In a world where marketing options are continually expanding, it’s easy for contractors to overlook some of the more innovative strategies. After all, the traditional routes—billboards, flyers, radio spots—have worked for years. However, as more homeowners and business owners shift to digital-first behaviors, it’s crucial for contractors to consider newer platforms that can truly elevate their marketing game. Enter over-the-top (OTT) advertising.

OTT advertising, a term that might sound like a techy buzzword at first, is something every contractor should have on their radar. In this article, we’ll dive into why OTT is not just a passing trend but a powerful tool that can transform how contractors reach their target audience.

What is OTT advertising?

Before we get into the “why” behind OTT advertising, let’s break down what it actually is. Simply put, OTT advertising refers to ads served to viewers via streaming platforms. These platforms deliver content over without requiring a traditional cable or satellite connection. Think services like Hulu, Roku, YouTube TV and Amazon Prime. When you watch a show or a movie and see an ad pop up, that’s OTT advertising in action.

This form of advertising is increasingly popular with audiences, including homeowners and business owners. A staggering number of people—especially millennials and Gen Z are cutting the cable cord, opting instead for streaming services. 

OTT advertising: A game-changer for contractors

As a contractor, you’re likely familiar with the challenge of getting your message in front of the right people at the right time. Traditional methods often have a limited reach or fail to target specific audiences. OTT advertising, however, provides an opportunity to target highly specific groups of people based on their viewing habits, interests and even geographical location. The power of this hyper-targeting can make your marketing efforts more efficient and cost-effective.

Imagine you’re a roofing contractor in Denver. Instead of running a general TV ad during a prime-time slot, where your message might only resonate with a fraction of the audience, you could run an OTT ad during a show about home improvement or in the midst of a DIY renovation stream. Your ad would be shown specifically to viewers who are interested in the topics you’re covering, people who are likely to need your services.

Not only does this boost your ad relevance, but it also means you’re not wasting money on irrelevant impressions. Instead, every dollar spent is going toward reaching potential customers who are more likely to convert into actual leads.

How OTT advertising works for contractors

Now that we know what OTT advertising is, let’s dive into how it works in the context of contractor marketing.

• Targeting: One of the biggest advantages of OTT advertising is the precision with which you can target your audience. With traditional media, like TV and radio, the best you can do is guess who is watching and listening. But with OTT, you can target based on data. Want to focus on homeowners aged 35-50 who watch home improvement shows? That’s totally possible with OTT platforms.
• Cost-efficiency: Compared to traditional TV advertising, OTT is often more affordable. You won’t need to worry about paying for prime-time slots that cost a fortune. Streaming services offer flexibility in terms of pricing and ad placement, making it easier for contractors to control their budgets and get the most bang for their buck.
• Flexibility: OTT ads come in various formats, such as pre-rolls (ads that run before a video), mid-rolls (ads that run during a video) and post-rolls (ads that run after a video). Contractors can choose what fits best for their message and their target audience.
• Engagement: OTT ads are more interactive than traditional ads. Many platforms allow viewers to take action immediately, such as visiting your website or calling your business directly. For a contractor, this means you can turn a casual viewer into a lead right then and there.
• Tracking and analytics: With OTT, you’re not flying blind. You can track the effectiveness of your campaigns in real-time. Analytics help you see which ads are performing well and which ones need tweaking. This data-driven approach allows contractors to adjust their strategies for optimal results.

The audience is already there—are you?

One of the main reasons contractors should consider OTT advertising is the sheer volume of people already consuming content on these platforms. As we mentioned earlier, more and more people are ditching traditional TV for streaming services. This shift is particularly noticeable among younger generations. But even beyond millennials and Gen Z, older generations are embracing streaming. 

For contractors, this represents an untapped opportunity. Let’s say you’re a kitchen remodeler in a mid-sized city. In the past, your marketing options were limited to local TV channels or print ads. Now, you can target an audience that’s actively engaging with content about design trends, home renovation or cooking. These people are likely to be in the market for home improvement services, making your OTT ads incredibly relevant.

Moreover, streaming services like Roku, Hulu and YouTube offer vast reach, meaning contractors aren’t restricted to one specific geographic area. You can target clients across regions, especially if your business has expanded or plans to expand.

Overcoming the challenges

Of course, like any marketing strategy, OTT advertising isn’t without its challenges. For one, it requires content creation that fits the platform. An ad that works well on traditional TV may need to be reworked for OTT. For instance, OTT ads often need to be shorter and punchier to hold the viewer’s attention, considering they are watching on their own schedule, not during a designated TV slot.

Additionally, there’s the potential challenge of ad fatigue. As more businesses turn to OTT advertising, the platform may become more crowded. However, by keeping your content fresh and engaging, you can stand out from the competition.

Why contractors can’t afford to ignore OTT

Let’s face it, if you’re not paying attention to OTT advertising, you’re missing out on a powerful tool to reach your ideal customers. The landscape is changing rapidly and contractors who embrace OTT early on will have a significant edge over their competitors. Whether it’s the ability to hyper-target your audience, the cost-effectiveness or the flexibility in ad formats, OTT advertising presents an opportunity too good to pass up.

The home improvement industry is booming and as more people turn to streaming services for entertainment, contractors need to be where the audience is. By incorporating OTT advertising into your marketing strategy, you’ll position yourself to take full advantage of this digital shift.

As homeowners increasingly rely on streaming platforms to learn about home improvement trends and search for services, your next big lead might just be a click away. Don’t get left behind—embrace OTT and watch your business grow. Learn more and sign up for your free trial.