Is It Time To Add OTT and CTV to Your Advertising Campaigns?

Is It Time To Add OTT and CTV to Your Advertising Campaigns?


It’s unattainable to disregard the explosive progress of streaming. The place there’s an viewers, there are advertising alternatives. In response to the Interactive Promoting Bureau Inc. (IAB), “advert spending on related TV platforms is predicted to develop 39% to $21.2 billion this 12 months, making it the fastest-growing video channel.” 

So, is it time so as to add OTT and CTV to your advertising campaigns? We explored the streaming promoting panorama in our latest webinar: The right way to Efficiently Incorporate OTT/CTV in Advertising Campaigns. It options Bridget Corridor, Director, Planning at M&C Saatchi Efficiency; James Boone, Sr. Gross sales Engineer at Department; and Sam Edwards, Product Advertising Supervisor at Department.

First, let’s get some definitions squared away. 

OTT = over-the-top

OTT is the supply of TV and video content material straight from the web. Customers don’t must subscribe to a conventional cable or satellite tv for pc supplier to entry this content material. As a substitute, they will watch it on many units, together with tablets, cell phones, laptops, desktops, and televisions. Streaming companies like Netflix, Hulu, and Amazon Prime in addition to Disney+ and NBC’s Peacock are all thought of OTT.

CTV = related TV 

CTV refers to a tool that connects to — or is embedded in — a tv that helps video content material streaming. Suppose: Sony or Samsung good TVs, or related units like Roku, Amazon Hearth TV, Apple TV, Xbox, or PlayStation.

LTV = linear TV

LTV, however, is the normal system wherein a viewer watches scheduled TV programming when it’s broadcasted and on its unique channel. LTV possesses the biggest market. Nonetheless, its attain is fragmented as a result of more and more aggressive tv panorama.

The OTT and CTV house is ripe for innovation. Considered one of our favourite latest improvements is wise TVs and platforms like Roku utilizing content material recognition to overlay calls to motion. And that’s simply the tip of the iceberg on the subject of the advertising potential on this house. 

The programmatic TV ecosystem

The rising recognition of OTT and CTV viewership gives extra exact focusing on than linear TV. Linear TV measurement is archaic, nonetheless counting on panels and segments, whereas OTT and CTV platforms provide built-in advert measurement instruments. This implies OTT and CTV platforms have higher knowledge about their viewers. Suppliers are capable of goal advert stock based mostly on particular exhibits, viewers, demographics, and far more.

There are two principal methods to purchase CTV stock:

  • Programmatic: automated instruments to purchase video stock throughout many various networks or publishers. 
  • Direct purchase: negotiating your advert placements and transacting straight with a streaming service like Roku or an unique gear producer (OEM), like Samsung.

Manufacturers is likely to be eager about exploring each media varieties. Whereas there’s no easy reply as to what’s going to work greatest, the benefit of shopping for programmatically is the power to run throughout various networks and, finally, obtain viewers discovery outdoors of 1 particular walled backyard or slender viewers.

Shopping for straight from OEMs could require a price per mille (CPM) or a flat-fee shopping for mannequin. Any such spend isn’t relevant in case you are trying to drive cell conversions. However when you’ve got an endemic app on a CTV, then going direct gives advert codecs that programmatic wouldn’t be capable to entry.

Programmatic TV can attain 92% of U.S. households so it is extremely straightforward to check and scale up. With programmatic, the power to focus on with larger precision and to personalize your message for optimum influence means there’s lots much less waste. One thing else essential to notice is that leveraging OTT or CTV in campaigns isn’t restricted to large manufacturers with hefty advertising budgets like is usually true for linear TV. 

Graphs comparing and contrasting the customer purchasing statistics between programmatic TV and platform direct TV.
Courtesy of M&C Saatchi Efficiency

Let’s take into account an instance of a lady searching new footwear on Macy’s web site on her laptop computer at residence. After a little bit of searching, she closes her laptop, activates the TV, and chooses a present on her Roku. This present makes use of the identical IP handle as her laptop. Are you able to guess what advert pops up earlier than her TV present? A Macy’s advert. Impressed, our shoe lover grabs her cell phone and pulls the set off on the footwear she was eyeballing. And because of the interconnected knowledge at play, Macy’s is aware of precisely attribute her shoe buy with no guesswork required.

The lesson right here is that this: The important thing to getting OTT promoting to be just right for you is to grasp it is only one facet of your buyer journey by internet and cell visitors.

You need to use machine identifiers, web site retargeting, and IP handle focusing on to attach TV visitors with on-line advertising efforts. Correct attribution and focusing on at the moment are potential, which assist run environment friendly campaigns on smaller budgets.

“We’re seeing that it [CTV] is a complement on high of these core, environment friendly channels like search. It’s fascinating to see these work collectively and, in idea, the extra that you just’re promoting on CTV, it’s actually going to immediate individuals to take the subsequent step and seek for your model on a cell atmosphere.”

— Bridget Corridor, Director, Planning at M&C Saatchi Efficiency 

Get arrange for fulfillment

Right here are some things to bear in mind as you construct out a CTV or OTT advertising technique. 

Measurement and attribution 

Your OTT advertising technique is simply good if it will probably have credible measurement. With out correct measurement throughout units, platforms, channels, and media, it’s laborious to run and handle omni-channel campaigns. When you’ve got cross-device attribution visibility, you’re capable of get probably the most correct stage of attribution as a result of you understand all of the totally different channels that individuals got here from.

