Social Savvy: Is over-the-top advertising the out-of-the-box strategy your biz needs to generate leads? – Jan 2024

By Irene Williams

To generate high-quality leads for your business, you need great targeting to reach the right customers. Back in the day, one relied on a small set of available tactics such as zip code-specific direct mailings and advertising in the local newspaper or on regional TV programs to gain the attention and interest of prospective buyers. Now, much of the focus has shifted to digital advertising. Media content and the modes in which we receive it are diverse, fractured and constantly changing. Considering all this, how can you most effectively target customers today? The options are many, but one thing is certain: it’s time to think out of the box.

INTRO TO OTT
In a constantly evolving landscape of digital marketing, over-the-top (OTT) advertising is a notable contender amongst the out-of-the-box strategies. OTT advertising has emerged as a potentially (and, perhaps, surprisingly) powerful tool for businesses to reach target audiences.

Let’s start at the beginning.

What is OTT advertising? In short, OTT ads are streaming TV ads. They’re the digital age’s counterpart and answer to those old-school, traditional television ads that are served within programming on terrestrial, satellite and cable channels. Because more and more people keep ‘cutting the cord’ and unsubscribing from conventional satellite and cable services, OTT ads have risen as a responsive alternative for directly conveying marketing messages to the quickly growing population of viewers who prefer streaming video services and/or devices. With OTT ads, you can get in front of your customers as they watch streaming media on their smart TVs, streaming boxes and mobile devices.

What are the advantages of OTT advertising? Thanks to the nuanced nature of streaming digital media, OTT advertisers can highly refine their campaigns to target specific recipients. Coupled with the ability to reach select audience segments, advertisers can access advanced ad performance measurements to further hone ad placements and targeting (e.g., demographics, location, interests) that can aid in continuously improving results in lead generation.

Also, OTT advertisers have the capability to use diverse ad formats that may enhance meaningful connection with and spark active responses from targeted audiences.

What are the basics for using OTT ads? By strategically navigating the core aspects of OTT ads, you have the opportunity to carve new pathways for qualified lead generation. The good news is many of the core aspects of OTT ads align with those of any effective digital marketing approach. Conquer OTT, and you’re better positioned for all your marketing efforts.

TIPS FOR USING OTT
1. Target practice makes perfect
• Identify the demographics, interests and geographic locations of your target audience(s).
• Actively review and apply OTT platforms’ data analytics to refine your targeting to ensure ads connect with the right viewers who’ll be interested in your business.

2. Create to connect
• Streaming TV is teeming with visually interesting content, so be sure to craft ads that make the most of this medium. Consider what will visually stand out amidst the stream, such as product beauty shots, room scenes and close-ups of smiling faces.
• Keep your marketing messages clear and concise and your calls to action short and sweet. Did you know people’s working memories can hold no more than three or four items at any given moment? Consider that streaming content can lead to in-the-moment overwhelm and use minimal dialogue/voiceovers and keep the language simple. Go for key points and invite one simple action to engage your prospects.
• Incorporate a QR code. A majority of people engage in ‘dual device viewing,’ meaning they have their smartphones in hand though they’re watching content on TVs. Placing a QR code in your ad makes it quick and easy for viewers to request more info and interact with your business.

3. Pick platforms that perform
• Select the OTT platform or platforms that best match the potential viewing habits of your target audiences. While platforms like YouTube TV, Netflix and Amazon Prime Video offer diverse opportunities for advertising, you’ll only benefit from the core subset of content that aligns with your potential customers.
• Each platform offers unique features and ad formats. Be prepared to tailor your tactics and creative content based on the options available on the platforms you choose to use. The options will likely vary for each platform, so plan ahead for making modifications accordingly.

4. Give formats plenty of forethought
• Get educated on the various ad format alternatives, including pre-roll, mid-roll and post-roll ads, to find what works best for your lead generation goals. (This nomenclature refers to the points ads appear in the TV content.)
• An important factor in the format of OTT ads is the duration. Optimize the length of your messaging so it has time to capture viewers’ attention yet does not wear out its welcome, so to speak.

5. Right place, right time
• Geotargeting for OTT ads empowers businesses and brands to pinpoint audiences based on regional locality. Leverage these beneficial geotargeting capabilities to connect with potential customers in your key areas.
• With targeted time placements, your ads won’t run in a wasteland of time slots when your key customers aren’t tuning in. You can time your ads out of the gate based on your existing understanding/research of your target audience’s viewing habits, and then use the abundant data of the OTT platform to perfect the placements accordingly.

6. Be sure your dollars make sense
• The cost benefit of OTT ads often aligns with the effectiveness of the targeting to support desired results. It’s not necessarily a more affordable form of advertising, but, if used strategically and responsively, it can offer more bang for the buck.
• Be sure to include ample budget for creative production as well as ad placements. Even if you get the timing and audience targeting right, your campaigns may fall short if the creative messaging is lackluster.

7. Use integration for amplification
• Blend your OTT advertising with other marketing strategies to maximize your messaging and the potential results. By integrating all marketing methods and messages, you’ll strengthen your overall brand presence and build loyalty and trust with key audiences.
• Include IRL (“in real life”) with OTT. Yes, OTT ads quite naturally blend with other digital marketing efforts such as social media campaigns and email marketing, but it can be really impactful to carry messaging and creative branding elements into your in-store promotions, as well.

8. Prepare to persist and pivot
• OTT advertising is a tool best used over the long term. This is because it will take time and attention to develop your most effective tactics and creative content for these ever-evolving platforms. Plan for persistence, as that is surely what it will take to earn the payoff of ad performance.
• Make it a priority to stay apprised of emerging trends in OTT advertising and be ready to adapt your strategy accordingly.
• Prioritize ongoing analysis of your ad performance data so you can continuously refine your campaigns based on the data. The OTT platforms each have ad tracking dashboards that make it relatively simple to monitor essential metrics like ad clicks, impressions and conversions.

Televisions today are lean-profile, sleek screens that are barely kin to the imposingly large, boxy sets that used to take up a third of the family living room. With nimble streaming services offered online or via petite techie devices, we no longer need cable boxes or other bulky conveyances to get our media. Suffice it to say, it’s time to think outside the box for your lead generation…because there is no more box! Consider OTT advertising as a fresh approach for staying ahead and standing out in a competitive market.

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