OTT advertising, or over-the-top advertising, refers to the delivery of ads via streaming media services that are directly offered to viewers over the internet, bypassing traditional cable, broadcast, and satellite TV platforms. OTT ads are delivered to viewers within video content, and they offer an opportunity for advertisers to reach new audiences at scale as more viewers lean into streaming video content in lieu of traditional cable and broadcast TV.

OTT advertising works like any direct response campaign for DTC brands, but it adds cross-device delivery and measurement, which means that OTT platforms can track viewers and serve additional ads until conversion. The channel allows media buyers to target precise audience segments and provides advanced measurement capabilities that digital marketers have come to expect. OTT advertising offers advertisers the opportunity to reach specific audience segments viewing content on devices like smart TVs, computers, and mobile devices, providing detailed analytics for measuring effectiveness.

Some benefits of OTT advertising include precise targeting that eliminates waste, boosting engagement by tailoring ads to individual viewer preferences through data analysis, and ensuring brand safety while offering top-tier inventory without fraud. Advertisers can reach their intended audience with accuracy and save money by not wasting impressions on consumers who are not interested.

OTT ads come in different types, including banner ads, overlay ads, and pre-roll ads. With OTT ads, advertisers can take advantage of audience targeting features to ensure that their ads reach the users who are most interested in their products and services.

In summary, OTT advertising is a form of online advertising that takes place on video streaming services and devices, and it offers advertisers the opportunity to reach specific audience segments viewing content on devices like smart TVs, computers, and mobile devices, providing detailed analytics for measuring effectiveness.