Over-The-Top, most commonly referred to as the acronym OTT, is streaming video content that is most often viewed on television. Roku, Amazon Fire, and Sling are all recognized brands in this emerging technology. Connected TV (CTV) and Targeted TV are other common terms that are often used interchangeably with OTT.
For an advertiser, OTT is TV with advanced consumer targeting. Much of the content and viewing behavior matches traditional television viewing. The only difference is how the video is brought onto the device.
One key benefit of OTT is its advanced consumer targeting abilities. If an automotive dealership wants to target a specific consumer group that has demonstrated behavior commonly associated with purchasing a new vehicle, they can. Behaviors can be matched across different devices too. For instance, browsing behavior on a consumer’s smartphone can be synced to the movie they are consuming through an OTT device. An advertiser can serve commercials targeting that consumer based on the browsing behavior demonstrated on his or her phone.
Learn more about the benefits of OTT Advertising, our partnership with industry-leader Premion, and how you can achieve results through this growing platform.