Over-the-top advertising (OTT) is all the rage. With streaming viewership on the rise, there’s never been a better time for brands and marketing agencies to take advantage of this new wave of advertising.
But how does one go about optimizing their OTT ads? Let’s find out!
Understand Your Customers First
As any successful marketing agency knows, before you can optimize your OTT ads and deliver the best service to your customers, you must first understand who they are and what they need.
To truly understand them and cater to their needs, a comprehensive approach is required; one that covers not only multiple devices in use but also how people interact with each of those devices.
It is important to ensure proper attribution across the media used, accurate cross-device identity resolution, and communication between the various growth teams – such as CTV and OTT – in order to maximize success.
With this knowledge in hand, however, a marketing agency can go on to become a leader in their field by delivering the most effective advertising possible while simultaneously increasing customer satisfaction.
Pace Your Campaigns Evenly
Pacing and controlling your campaigns across time frames is essential for success.
Consider allowing multiple campaigns to run over several days, weeks, or even months. If a campaign runs too long, it can lose its effectiveness the longer it stretches out.
Similarly, if you start an ad blitz too quickly and then it ends abruptly, results are often worse than just scheduling in smaller increments throughout its timeline. Effectively setting up the pacing and controlling campaigns requires research into what type of ad works best with a certain demographic at each stage of the timeline while also taking into account when similar arenas may be vying for attention, simultaneously.
Doing this strategically will result in reaching more potential customers at the right time and with tailored messaging that resonates with them.
Pay Attention to User Experience
If you are not paying attention to the user experience element of the ads, you could be wasting valuable time and resources. This is where understanding user needs and motivations becomes key.
By placing yourself in the shoes of potential consumers and considering what they might be looking for in an ad, you can make sure yours will effectively capture attention and convert viewers into purchasers.
You also need to consider aesthetics. Your ads need to stand out from the competition in order to capture viewers’ attention. Utilize eye-catching visuals, vibrant colours, and engaging animations to draw viewers in and keep them interested throughout the entire ad experience.
Make sure that viewers are able to clearly understand why they should buy your product or service within a few seconds of viewing your ad; if you don’t grab their attention quickly enough, they may move on before learning more about what you have to offer.
And make sure that all text within an ad is legible; no one wants to have to squint at tiny words or decipher unclear images while trying to watch their favourite shows!
Target the Right Devices
Having an effective advertising strategy involves understanding which CTV platforms and devices your customers primarily use, where they access content on these devices, and the ways those consumers interact with their screens.
Utilizing this data and any relevant connected TV statistics can help you create more beneficial ad placements that have higher click-through rates, increase customer engagement and conversion rates, and provide more relevant ad experiences.
Track and Target OTT Trends
One of the most important strategies to optimize your OTT ads is to stay up-to-date on the latest trends in the industry. This means understanding what technology is driving growth and adoption, such as 5G, and innovative user interface/UX design.
It may also be necessary to explore niche or localized content options as well as microservices, which are playing an important role in delivering a wide variety of media to users around the world.
Have a Plan for How You Will Scale
Building an efficient and effective OTT advertising plan requires careful consideration and evaluation. As a marketing agency, it is important to have a well-defined strategy for scaling up your OTT ad campaigns.
When setting up your goals, develop contingency plans for the possible platforms and strategies you can use to reach consumers at scale. Think about how you can adjust timing and targeting so you get maximum mileage out of your budget.
Investing in technology solutions such as automated audience buying can help maximize your yield potential, saving time, money, and further optimizing your ads for higher conversion rates.
Your staff should also be adequately trained on technical nuances and tool capabilities so that they can best execute plans within the risk-reward boundaries prescribed in the original results framework.
Get Rid of the Legacy System
As a marketing agency looking to stay ahead of the curve, it’s important to invest in modern technologies that enhance ad performance.
Although legacy systems are reliable and well-tested, they lack the adaptability and efficiency of emerging tech like over-the-top (OTT) streaming services. OTT integrates television content with programmatic advertising targeting tools, making it easier than ever for agencies to analyze their campaigns and maximize effectiveness.
Moreover, many OTT providers offer creative optimization services that allow more engaging ads with higher ROI. Agencies should take advantage of these cost-effective strategies by moving away from outdated systems and investing in modern OTT options.
Final Thoughts
OTT advertising can be an incredibly effective tool for marketers looking to reach new customers—but only if done correctly! Understand who your audience is and which platforms they use most often, then tailor your ad campaigns accordingly so that they stand out from the crowd.
With these tips in mind, you’ll be well on your way towards creating powerful OTT ads that will captivate viewers everywhere.