“A part of getting attribution proper in CTV inside a family is understanding all of the totally different contact factors they’ve inside the family. So should you’re not specializing in e-mail as a channel, SMS push notifications as a channel, desktop video games or functions as a channel, web sites as a channel, you gained’t see the entire image.”

— James Boone, Sr. Gross sales Engineer at Department

One final large factor to consider when beginning a CTV marketing campaign is configuring the suitable occasions to trace within the app. Tracked occasions are extremely essential and ought to be correctly carried out. In any case, you may’t handle or optimize what you don’t measure. 

Advert artistic

There aren’t any “unintended clicks” in OTT. This implies your viewers must be very motivated by your proposition to take motion. The promoting must be compelling. 

Listed below are a number of greatest practices: 

  1. Don’t take an idea you’ve been operating on-line and attempt to make it match right into a TV atmosphere. They’re two vastly totally different mediums.
  2. Make your advert artistic extra content-driven and entertaining. It doesn’t have to be a tough promote, however to get customers to the app, your advert artistic ought to be clear about their subsequent step. Suppose: emblem presence, a QR code, or app retailer logos. 
  3. Create totally different storylines and check totally different video lengths. The digital A/B testing technique mindset may apply to TV.
  4. Create a stable naming technique in your creatives and embrace these names within the attribute. That approach, down the street, you may simply categorize the artistic and splice the information into totally different views. For instance, you may categorize by particular target market or by viewers who watched particular genres or classes of content material. 


There’s a false impression that, to get a big presence, OTT and CTV promoting is costlier. Actually, campaigns aren’t costly if the ROI is optimistic. You simply have to grasp the funding and metrics first. Then do a small check to see if programmatic TV works for you. Suppose outdoors the field and experiment whereas additionally being aware about totally different placements and marketing campaign variations.

“With the suitable measurement, you may rapidly determine profitable channels and profitable placements after which from there, scale. However what’s secret’s that you’ve to have the ability to set the suitable targets and know the milestones you’re making an attempt to hit. Tactically, check small, check usually, check many various occasions and many various methods to see what works after which scale when you’ve discovered that secret sauce in your model.”

— James Boone, Sr. Gross sales Engineer at Department

When you choose a companion to construct out, check, and launch CTV campaigns, consider a programmatic companion’s capacity to succeed in the target market and to measure success. View-through attribution is important as a result of streaming will not be a clickable atmosphere, so when organising campaigns, focus on the lookback window you need to analyze. You’ll be able to check totally different home windows and even run a check with two CTV distributors facet by facet to get a comparability level. It’ll offer you a greater understanding of how sure metrics are impacted and the way they are often optimized. The one level of warning is that frequency monitoring is a problem. For those who run 5 to 6 platforms into CTV stock, it makes it a lot tougher to manage what number of occasions your customers are uncovered to an advert. 

“It’ll be an experiment within the subsequent two or three years to determine, is it QR codes? Is it one thing else? How do you acknowledge and get extra participation? And would somebody need that once they’re seeing an advert in that TV atmosphere?”

— Bridget Corridor, Director, Planning at M&C Saatchi Efficiency


Privateness modifications have been wreaking havoc on cell advertising for years, however streaming supplies some respite to the upheaval. There’s an enormous alternative to focus on audiences on streaming that’s changing into much less obtainable on cell units.

“The most important privateness change out there is the Apple iOS, however inside the CTV house, the idea of  ‘Apple’ actually doesn’t actually exist, in order that’s why individuals have migrated to this house due to privateness modifications.”

— James Boone, Sr. Gross sales Engineer at Department

What’s subsequent for programmatic?

Streaming publishers have introduced a number of very thrilling evolutions in 2022:

  • Extra interactive advert models are coming. For instance, YouTube might be pushing CTV advert models to cell or customized artistic. This implies while you’re working with a 3rd get together, you may allow viewers to select their very own ending to a industrial. 
  • Disney and Netflix introduced ad-supported video on-demand (AVOD) tiers are coming. This implies the stock obtainable to entrepreneurs will vastly develop. It would even result in sequential messaging.
  • First-party knowledge could be utilized to Roku’s OneView, for instance, to seek out audiences on totally different networks and streaming environments. The power to deliver first-party knowledge to the desk is sort of a novel functionality and benefit.
  • NBCUniversal (NBCU) is rolling out a programmatic advert portal. This implies unique entry for Peacock viewers and the power to serve adverts throughout NBCU’s total portfolio of TV and digital properties. Additionally, this alerts that CTV might be geared towards efficiency entrepreneurs as a result of CTV suppliers are touting the power to work with cell measurement companions (MMPs) for visibility into downstream metrics and to optimize for cell KPIs and acquisition KPIs.

“What this means to me is that increasingly more CTV advertiser companions have executed their greatest to come back to {the marketplace} with a proposition that’s geared towards advertisers who have to drive CPA, environment friendly installs, and promoting capabilities actually geared towards efficiency entrepreneurs and that’s actually advanced over the previous 12 months or two.”

— Bridget Corridor, Director, Planning at M&C Saatchi Efficiency

Wish to be taught extra about the way forward for streaming promoting? Take a look at the webinar: The right way to Efficiently Incorporate OTT/CTV in Advertising Campaigns

Department supplies the trade’s main cell linking and measurement platforms, providing options that unify consumer expertise and attribution throughout units and channels. Department has been chosen by over 100,000 apps since 2014 together with Adobe, BuzzFeed, Yelp, and lots of extra, enhancing experiences for greater than 3 billion month-to-month customers throughout the globe. Be taught extra about Department or contact gross sales at present.


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