OTT advertising is becoming an increasingly important part of a brand’s online performance media mix. The rise of smart phones and mobile apps has meant that consumers spend an ever larger proportion of their time on the go. This mobile convergence has created an environment where brands must engage with customers in real-time through highly interactive online experiences. While traditional media such as print and television ads are being replaced by more engaging content, CTV advertising is proving an increasingly effective alternative. In this article we’ll explore some of the benefits of OTT, why brands are turning to third party networks for content and why mobile apps are driving the next wave of change.

With OTT solutions like Onboard advertising you can easily create a highly customized, real time web experience that leverages the power of third party connectivity. More than a simple branding and recognition play, it’s a full multi-function platform that provides measurable statistics, responsive targeting, and seamless integration with social media, mobile apps, web analytics, mobile devices, and more. Because mobile consumers tend to be more data driven than other channel users, advertisers looking for ways to increase ROI can rely on Onboard to give them the most engaging user experience. By combining Onboard with the recently launched Swype platform users are able to text to their TV listings, connect with their friends and peers through their smartphones and use their remote control on the go.

To understand how OTT solutions fit into a brand’s overall media mix, it helps to understand how they compare to traditional TV advertising. Traditional ads are designed around ‘branding’. For example, a pair of running shoes might be advertised as ‘Nike sneakers’ or’Adidas’, each having their own purpose within the design and execution. These ads are measured by metrics such as click-through rate (CTR) and share of unique visitors. TV, radio, and print ads are designed around specific services or products. They are also measured against demographics which can include age, gender and location.

The advantage of OTT advertising is that there are many channels beyond broadcast television that can be leveraged to leverage the brand power and recognition provided by the brand. Social media, mobile apps, and online advertising can all be used to leverage the strength of the brand. A social media feed, mobile app, or a video streaming service can go directly to the consumer where they can get information and interact with the brand. This type of direct marketing is unique to OTT platforms and makes the internet the ideal platform for over the top TV advertising.

Data-driven targeting is another important facet of this new form of media. Onboard has several tools for measuring response rates, conversions, and cost per view (CPM). Data-driven targeting allows advertisers to create custom segments and target demographic groups specifically. Reaching the right audience at the right time can make the difference between success and failure in the OTT market. The data collected is fed back to the parent company for analysis and future planning.

Advertisers also benefit from being able to segment their data and target the specific demographic they need to reach. Being able to segment the audience and target those that are more likely to convert gives advertisers more accurate data for their campaigns. In today’s world, there is no substitute for the power of data when it comes to winning new business over the traditional television model. The combination of high quality programming, responsive and engaging content, and data driven targeting makes On Deck TIVA a compelling choice for advertisers.

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