OTT & CTV Ad’s Role in Digital Media Mix

With audiences shifting from traditional TV sets to smart TVs, tablets, and smartphones, it’s crucial for brands to adapt their digital media mix. Incorporating OTT and CTV advertising strategies is not just a choice but a necessity to reach viewers where they spend the most time.

These formats provide targeted, measurable, and highly interactive streaming TV commercials, allowing you to extend your reach, boost campaign performance, and connect with audiences that traditional channels can’t reach.

Why Should OTT and CTV Be in Your Advertising Mix?

CTV and OTT ads are essential in every compelling digital media mix. These channels offer:

• Sophisticated targeting: Reach audiences based on demographics, interests, and viewing habits.
• Premium placements: Advertise on top streaming channels such as Hulu, Roku, and Amazon Fire TV.
• High engagement: Connected TV ads are typically non-skippable, resulting in higher completion rates.
• Quantifiable results: Real-time measurement helps tailor your connected TV advertising for increased ROI.

U.S. CTV ad spending is projected to reach $33.35 billion in 2025, with 63% of marketers reporting more precise audience targeting and up to 49% higher conversion rates when combining CTV with other digital channels. This shift shows that brands are moving budgets to these high-performing channels.

How OTT/CTV Augments Search, Social, and Display Advertising

OTT and CTV ads don’t exist in a vacuum, they amplify your current campaigns throughout the digital media landscape.

• Broader reach: Connect with audiences not engaged on traditional or social platforms.
• Consistent messaging: Reinforce your brand message across streaming TV ads, displays, and social media.
• Cross-platform re-targeting: Re-target viewers using data from OTT and CTV with display or social ads.
• Unified reporting: Measure the effect of your connected TV advertising strategy alongside other digital activities.

Example: A viewer notices your CTV ad while streaming their favorite show. Later, they see your re-targeted display ad online, leading them to your site and purchase. This seamless experience increases conversion rates and brand recall..

Reaching Cord-Cutters and Light TV Viewers

Traditional TV’s audience is shrinking. Millions have “cut the cord,” swapping cable or satellite TV for streaming services. OTT and CTV advertising are the ways to access these premium viewers.

• Cord-cutters: Consumers who have dropped cable or satellite TV.
• Cord-Nevers: Younger viewers who have never had traditional TV.
• Light TV viewers: Viewers who watch little live TV but stream frequently.

OTT and CTV advertising strategy ensures your TV message reaches these viewers. The majority of U.S. households now have a TV set connected to the internet, making this an enormous opportunity to reach streaming-first consumers.

How OTT and CTV Fit into Full-Funnel Strategies

OTT and CTV advertising are not limited to branding. These platforms play a crucial role at each step of the funnel:

• Top-of-funnel: Streaming TV commercials expose your brand to new viewers.
• Mid-funnel: Connected TV advertising strategy leverages data to personalize follow-up messaging.
• Bottom-of-funnel: Retargeting viewers who saw your ads but haven’t converted yet.

Example: A fitness company runs an OTT campaign to build awareness. Viewers who see the ad are re-targeted with exclusive offers on social media, leading to increased sign-ups and sales.

Re-targeting and Attribution Across Channels

One of the most significant benefits of OTT and CTV advertising is sophisticated re-targeting and attribution.

• Cross-device re-targeting: Track viewers from their TVs to their smartphones or laptops.
• In-depth attribution: See how streaming television ads drive website visits, app downloads, and purchases.
• Optimized spend: Use real-time data to optimize your connected TV ad spend for maximum impact.

OTT and CTV in Action: Integrated Campaign Example

Here’s how an integrated OTT and CTV marketing strategy plays out in real life:

1. Activate streaming TV commercials on a streaming channel to reach your target audience.
2. Re-target ad viewers with display and social ads across the web.
3. Employ a connected TV advertising strategy to track engagement and optimize creative in real-time.
4. Measure results and fine-tune your digital media mix for even better performance.

Is Your Media Mix Missing Streaming?

Many brands still underestimate the power of streaming TV commercials in their digital media plans. If your campaigns lack OTT and CTV advertising, you may be sacrificing reach and revenue.

• Close the gaps: Reach audiences that traditional TV and digital channels miss.
• Future-proof your strategy: Streaming will only increase, particularly among younger audiences.
• Professional media planning: Outsourcing your connected TV ad strategy to experts such as New Path Digital ensures you get the best placements, targeting, and optimization.

Effective media planning and buying require expertise and access to a premium inventory. New Path Digital offers years of experience, advanced tools, and strong relationships with leading streaming platforms. They help translate to better outcomes and less hassle for your team.

This blog was last updated on 6 months ago by Siliveru Rakesh