Original Content Rocks Typical OTT Advertising Strategy
If you’re asking “what is OTT,” well folks – you already know. OTT, or Over-the-Top platforms stream content across the internet, rather than traditional cable channels.
Yes, we’re talking Netflix, Hulu, Max, Disney+. We all have our fav platform where we binge the latest content, or a platform that makes our favorite content in-house. Over the last decade, original content on OTT platforms has slowly outpaced all other viewership and changed the advertising landscape of TV.
For advertisers, this shift presents both exciting opportunities and significant challenges. Let’s talk how original content influences OTT advertising effectiveness and why it matters. Hint: it’s money and ad effectiveness.
Is original content really THAT important?
OTT platforms’ battle for original content is heating up, with giants like Netflix, Amazon Prime, and Disney+ leading the charge. Check the charts and it’s likely that the majority of streams are coming from unique, copyrighted, in-house content.
There’s good reason for the millions of dollars invested into original content every year, and it all revolves around the viewer. Original content has a unique ability to attract audiences and keep them hooked. If you are the only platform to create a show, people are terrified to miss out. It’s the beating heart of what makes advertising work: FOMO.
The frantic attention to exclusive content increases the chances of viewers noticing and responding to ads. Think about “Stranger Things.” How much merch have you seen? TikTok ads? Netflix, owning the entire show, then acts as it’s own marketing team and can simultaneously garner brand demand and collect third-party ad revenue. Which brings us to our next point…. money.
Marketing runs on data, and whoever owns it
Such as in life, ownership is everything. When an OTT platform owns content outright, there’s flexibility across the board.
Original content gives advertisers the flexibility to place as per the demand. From pre-roll ads, billboards, bastardizations of characters: advertisers can experiment without worrying about a lawsuit. Prime’s show “The Marvelous Mrs. Maisel,” experimented with different ad formats including Maisel Day.
The experimentation data is immediately available to ad teams who can extract that data for more refined and well-planned ad opportunities also advertisers can create campaigns that are more deeply connected with their target demographics. Hulu’s original series “The Handmaid’s Tale” generated so much viewership data that led to target ads related to women’s health, empowerment or the areas that align with the show theme according to the audience’s interests.
Ads that are impactful and original often generate buzz and conversation. Viewers are more likely to remember ads that are original and more relatable to their pain point. Ads that are placed alongside popular content can benefit from increased recall and engagement.
How to advertise on OTT platforms- the right way
As the demand for original content on OTT is increasing, advertisers must change their strategy. Here are some tips to follow-
Align ads with content themes: Ensure that your ads are relevant to the themes and audience of the original content. This alignment increases the likelihood of resonance and engagement.
Utilize data-driven targeting: Take advantage of viewer data provided by OTT platforms to create highly targeted ad campaigns. Personalization based on viewer preferences can drive better results.
Experiment with ad formats: Test various ad placements and formats within original content to find what works best for your brand. Flexibility and experimentation can lead to more effective campaigns.
Monitor and adapt: Continuously track the performance of your ads and adapt your strategy based on what’s working. The dynamic nature of OTT platforms requires ongoing optimization.
Build partnerships with platforms: Collaborate with OTT platforms to gain insights and access to exclusive advertising opportunities. Strong relationships can provide additional advantages and opportunities.
As we are witnessing the impact of original content on OTT platforms, it is becoming a game-changer for advertisers. The battle of putting exclusive content is only getting stronger, and with-it new opportunities are opening for advertisers to connect with the audience in a meaningful way. For advertisers, this is a golden opportunity to get creative and adapt their strategies to make the most of these powerful benefits.
Cut the chase
Original content on OTT platforms is revolutionizing how advertisers connect with their potential audience. By aligning precise targeting, new ad formats, high-quality content, compelling stories, brands can leave a long-lasting image.
