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Life goes fast these days. However, attention spans are short and the demand for instant gratification is at an all time high. And advertisers are still adapting to how the world works today.
However, many forward-thinking advertisers have found an OTT (over-the-top or direct-to-serve) solution to drive their advertising engagement by focusing their budget on personalized and informative OTT advertising. Some 31% of respondents to a PwC survey said simple, personalized content recommendations would be a reason to stick with a streaming service.
Those not switching gears to a more personal form of advertising must first realize that standard video ad engagement is on a downward spiral. Longer ads and frustrating ads just don’t do the job. Experts find that ads need to be shorter, more focused, and more engaging. Look no further than TikTok influencers basking in endorsement products as part of their stories. In turn, brands receive substantial value from these content creators.
The standard form of advertising that many advertising professionals once knew is now gone. If advertisers want to attract new customers, content must be informative and personalized. They also need to migrate from selling products to engaging their desired audiences.
Today, brands are struggling to fill shows with 2:30 ad modules to meet their revenue goals. If sell-through rates are low, unfortunately these ads can be repetitive within a 30-minute or one-hour window. Brands should serve ads based on experience, not the highest possible CPMs.
Business money and product commitment must match. Services like IRIS.tv recruit publishers and advertisers by tightening the contextual link between a specific ad and a video viewer. It’s worked for banner advertisers for years. However, this has never been feasible for OTT, until now.
So what has changed?
Although some audiences may see outdated advertisements, most of these advertisements do not receive a significant number of clicks. Engagement on these ads will continue to decline. Advertisers who want to attract new business should consider creating helpful video content that their viewers can learn from, rather than pushing a product through an ad they can’t ignore.
When airlines started turning their safety briefings into a storytelling format, they were able to engage and connect with their audience. Advertisers need to take a similar approach as customer expectations have changed. Customers now expect contextual, relevant and convenient experiences that deliver instant gratification. They gravitate toward brands that recognize who customers are and where they are in life.
The emotions of modern shoppers play a crucial role in advertising. A personal touch on a target audience ad should now be used through contextual marketing to create work that resonates with the whole person.
When storytelling is done right, ads can have a huge impact. A software company’s educational advertisements may encourage a viewer to pursue a career in technology. Similarly, university advertisements can motivate a high school student to pursue higher education.
As the world battles a global pandemic, educational ads have encouraged people around the world to get vaccinated to prevent serious cases of COVID-19. While the vaccine itself is imperative, getting the word out is just as important.
Without the dissemination of crucial and educational information regarding the effectiveness and safety of vaccines, having billions of people fully immunized across the world might have been a pipe dream.
The OTT Solution: Focus on the Target Audience
OTT media platforms, including the one I co-founded, ensure that the content a customer adds to their service is automatically presented in a way that is optimized and tailored to engage with audiences, regardless of the device the customer is using. viewer. Advertisers should ensure that their ads are shown in the same way. This reduces the likelihood of losing the audience’s attention or interest, as intimidating and banal advertisements do.
OTT ads also need to be formatted to work well and look good on multiple devices, from big screen TVs to laptops to smartphones.
Another part of the OTT solution is building trust and delivering real value in exchange for data that results in tailored advertising. Use this audience insight to create ad formats your audience is ready to interact with while developing your ad placement techniques.
To show value, improved algorithms should be used to target ads and measure audience engagement. Audience data is a gold mine for creating engaging ads.
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Most people stream their content, so OTT platforms aren’t going anywhere. It’s time to get creative and personal with your advertising methods.
More resources on OTT advertising
Top 5 advertising trends to watch right now
How to reach families by watching video on demand: Charles Gabriel on Marketing Smarts [Podcast]
Five Ways Digital Attribution Can Improve ROAS for CTV/OTT Advertising