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  • Writer's pictureWaco Marketing Agency

What Is OTT Advertising, And Why Is It A Trend?


The world of TV is changing, and it's not just because we have more ways to watch it. The new era of "over-the-top" (OTT) advertising is here, and it's going to change how the industry works—and how you watch your favorite shows. So what exactly is OTT advertising? And why should you care? Let's explore the trends that are driving this new development and what they mean for both brands and consumers in the modern media landscape.

TV viewing is no longer limited to traditional TV sets.

OTT viewing is on the rise.

  • OTT viewing is more convenient. With OTT, you can watch your favorite shows anytime, anywhere and on any device--from your smartphone to your laptop to your smart TV. This means no more waiting for a show to come on; when you want it, just click play!

  • OTT viewing is more affordable than cable or satellite subscriptions (and sometimes even free!). You don't have to pay for channels that aren't relevant to what you care about, since all of your favorite content is available via streaming services like Netflix and Hulu Plus. And if those aren't enough options already, there are plenty more where those came from: Amazon Prime Video ($99/year), HBO Now ($15/month), Showtime Anytime ($10/month), Starz Play ($8/month). The list goes on...and then some!

  • OTT allows viewers greater flexibility in terms of when they watch their favorite shows as well as how often they tune in due to its accessibility across multiple platforms such as laptops/desktop computers; mobile devices including smartphones & tablets; gaming consoles such as Xbox One S."

In the modern media landscape, OTT (or "over-the-top") refers to any content delivered via the internet that can be viewed on a device with a screen.

OTT content is delivered via the internet and can be viewed on a device with a screen. Examples of OTT devices include smart TVs and set-top boxes, but also smartphones and tablets.

OTT advertising allows advertisers to reach consumers in their homes at a time when they are most receptive to messaging that's relevant to them--and when they're not watching traditional television or reading print publications.

What's driving this change?

  • How consumers are consuming content.

  • What the internet is doing to the way we consume content.

  • Why OTT advertising is a response to these changes in consumer behavior and preferences, and what the benefits of this new model are for advertisers, publishers, and viewers alike

What do we mean by OTT advertising?

OTT advertising is a form of digital advertising that's delivered to a specific device, rather than to a user. For example, this could be an ad on your smartphone or tablet when you open up Facebook. OTT ads are delivered via an app or website, not via traditional TV.

The reason OTT is becoming so popular among brands is because it allows them greater control over their customer relationship management (CRM). For example, if someone downloads your app and interacts with it regularly but doesn't convert into a sale after 20 days, it may be because they're still in the research phase - so rather than serving them irrelevant ads like "buy now" buttons or offers for other products related only peripherally at best with yours (which we've all seen countless times), OTT gives advertisers more flexibility in how they target people based on their behavior within the platform itself - i.e., what else have they been looking at recently? How many times have they returned? What actions have been taken outside our brand's site/app already today?

OTT advertising is meeting audiences where they are.

OTT advertising is meeting audiences where they are. It's a trend that will continue and one that advertisers should take advantage of now, before it becomes too late.


OTT advertising is just one way that brands can reach their audiences. There are other ways to connect with people, including social media and web ads. OTT advertising has some unique advantages, though: it's more targeted than traditional TV ads and allows you to reach viewers on whichever device they're using at any given time--which means you know exactly who sees your ad before it even airs!


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