10 Tips for Creating Better OTT Ads
February 22, 2023
If you’re a small business owner, you’ve probably heard of over-the-top (OTT) advertising. It’s quickly becoming one of the most popular ways for small businesses to reach their target audience and increase their visibility.
In this blog post, we’ll discuss what OTT advertising is and how small businesses can benefit from using it. We’ll also provide 10 tips for creating better OTT Ads.
So, what is OTT advertising?
OTT advertising is a form of digital advertising that uses streaming services, such as Hulu, Netflix and Amazon Prime Video, to deliver ads to viewers. With OTT, advertisers are able to target specific audiences based on their preferences, interests and behaviors.
OTT ads are typically delivered in the form of video, audio or interactive ads and are highly targeted, which makes them more effective than traditional television or radio ads.
Why Should Small Businesses Use OTT Advertising?
OTT advertising is a great way for small businesses to reach their target audience. Here are some of the benefits of using OTT advertising:
- Reach your target audience – OTT allows you to target specific audiences, so you can be sure you’re reaching the people who are most likely to buy your products or services.
- It’s cost-effective – OTT advertising is typically much more affordable than traditional television or radio advertising.
- Get measurable results – With OTT, you can track the results of your campaigns and adjust your strategy accordingly.
Now that you know what OTT advertising is and why small businesses should use it, let’s look at 10 tips for creating better OTT ads:
#1. Get to know your target audience
Like with any type of digital advertising, you’ll get more out of OTT advertising if you know who you’re trying to reach with your ads.
Ask yourself who you’re targeting. What age group are they in? What are their interests? What devices are they using? Where do they live, work or play?
Once you have a clear understanding of your target audience, you can create ads that are tailored to their needs and interests. Not only that, but you’ll also have the know-how to get your ads in front of the right leads.
#2. Keep your message clear and concise
One of the biggest benefits of OTT ads is that most of them are unskippable. However, that doesn’t mean that you should let your message meander. Keep your message clear and concise so that viewers get the main point within the first few seconds.
Also, keep in mind that most OTT ads are just 15 to 30 seconds long. That means that you have to be very selective about the information that you include. Focus on the main message and make sure it’s communicated quickly and effectively.
#3. Use high-quality visuals
High-quality visuals are essential for OTT ads. They’re one of the most important elements of an effective ad, and they can make or break the success of your campaign.
Make sure to use high-resolution images and videos that are optimized for the devices and platforms where you’re running your ads. Also, don’t forget to include visuals that are relevant to your message.
#4. Format your video for multiple devices
OTT ads are typically watched on TVs, smartphones and tablets. That’s why it’s important to make sure that your video is formatted for multiple devices.
This means that you should adjust the aspect ratio and resolution of your video to ensure that it looks great on all devices. You should also consider adding subtitles or closed captions to your video to ensure that it’s accessible to viewers who are watching muted on their phones.
#5. Use your ad to tell a story
Stories are a powerful tool when it comes to advertising. People seek out stories and connect with them. That’s why it’s important to use your OTT ad to tell a story.
Think about how you can use the emotions of your target audience to tell a story that resonates with them. Whether it’s a story of transformation, success, failure or something else, make sure to use it to capture the attention of your viewers and make your message memorable.
Keep your narrative cohesive and make sure that you keep your existing branding in mind. But, don’t be afraid to get creative and think outside of the box.
#6. Focus on a single CTA
When it comes to OTT ads, it’s important to focus on a single call-to-action (CTA). This ensures that viewers know exactly what you want them to do.
Whether it’s to visit your website, sign up for your newsletter, download an app or make a purchase, make sure that your CTA is clear and concise.
#7. Take advantage of advanced targeting capabilities
OTT advertising offers advanced targeting capabilities that allow you to target your ads to specific audiences with pinpoint precision, ensuring your ads get seen by the right people.
For instance, you can target viewers based on their interests and behaviors, or target ads to viewers who have already interacted with your brand. You can also target leads by location.
This allows you to create highly targeted and effective ads that are tailored to the needs and interests of your target audience.
#8. A/B test your OTT ads
A/B testing is an essential part of any digital advertising campaign. It allows you to test different versions of your ads to see which performs best.
With OTT advertising, you can A/B test different versions of your ads to see which ones have the greatest impact. This includes testing different visuals, messages, CTAs and targeting parameters.
By A/B testing your OTT ads, you can ensure you’re investing your budget in the most effective version of your ad.
#9. Get your ad frequency right
Ad frequency is the number of times viewers see your ad. It’s important to get the frequency right if you want to maximize the effectiveness of your ad.
If your ad frequency is too low, viewers may forget your message before they have a chance to take action. If it’s too high, viewers may get tired of seeing your ads, which could lead to ad fatigue and a decrease in conversions.
When it comes to ad frequency for OTT ads, the best practice is to show your ad two to three times per week.
#10. Track your results and adjust your strategy
As with any type of digital advertising, it’s important to track the results of your OTT campaigns and adjust your strategy accordingly.
Fortunately, most OTT platforms, like the Marketing 360® Ads app, provide detailed analytics that allow you to track the performance of your campaigns. Take advantage of these analytics to determine which parts of your ad are working and which aren’t.
Once you’ve identified which elements are working, you can adjust your strategy to get the most out of your campaigns.
There you have it – 10 tips for creating better OTT ads for small businesses. By following these tips, you’ll be well on your way to creating effective OTT campaigns that will help you reach your target audience and increase your visibility.
From Ad Specialists who can help you create effective OTT advertising campaigns to the Ads app, where you can monitor your performance, Marketing 360 has everything you need to make the most of OTT advertising for your business.
Get Plans and Pricing Below
Get the know-how to get ahead
Get business, marketing and sales tips written by experienced industry practitioners. 100% free. Cancel anytime.