Back in 2019, brands across categories began to experiment with OTT advertising, implementing test-and-learn approaches to reach audiences they never would have through linear TV on its own (aka the cord-cutters and cord-nevers). This year, as OTT continues to grow, a great deal of confusion surrounding it remains—especially when it comes to what OTT can and cannot do for advertisers.
Below, we examine the truth behind some of the most common OTT myths:
MYTH #1: With so many OTT streaming services, advertisers don’t need to worry about traditional linear.
FALSE. OTT is a valuable platform with a number of benefits for brands, including reaching new audiences, but that does not mean that linear TV campaigns should be neglected. In fact, linear TV remains a powerful medium all on its own for brand building and driving significant performance, but the combination of linear and OTT is particularly powerful. When OTT is added to linear campaigns, the incremental reach it brings is enormously impactful.
MYTH #2: OTT advertising is overly complicated.
FALSE – IF YOU HAVE THE RIGHT TECH. OTT advertising is actually pretty straightforward; it’s only complex if the right technology is not in place. All it takes for a brand to “go live” is deploying a tag to track performance across all cross-platform campaigns (including OTT), and in real time. Advertisers that are brand new to OTT advertising should start slowly, taking a portion of their linear TV budget and designating it to OTT, employing test-and-learn strategies.
Don’t forget that the advertisers that find the most success with OTT are the ones that continually measure and optimize their campaigns to identify exactly where they can yield the highest levels of response (whether it’s a particular genre, creative length, you name it) and make adjustments as needed.
MYTH #3: OTT can’t be measured for performance.
FALSE. Remember: “TV” itself now refers to all premium video content, across platforms (including OTT). This means that TV’s ability to be measured and optimized for performance also applies to the TV that audiences watch via all OTT platforms.
Download our eBook, “Demystifying Streaming in the New TV Era,” here to learn more about how to maximize OTT advertising campaigns.