Why The Holidays Are The Most Wonderful Time of The Year For OTT Advertising
It’s safe to say that it officially becomes the “holiday season” once the last piece of candy is handed out on Halloween. Stores are adorned with red and green decorations, radio airwaves are flooded with jolly jingles, and, most importantly, shoppers begin scurrying to find the perfect gifts for each of the loved ones on their list.
According to data from comScore, consumers have gotten more proactive with their present purchases in recent years. During the 2017 shopping season, 17.7 percent of e-commerce spending was done between Thanksgiving and Cyber Tuesday, an increase from 16.8 percent in 2016 and 16.2 percent in 2015. The continued online migration almost ensures that those numbers will maintain their upward trend in 2018 and beyond.
Experienced marketers understand how important it is to meet their customers where they are. In the modern age, that means establishing a presence online, but let’s face it: the internet can be a confusing place full of questionable websites. Your brand image is important and should only be associated with content which has been vetted for quality. This is where OTT stands far above all other tactics.
What exactly is OTT?
OTT is short for “over the top,” a term that refers to the avenues in which many “cord cutters” access their favorite TV shows without a traditional cable subscription. This would include services like Hulu, fuboTV and Playstation Vue, among many others. These platforms are filled to the brim with premium programming high in production value, and they are made to appeal to the masses.
Is now really the best time for a company to advertise using OTT?
Fall is the perfect time to begin advertising on an OTT medium. People are returning to their devices after a summer full of vacations, activities, and time spent outside. Many OTT services provide the newest episodes of popular shows or the latest binge-worthy series that everyone is talking about.
An advertising platform other systems cannot possibly match
Another benefit of OTT that other video advertising cannot match is the rate at which viewers complete the ads. There is no way to skip or block advertising on OTT. To see the content they desire, a viewer must watch ads to completion. This leads to over 95 percent of ads being viewed in their entirety, a figure well above what can be expected from an outlet such as YouTube.
Additionally, OTT advertising ensures that your advertisements are featured alongside premium television shows and movies – something other digital marketing services cannot guarantee.
What are you waiting for?
There are so many reasons why OTT advertising can be a versatile way to send a message to prospective customers – especially when leading up to the holiday season. Are you ready to explore the ways OTT advertising can help your business grow? We have a knowledgeable team ready to answer any questions you may have.