Over-the-Top, or OTT, is a reference to how web-based video is delivered — without a set-top box. Streaming services such as Netflix, Hulu, Amazon, Roku, Vudu and others now deliver video content into a majority of the homes in the U.S.
What began as a way for consumers to watch a movie studio’s back catalog is quickly becoming the way vast audiences of consumers choose to stream their TV content … and even live programming! As these viewers (our customers) “cut the cord” and leave cable, satellite and other traditional pay TV viewing, it becomes vital for us to leverage OTT advertising to keep our relevant messages in front of our most relevant customers.
Let’s consider some research to help us understand how important this avenue of advertising has become:
- OTT Viewers. Recent studies show that by end of 2019 there were over 205 million OTT users in the U.S., compared to 188 million traditional pay TV users. (Source: eMarketer)
- U.S. Households. Sixty-four million U.S. homes use OTT, which is over half of the homes in the nation. The average home viewed 86 hours of OTT content within a month. (Source: ComScore)
- Ad-Supported OTT. Of consumers those that use OTT, 73 percent confirm they have watched ad-supported OTT. (Source: IAB)
- Co-Viewing Value. Ninety-three percent of the time there are multiple people in the room when viewers stream content on their connected TVs. (Source: IAB)
- Major Impact that OTT Provides Advertisers: (Source: Magna Global)
* 19 percent higher perception that a brand is innovative
* 32 percent better perception that a brand has a unique story to tell
* 67 percent more effective at driving purchase intent per exposure
What’s more, streaming users have grown across various consumer segments over the last two years, with over 41.1 million appliance and home furnishings shoppers now streaming video in a given week. And, according to Simmons National Consumer Survey, appliance, consumer tech and home furnishings shoppers are 33 percent more likely to be motivated by video advertisements, prompting a purchase. Here’s the breakdown:
- Major Appliances Shoppers +37 percent
- Furniture & Mattress Shoppers +48 percent
- ElectronicsShoppers +25 percent
The numbers don’t lie. OTT advertising is relevant today and the number of users will continue to grow. It’s estimated that six people are cutting the cord every minute! This form of advertising is an important tool for anyone’s media belt, and the program that AVB Marketing has put together for BrandSource members is second-to-none.
You may be wondering “Where can I deliver my ads?” or “How I can target customers in my markets, specifically those in the market for my products?” I’ll be discussing those OTT topics and more in future articles.
Can’t wait to learn more? Feel free to reach out to me directly at Dan.Evans@avb.net.
Who the Heck Am I?
First, let me begin with why I am sharing this information with you and why it couldn’t hurt to listen. I am the Department Manager for Social & Content at AVB Marketing. Not only do I lead the group’s efforts on social and blogs, I do this in my free time as well. As a food blogger, I have amassed followings of 135,000 on YouTube, 80,000 on Facebook and 69,000 on Twitter. I used to manage social for the Discovery Channel and I am here to help every AVB member reach their digital marketing potential on both social and content.
Effective Social Media for Brands
Here’s the thing – not all social media channels survive. I mean, even Google, the Internet powerhouse, has had more than a few homegrown social media networks crumble and fail. Let’s all pour out a forty for Google+. That said, you should be active on social media channels that:
- It is important to understand what BERT doesn’t mean and what myths are flying around.
- This update confirms the efforts of businesses that have focused on high-performing content.
For example, it makes no sense to be on YouTube unless you have a strong visual story that can only be conveyed through video. Social media is about extending the personality and nuance of your brand and business in a way that is channel appropriate. Watch other brands that are similar to yours and see what their content is, and more importantly, whether it is succeeding. Does it have a decent amount of views? This is important, but what you are really looking for is engagement. Do people like and comment on the videos? Do this for any channel you wish to participate in.
Second and probably most important, you shouldn’t invest time in anything you cannot do well, and that is especially true when it comes to social media. You must find the balance between your brand messaging and channel-appropriate content. The efforts you make for print ads, radio, Google search and display ads, and Facebook ads (kinda) rarely translate to organic social. Those channels are much farther down the funnel than social media.
You are developing a relationship with potential customers that are outside of the purchase cycle. For example, Facebook polls, memes and funny videos are a great way to extend and grow your brand. Product shots are not.
Here is another way to think about it: When you open Facebook, Instagram, Twitter, Pinterest, or any other social channel, why are you doing that? It’s probably not to look at photos of a dishwasher. Keep that in mind and you will succeed on social.
Remember, your brand has a personality, just like you, so let that shine! Only focus on channels you have the time to master and you will build a following. Don’t let the number of likes, shares and comments discourage you. We all start somewhere.
I began my social media efforts in 2008 and, hey, now Chrissy Teigen follows me on Twitter. If I can do this, so can you!