OTT/Connected TV and Streaming Audio

OTT/Connected TV and
streaming audio

Over the top, Connected TV and streaming radio. Reach granular audiences via programmatic ad campaigns.

What is it

OTT/CTV & streaming audio

As many consumers “cut the cord,” they’ve moved to streaming TV, Over the Top, Connected TV and streaming radio. Ad campaigns can be targeted to niche audiences on these new “ad networks.”

In detail

Awareness advertising targeted

Over the top devices are Amazon firestick, Google Chromecast, Connected TV is a “smart TV” with all the apps pre-loaded on the TV. Streaming radio refers to channels such as Spotify and Pandora.

The targeting

Aspects include crawling, indexing, rendering and website architecture.

The platforms

This involves optimizing web pages such as content, code, and structure in an effort to make the web page more appealing to searchers.

The tracking & ROI

These tasks involve getting the search engines to understand what consumers think about a website, its products and services. Furthermore to demonstrate the websites authority, trustworthiness and expertise.

Our Process

We reach granular audiences

E-commerce business strategies will vary from brick and mortar locations

Step 1

Research

Know your audience, who’s in your store/on website, apps they use, where they shop, dine, etc.

Step 2

Your Offer

What is your ad offering them? Why should they click/ come in-store?

Step 3

Campaign Launch

Design ads, define target demographics, launch campaign(s).

Location Targeting

Serve ads to specific locations at specific times

60k + apps

Ads served on most popular apps & games

Custom Audiences

Reach specific demographics, genders and ages

What kind of targeting is available?

Over the top Connected TV are the same in that they are both devices to get streaming video services from such as Netflix, Hulu, Amazon and many others. This form of advertising has allowed brands to target their awareness ads in new ways to reach granular audiences with precision.

Traditional awareness ads like linear TV, billboards, radio couldn't be targeted. It was the spray and pray or shotgun approach to advertising in various markets. With the emergence of streaming TV consumers are being targeted in new ways.

IP address targeting is a very common way to reach neighborhoods and specific zip codes and is often used similarly to direct mail.

Location targeting is another very common way to reach specific audiences or consumers. Most of the apps you use on your mobile devices are free. How many people do you know that pay for the apps they use? These apps collect data and sometimes run in the background on your device. The data they collect are things like keyword searches performed, location, where hone and work are, retail stores near you, etc. This data is tied to the phone/ devices IMEI code or the International Mobile Equipment Identity number.

Keyword search targeting is a way to target a device that has searched for a product or service via specific keywords. For instance, shopping for a car online will trigger your IP address and devices to receive ads for cars that you've been shopping for.

Content targeting is a way to serve ads to consumers devices based on websites they've been viewing. If they were viewing sites related to a car accident attorney and multiple different personal injury sites, chances are they need a personal injury attorney.

Geo-fencing and location targeting. Creating invisible fences around locations or events is an effective way to get in front of consumers at an event or trade show. Ads can then be served to these devices for a 30-90 day period after the event has ended.

Cross device matching is a way often utilized to connect to the wi-fi of the consumer. When their mobile device connects to the wi-fi all the other devices in the home receive the same ads as the mobile device.

Hash Tag targeting is yet another way to target groups or communities. Ads are programmed to only be served to specific hash tag followers.

Social listening is a targeting method that is often met with lots of distaste. Have you ever had a conversation with someone and then you start receiving ads for the same thing you were talking about? This is social listening and can be controlled via the apps on your device under settings.

What apps, websites and channels do these ads appear on?

These ads are served on a wide variety of networks and can be served programmaticly. Programmatic refers to ability to serve ads using technology, data and AI to target specific audiences.

Ads can be served in static or video format in a variety of sizes on apps, websites, TV shows/ channels, in bus stations, on billboards or any digital screen.

The technology works on ad exchanges which are platforms buy and place ads in real time at high rates of speed. These ad exchanges have many thousands of bids running through them at any given second. The device/consumer fits the demographic profile of the ad and the ad exchange serves it to that device on whichever app, website or streaming TV show they're watching.

DSPs (Demand Side Platforms) play an integral role in programmatic advertising as they have the advertisers searching for ad space to they pair them with the SSPs (Supply Side Platforms). Together the ads are placed in front of granular audiences.

Think of this channel of advertising of who will my ads be served to rather than what apps, websites and TV shows will my ads be on.

Tracking and ROI?

Traditionally you wouldn't track awareness advertising because who can track phone calls, website visits and emails to a TV commercial, billboard, radio ad, unless of course there was a call tracking number in the ad.

This is referred to as "gray area." The branding and awareness of all the ads creates chains of events and overall more attention to the brand.

Within the OTT/CTV landscape ads can be specifically tracked to determine where they were served, clicks they received and impressions served.

For video ad tracking will cover amount of views the video received as well how how many watched all, half or the full video. Some reports will detail how many watched on mute, how many paused & resumed and how many skips.

Tracking modules consist of Call Tracking numbers, Google Tag Manager and UTM Codes.

These tags and phone numbers allow specific ad sets to be tracked. They're digital tags that track visits to a website or any online property.

Campaigns are often monitored within Google Analytics or similar software to track website traffic to specific pages.

What is the goal of the campaign?

Promote an event?

Get newsletter sign ups?

Sell a product?

Drive visitors to a website?

Ad copy and design have a lot to do with it as well! If you're working with static display ads there's about 1-1.5 lines for ad copy. Your message better be short and sweet! The image or design must relate to the ad copy, you'll need a call to action and branding (colors, fonts,) to design the ad with.

In 2-3 months you'll need another set of ads to avoid ad fatigue and the old designs going stale. This occurs when the ads stop producing clicks, calls, response.

This all plays into the results and ROI.

How does pricing work?

Pricing models vary from agency to agency as well as access to different ad networks.

For this media typical pricing models are CPM (Cost Per Thousand), CPA (Cost Per Acquisition), CPC (Cost Per Click) CPD (Cost Per Day), RPM (Revenue Per Thousand). Make sure your goals and targets align with the pricing model you're buying through or you could end up paying a royal flush!