What is OTT Advertising?
OTT (over-the-top) is a broad category that classifies the delivery of film and traditional linear TV broadcast content through the Internet on many different devices without requiring users to subscribe to a traditional cable or satellite pay-TV service like Comcast or DirectTV.
- Enables viewers to seamlessly watch a single program or TV episode where and when they want
- OTT is delivered via set-top-boxes (like Roku, Apple TV, Chromecast, Amazon Fire TV or gaming consoles)
- The shift to OTT was aided by the increased media consumption on mobile devices
- OTT got its name because the content being distributed is “over-the-top” of the existing cable infrastructure
- More viewers are purchasing programming based on their personal interests
- The way we define TV is continuously changing especially for younger generations – reaching younger audiences is an important part of this shift and growth
- There are over 2 billion connected devices in the world, making it inevitable that TV has moved over-the-top (OTT)
Why is it important?
- Viewers can choose what they want to watch and when they want to watch it
- Publishers have new opportunities to monetize their content and reach consumers on different screens
- Advertisers gain access to a new platform to engage with their customers