Maximizing OTT Ad Revenue through Targeted Campaigns

OTT advertising is one of the best marketing strategies your company can employ. Cable TV ads can't reach the level of personalization that OTT ads can, and ads on websites have been made redundant by ad blockers. OTT ads won't be blocked and can tap into detailed user data for targeted advertising campaigns. Targeting specific users will give your ads more impact and lead to more revenue from sales. Here's how it works.

Maximizing OTT Ad Revenue Through Targeted Campaigns

OTT Advertising Leverages User Data for More Accuracy

The key to a targeted campaign is to have as much data as possible. Most media distributors can only tell you basic demographic information about their audience, typically limited to age and gender. As media distributors typically focus on a single genre of content, advertisers have traditionally had to try to find the perfect place to put their ads. OTT has completely changed the advertising landscape because OTT platforms have content from all kinds of genres.

Instead of choosing the right TV channel to advertise on, you now need to know which users to deliver ads to. OTT platforms collect data regarding viewer activity to better inform you as to what users are interested in. In addition, they can even provide data regarding how and when users view content on the platform, which could make your ads even more effective. An ad for coffee is going to be more effective early in the morning, for example.

Multiple Ads for Multiple Targets

Instead of crafting the one perfect advertisement and hoping it impacts as many people as possible, OTT advertising allows you to push variants of ads to distinct viewer groups. Recently, there have been advertisements for full-body deodorants on OTT platforms. The companies making these products have a brand for men and another for women. When women use the platform, they get ads for the brand catered to women.

The NFL has also experimented with this approach to selling its merchandise on the OTT platform DAZN. Ads targeting the Latino community, for example, are primarily pushed to users that identify as Latino or live in areas with a high Latino population. Some of these ads were even delivered in Spanish if the user's app settings preferred that language.

Better Ad Feedback

OTT platforms also give advertisers more information about ad performance. If ads are skippable on the platform, you can get a report of what percent of viewers skipped the ad. You can also add interactive elements to ads to better measure engagement. A QR code on screen can provide immediate feedback to see what percentage of users went to the link.

Deliver Ads Across Multiple Platforms

Each OTT platform has unique demographics, and each program on the platform has an even more specific audience. Don't make the mistake of only targeting one platform for your advertising campaign. By publishing your ads on multiple platforms, you can target your core demographic regardless of where they watch videos. We can help with that.

​To get your ads in front of the right viewers, schedule a callback with Lightcast.com.