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OTT Advertising

OTT stands for ‘over the top’ and is a term that is used to describe a means of delivering video content over the internet to meet the needs of individual consumers. The media service is offered directly to the customers, offering them access to television and film content, which can also include existing series or films that the OTT provider has acquired from other producers or original content that has been created specifically for the platform. Not only are the consumers enjoying an entirely new and simple way of consuming video content, but OTT platforms also allow advertising professionals to reach new audiences as the entertainment landscape moves beyond ‘cable’.

The enhanced control over what you see and minimal requirements for access are the main reasons why consumers are increasingly shifting to OTT platforms for their video content. The rapid adoption and infrastructural growth of the internet of course played a role in the popularity of OTT services,the COVID-19 pandemic and the resulting lockdowns across the world also affected a paradigm shift in the way people consume content, accelerating OTT adoption as well.

Yes. Compared to advertising through traditional TV, OTT advertising offers brands more control over their marketing campaigns. With OTT, ad management is easier, you have more control over who you want to target, where and when you want to divert your ad spends, etc. You can also get detailed metrics about your campaign to analyze its performance and gain further insights about your audience. Placing an ad on OTT platforms ensures better reach, more specific targeting, tracking capabilities, content control, and much more. Also, most ads on OTT platforms are non-skippable and played less frequently. They are also generally user-initiated which leads to you getting more genuine views, completion rates, etc.

While OTT is a means of delivery used by content providers to give their customers easy access to video content, CTV (connected TV) refers to TVs that are connected to the internet, through which users can access their on-demand content. In short, users can stream OTT services on CTVs, but they also work on a range of other devices.

With the shift in consumer behavior towards digital in the last few years, advertising on OTT platforms has become an extremely important vista for brands that is still relatively new and offers a wide range of benefits and capabilities. OTT ad creation using rich media elements on a platform like ADCTV allows you to create interactive ads that deliver an engaging experience to the consumers,while the OTT advertising server you choose will allow you to use programmatic advertising for the best placements of your ads. Some of the best advantages offered by the OTT platform to advertising campaigns include:

Along with the best features that you may need for OTT ads creation, ADCTV also allows access to advanced campaign performance metrics that define the success of a marketing campaign in real-time. Their metrics include:

Once your OTT ads creation has been done, you can use ADCTV to generate a relevant ad tag for it. These ads are built on top of VAST, VPAID, and SIMID Standard specifically for advertising on OTT platforms and are universally deliverable. You can then either purchase direct inventory from OTT publishers for placing your ads, or you can utilize the capabilities of a good OTT advertising network to place your ads programmatically using its advanced targeting features.

The ADCTV Ad Builder has been designed to help you seamlessly deliver interactive and dynamic ad experiences across the entire OTT advertising landscape. You can use this platform to create, traffic, and measure campaigns using our universal ad tags. From OTT ads creation using rich media components and a simple Drag and Drop Builder that lets you create the best ads using turnkey templates to easy OTT ad management with real-time reporting and analytics - ADCTV ensures a seamless experience for you throughout.

You can generate universally deliverable ad tags that can be placed easily for programmatic advertising across a variety of platforms using the ADCTV Ad Builder. Some of the most popular types of ad tags that brands and advertisers use are the Video Ad-Serving Template (VAST), Video Player Ad Interface Definition (VPAID), and Secure Interactive Media Interface Definition (SIMID), which earlier used to be known as VPAID-i.

One of the top advantages of OTT advertising is the advanced targeting capabilities offered. However, audience targeting is not as straight forward as entering a few parameters in some fields. Advanced audience targeting allows you to target audiences based on their interests, but first, you must define what you are looking for. You need to understand your offerings and then decide on the user profile that best defines your potential audience. Then comes the most important task, which is creating an ad that would appeal to your audience. You can either use the available turnkey templates or start from scratch to create an ad using rich media elements on the simple Drag and Drop Builder offered by the ADCTV Ad Builder. The designs you create can also be saved as templates for future use.You can also use ADCTV to scale and optimize your ad units for various placements and generate universally deliverable ad tags for programmatic advertising. After this, you can utilize the precise and detailed audience demographics offered by OTT ad platforms to ensure that the right ad is delivered to the right audience at the right time.