Greenville, NC 27858
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, a whopping 27 percent of U.S. households say 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.
“Cord-cutters” is a term that refers to viewers who have canceled their traditional cable and satellite subscriptions to multi-channel television services available to them through providers like Direct TV, Dish, Suddenlink, etc.
Common character traits of “Cord-Cutters” include:
OTT and CTV advertising are two different types of digital advertising that are becoming increasingly popular as people continue to shift away from traditional cable TV. 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 stream 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.
The key difference between OTT & CTV advertising Raleigh NC services is the platform on which the ads are displayed. OTT advertising is displayed on streaming services like Netflix, while CTV advertising exists on internet-connected TVs.
Over-the-top (OTT) is the delivery of TV and video content directly from the internet. Users can watch this content on various devices, including Smart TVs, tablets, phones, laptops, and desktop computers. Unlike needing traditional cable service or a satellite provider to view content, video delivery takes place 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.
Another integral difference is that OTT advertising tends to be more targeted and personalized than CTV advertising. OTTs targeting abilities extend credit to streaming services' ability to collect data on their users' viewing habits and preferences, which advertisers can use to target their ads more effectively. CTV advertising, on the other hand, is typically less targeted and may be more similar to traditional TV advertising.
Overall, both OTT & CTV advertising Raleigh NC tactics are effective ways for brands to reach their target audience and engage with consumers in a digital environment. However, understanding the nuances of these different platforms is imperative for marketers to create effective campaigns that resonate with their audience.
At this point, it is safe to say that spending money on traditional TV advertising is a thing of the past. With 80 percent of U.S. households owning at least one CTV device, OTT and CTV advertising is the trend that businesses need to get behind. To learn more about OTT and CTV advertising, 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!