Over-the-top (OTT) advertising is a digital marketing strategy that allows brands to deliver video content directly to viewers via streaming services, rather than through traditional television channels. OTT services include popular streaming platforms such as Netflix, Hulu, Disney+, HBO Max, and Amazon Prime Video. With the rise of cord-cutting and the shift away from traditional television viewing habits, OTT advertising has become an increasingly popular way for campaigns to reach voters.
OTT advertising can be highly targeted, allowing campaigns to deliver personalized content to viewers based on their interests, demographics, and viewing habits. It can also be more cost-effective than traditional television advertising, as brands can target specific audiences and avoid paying for ad space during less relevant programming. In addition, OTT advertising offers advanced analytics and measurement tools, allowing brands to track the performance of their ads and adjust their strategies accordingly.
OTT advertising is an increasingly important part of the digital marketing landscape, and presents many opportunities for campaigns to reach and engage with their audiences in new and innovative ways.
Who Should Advertise With OTT?
Campaigns doing TV advertising need OTT advertising in the mix in order to maximize the overall effectiveness of their media spend. If your campaign doesn’t have the budget to do broadcast TV advertising but wants to reach voters with TV-style ads, consider exploring OTT.
However, if your campaign doesn’t have the budget to get the reach and frequency to make the ad effective or your target geography is too small, tactics like direct mail and texting are more appropriate.
What Makes An OTT Ad Effective?
Depending on the platform, your OTT ad creative should be brief, with the main message delivered in the first few seconds – especially if the ad is skippable. Many OTT platforms offer enhanced features like clickable calls to action or overlays and your campaign should incorporate these into the ad.
It’s not sufficient simply to repurpose a TV ad for OTT.
Conclusion
OTT advertising offers political campaigns a critical channel for driving messages to audiences they’re unable to reach through traditional TV advertising. OTT also offers campaigns advanced targeting and measurement capabilities beyond broadcast and cable.
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