaming service shows more interactive ads, this means that more people are actively paying attention to your ads instead of grabbing their phone and scrolling social media until the commercial break is over.
Over-the-top (OTT) advertising is internet-based media streaming, as opposed to traditional cable or satellite television. Streaming services have been growing rapidly in the last five years, and many people have been dropping their cable or satellite in favor of OTT media — they are often referred to as "cord-cutters." The need for advertisers to reach these cord-cutting audiences with scale and ease has manifested itself in the emergence of the OTT advertising market.
Over-the-top (OTT) media is online streaming services like Netflix, HBO Go and Hulu, which go over-the-top of traditional cable satellite television. Streaming services have changed the way that the advertising industry reaches its customers, which is where OTT advertising comes in.
Over-the-top (OTT) services are online streaming services like Sling TV, Hulu, Philo, FuboTV, Disney+ and Pluto tv, which collectively are quickly becoming the primary way people watch movies and television these days. OTT advertising allows advertisers to reach their target audience members who have stopped using cable or satellite TV in order to save money, or are simply looking for a more flexible way to watch on-demand content on any device, including the big TV screen in their living rooms.