OTT may be the most popular form of advertising right now. OTT stands for Over The Top which simply put means television that is delivered over the internet rather than a cable connection. 75% of all homes nationally subscribe to one of these services, so you probably do to whether you know it or not. Some of the more popular services include YouTube TV, Sling, or Hulu. These services/apps are then accessed using a connected device such as a Smart TV, Roku, Chromecast, or Playstation.
Content streamed over the internet to a connected device (primarily connected TV, as well as other devices) without the need for set top boxes or converters.
A television set that is connected to the internet via OTT devices or has built-in internet capabilities (i.e., a Smart Television).
If this is displayed on a television, then why is OTT considered a digital product?
OTT advertising is purchased just like display and video: through a DSP. Since it is real time bidding you are buying per impression rather than buying a schedule. Therefore, you are charged on a CPM basis. Since we use real time bidding we are constantly working to get you the lowest CPM. That is why we estimate the number of impressions since you will more than likely receive more than what was quoted. With lower markups than the larger companies, we will get you more bang for your buck.
We can show you exactly how many impressions are served and when they were served. Additionally, we can show the completion rates of the ads. Since OTT ads are non-skippable, completion rates are usually 99% or more. That is because the only way to not see the whole ad would be if someone decided to turn the TV off in the middle of the ad.
Just like display and video advertising we are able to target based on the user. Rather than creating a schedule and hoping it meets your demo, we can now serve impressions based on exactly who the user is. We can overlay data from over 30+ data providers to ensure we are hitting your exact audience. Can also designate which channel/program you want to display in.
Commercial Breaks don’t work like traditional TV. They are served by impression and they are not set schedules. Ads are served when the content is chosen to be watched, meaning every commercial is prime. These breaks usually only include 2-3 ads and are non-skippable. This makes viewers more likely to see your ad.
Like any new technology, there is a lot of misinformation around the product and a lot of companies will claim they have the best inventory. But just like display and video advertising, management and optimization are what matters. Holland Adhaus places buys internally meaning we are the ones monitoring and optimizing, not some other office.