A Lawyer’s Guide to OTT Advertising
Back in the day, when you wanted to catch your favorite show, you had to watch it when it aired — or set up your VCR, and later your DVR, to record it. Many of us even had to get up to change the channel!
Television has changed a lot since then. You don’t even have to watch it on an actual TV anymore! Thanks to streaming, we can now watch almost any show any time we want — and on many different devices.
By 2024, streaming platforms are estimated to have 210 million subscribers (Nielsen). With so many people watching and subscribing, Digital TV or OTT (over-the-top) services, like Hulu, Netflix and Disney+, have not only changed the game for TV and movie fans but also for law firm advertising.
What is OTT advertising?
OTT stands for “over the top,” named so because OTT services bypass broadcast television providers, which have traditionally held total control over media distribution.
This gives OTT advertisers the ability to make direct connections with their audience, without the need to plan for pre-planned broadcasting schedules.
The benefits of OTT advertising
Target the right audience
Not everyone is going to connect with your message, want your product or need your services. With OTT advertising, you don’t have to waste your ad budget by advertising to everyone.
Unlike traditional TV ads, OTT ads can be targeted to a very specific audience, like homeowners who make at least $100k a year and live in a single ZIP code.
Get guaranteed views
There are a lot of ways to get around most ads these days. On broadcast TV, a viewer can simply turn the channel. Online, a user can install an ad-blocker or close the browser window.
But for people streaming video, it’s a different story. Subscribers that don’t pay for ad-free services can’t skip or fast forward through ads. With OTT advertising, you’re investing in ads that you know will actually be viewed.
Access analytics to increase your ROI
When it comes to digital advertising, rarely do advertisers knock it out of the park on their first try. Usually, for an ad to be its most effective, it needs to be fine-tuned and perfected, based on what’s working and what’s not.
OTT advertising combines the power of traditional TV advertising — which is memorable and provides an emotional connection — with the power of digital advertising — which offers pinpoint targeting and detailed analytics.
With OTT advertising, you’ll have the data you need to make your ads as effective as possible and maximize your ROI.
Integrate OTT advertising with your overall strategy
Most marketing and advertising channels work well on their own, but they tend to work best when you combine them with your other strategies and objectives. OTT advertising is no different.
Once a user has seen your OTT ad, you can keep reconnecting by re-targeting them through social media, your website, search engines and even more OTT ads. OTT ads help to bring more high-quality leads into your advertising ecosystem.
For more information about how OTT and Digital TV ads can help your firm, contact Marketing 360® today for a free consultation.
This content is advertising.
