Optimizing OTT Ads for Cross-Device Compatibility

OTT media has really changed everything about the way we enjoy content, but this is not a one-and-done situation. OTT content creation is an ongoing process, and one of the important things for advertisers is figuring out how to optimize ads so they will work on any device.

The Cross-Device Landscape for OTT Content Creation

Think about all the devices that your audience might be using. Obviously, you've got smart TVs and streaming devices. These have high definition displays and big screens. You also have desktops and laptops, and while these have larger screens than, say, phones, they also are smaller than TVs and have different aspect ratios.

Then there are smartphones and tablets, of course, and these come in a wide variety of screen sizes and resolutions. Finally, you even have some people watching on gaming consoles. These offer streaming capabilities, but you need to be aware of the unusual user interaction patterns that you get on a gaming console and adapt your ad accordingly.

Technical Considerations

1. Responsive Design and Adaptive Layouts

The first thing to think about is making sure your design is responsive. That means that it will automatically adjust to different screen sizes and orientations. You have to make the layout adaptable, which means flexible grids, scalable images, and adjustable text sizes.

2. Adaptive Bitrate Streaming (ABR)

ABR technology allows a video ad to adjust quality in real time based on the capabilities of the device a user is watching on, as well as the immediate network conditions. The goal is always to have smooth playback with no buffering, if it all possible.

3. Codecs and File Formats

Since different devices use different file formats, it's important to encode your ads in multiple formats. The goal is to make sure you get good compatibility across all devices and platforms.

4. Optimizing for Touch and Non-Touch Interfaces

If you're doing interactive ads, make sure your user can interact on any device. If it's a mobile device of some kind, then the interaction will likely be by touch. If it's a desktop, a mouse click or a keyboard stroke could be the way forward. If it's on a smart TV, you may want them to interact with the remote control or possibly by scanning a QR code with their phone.

Strategies for Effective Cross-Device OTT Advertising

To ensure that your advertising works everywhere, think first about presenting a consistent brand message. In other words, you're changing aspect ratios and resolutions: not your core message. Make sure to use device detection scripts that can identify a viewer's device and automatically deliver the right format. And it should go without saying that you want to do constant testing and quality assurance to make sure that your ads are displaying exactly as you intend on every device. Don't assume: make sure.

If you're looking to make the most out of your OTT ads and your streaming service, contact Lightcast today and request a free consultation to find out how we can help.