How ‘Cord-Cutters’ Have Affected Advertising

“Cord-cutters” is a term that refers to viewers who have canceled their traditional cable and satellite subscriptions to multichannel television services available to them through providers like Direct TV, Dish, Suddenlink, etc. With more and more media becoming available to stream over the Internet, consumers quickly realized there were cheaper, if not free options for the same content that is readily available to them through their smart TV and devices. According to Forbes, a recent survey conducted by The Trade Desk found that the trend of cord-cutting will accelerate in 2021, sending cable-TV subscriptions into virtual free fall, with a whopping 27% of U.S. households saying they’ll cancel their pay-TV package by the year’s end. Okay… so what does this mean for businesses that typically advertise on traditional TV broadcasts? How will they reach and market their services and products to those cord-cutters? Red Shark Digital, one of the top marketing firms Greenville NC, is here to introduce two alternatives: OTT and CTV advertising.

What are OTT and CTV?

Over-the-top (OTT) is the delivery of TV and video content directly from the internet. This content can be watched on various devices, including Smart TVs, tablets, phones, laptops, and desktop computers. Unlike needing traditional cable or a satellite provider to view content, video can be delivered in a streaming or video-on-demand format through popular and more affordable services like Netflix, Hulu, and Amazon Prime.A Connected TV (CTV) is a device that connects to or is embedded in, a television to support video content streaming. Different types of CTVs include Xbox, PlayStation, Roku, Amazon Fire TV, Apple TV, and more. All OTT content can be streamed through a CTV.

OTT and CTV Advertising

According to marketing firms Greenville NC, OTT and CTV advertising is the best way to market to cord-cutters. With OTT and CTV advertising, you can target users that are streaming on their favorite digital devices while implementing a more relevant and targeted approach. As mentioned earlier, OTT and CTV advertising works with devices and streaming services to serve video ads that are non-skippable and immersive. These ads can also target specific interests of viewers, whereas traditional tv ads are shown to everyone watching that particular channel, regardless of their demographics and specific interests. The rise of OTT and CTV viewership provides more meaningful ways for you to engage at the right time with the right target audience at the right moments—bringing together the targeting precision of digital with the high impact of TV viewership.

Red Shark Digital Marketing Firm Greenville NC

At this point, it is safe to say that spending money on traditional TV advertising is a thing of the past. With 80% of US households owning at least 1 CTV device, OTT and CTV advertising is the trend that businesses need to get behind. To learn more about OTT and CTV advertising through marketing firms Greenville NC, contact Red Shark Digital to reach those cord-cutters and implement a more relevant, targeted, and digital approach that caters to your specific advertising needs!