Engage Audiences Where It Matters: OTT & Connected TV Advertising Services

Top 5 OTT/CTV Advertising Strategies

1. Retargeting: Imagine you’re running a store and a customer walks in, looks at a toy car or a dollhouse, but leaves without buying anything. Wouldn’t it be great if you could remind them about that toy car or dollhouse later, maybe even when they’re at home? That’s what retargeting does but on the internet!

   When someone visits your website and leaves without buying anything, retargeting helps you show them ads about the things they are interested in. It’s like a friendly reminder saying, “Hey, remember that cool toy car or dollhouse you liked? It’s still here!”

   And the best part? You can remind them no matter where they are on the internet, whether they’re browsing other websites or using different devices like their TV or phone.

   This is called cross-screen retargeting. It’s like having a billboard that follows your customers around, always ready to remind them about that toy car or dollhouse they liked in your store.

2. Lookalike: Lookalike targeting is a strategy that identifies and targets individuals who share characteristics with your existing customers. It uses data about your current customers to create a profile of your ideal customer.

   This profile is then used to find potential customers who match this profile. By targeting individuals who ‘look like’ your existing customers, you increase the likelihood of reaching people who are interested in your product or service.

   This strategy is effective for expanding your customer base while maintaining a focus on return on investment.

3. Contextual: Contextual OTT targeting is a strategy that delivers ads to audiences based on the type of content they are currently consuming. This means showing ads that are relevant to what the viewer is watching or interested in.

   For instance, someone watching a cooking show might see an ad for a new kitchen appliance, or a viewer watching travel content might see an ad for a holiday destination.

   The idea is that the ad is more likely to resonate with the viewer because it’s related to what they’re already interested in.

4. Geolocation: Geolocation targeting is a strategy that allows you to show ads to people based on their location. This means you can choose to show your ads only to people who are in a certain area.

   This is often used by local businesses. For example, a pizza place might show ads to people who are within a certain distance from their shop. But it’s not just for small businesses. Even big companies are using this strategy. For example, Dunkin’ Donuts has used an app to show ads to people who are near their stores and even give them directions to their “coffee pit stop”.

   By using geolocation targeting, you can make sure your ads are seen by the right people, which can help you save money and get better results from your advertising.

5. Time-of-Day: Time-of-day targeting is a strategy that shows ads to people at specific times of the day. This is chosen based on when most of the target audience can be reached or when they are most likely to be interested in the message.

   For instance, a restaurant with new dinner items might show more ads in the late afternoon and early evening, when people are starting to think about dinner. Or, a company that offers a solution for sleep problems might only show ads late at night. This way, the ads are shown when they are most relevant, which can make them more effective.