Picture this: You’re sitting at your desk, reviewing last quarter’s marketing results. The numbers aren’t bad, but they’re not where you want them to be either. You’ve built a solid reputation as a go-to roofer in your community, yet something’s missing. The phone isn’t ringing as much as it used to and your once-reliable leads have started to dry up. You’ve tried the traditional methods like direct mail, print ads, maybe even some radio spots, but the returns just aren’t what they used to be. What’s the next step?

Enter OTT advertising.

You’ve probably heard the buzz about streaming services — Netflix, Hulu, YouTube, and how everyone seems to be cutting the cord on traditional cable. But what does that have to do with roofing? More than you might think. OTT, or over-the-top, refers to the way content is delivered to viewers through the internet rather than through traditional TV broadcasting. Essentially, OTT is how people are watching TV these days and OTT advertising is how you can get your business in front of them while they’re doing it.

Let’s say a potential customer is watching their favorite show on Hulu. Instead of fast-forwarding through commercials like they might with recorded cable TV, they’re shown a quick, targeted ad, your ad, right before their show starts. It’s not just any random ad, though. It’s designed specifically for them based on their location, interests and even viewing habits. They’re a homeowner, in need of a new roof and suddenly, there you are, offering exactly what they’re looking for.

That’s the power of OTT advertising. It’s about reaching the right audience at the right time with a message that resonates. And for roofers like you, it’s an untapped opportunity to grow your business in ways that traditional advertising simply can’t match.

But, let’s break it down further. How exactly can OTT advertising transform your roofer marketing strategy and what steps do you need to take to make it work? Let’s dive in.

Why OTT advertising matters for roofers

Let’s be honest, roofing isn’t the most glamorous industry. It’s not like selling sports cars or fashion. But here’s the thing: Almost everyone needs a roof and when they do, they’re willing to pay for quality. The challenge is getting your business in front of those potential customers at the right moment. That’s where OTT advertising comes into play.

OTT ads are highly targeted. Unlike traditional TV ads that blanket an entire audience, OTT ads can zero in on specific demographics, locations and even behaviors. If you know that most of your roofing jobs come from suburban homeowners aged 35-55, OTT advertising can target that exact group. This means your advertising dollars are spent more efficiently, reaching the people most likely to need your services.

Understanding the basics of OTT advertising

Before diving in, let’s break down the basics of OTT advertising so you can see why it’s worth your time.

Targeting capabilities: One of the main reasons OTT is so powerful is its ability to target specific audiences. You can customize who sees your ad based on factors like age, income, location, interests and even the type of device they’re using. For instance, if your business thrives in high-income neighborhoods, you can direct your ads to stream to people in those areas only.

Ad formats: OTT advertising isn’t limited to one type of ad. You’ve got pre-roll ads that play before a video starts, mid-roll ads that show up during content (like a commercial break) and post-roll ads that appear after the video ends. You can also get creative with interactive ads that allow viewers to click through to your website directly.

Measurable results: One of the biggest advantages of OTT advertising is the ability to track and measure performance in real time. Unlike a billboard or radio spot where you hope people notice, OTT ads come with detailed analytics. You can see who watched your ad, how long they watched, if they clicked through to your website and more. This data lets you tweak your campaigns for better performance.

Crafting your OTT ad strategy

Now that you know the basics, let’s talk about how to craft an OTT ad strategy that works for your roofing business.

Know your audience

Before anything else, you need to understand who your ideal customers are. Think about your past clients: Where do they live? What’s their income level? What kind of homes do they have? The more you know, the better you can target your OTT ads.

For example, if you specialize in roofing for older homes, your target audience might be homeowners in historic districts who value craftsmanship over price. Or maybe your focus is on energy-efficient roofing, so you target environmentally conscious homeowners.

Choose the right platform

Not all OTT platforms are created equal. While major players like Hulu or YouTube might be a good fit for broad campaigns, there are also niche platforms that might cater more directly to your audience. Explore platforms that align with your target demographic. For instance, if you’re targeting younger, tech-savvy homeowners, platforms like Roku or Amazon Fire TV might be ideal.

Create engaging content

Here’s where you get to be creative. Your ad needs to stand out, but it also needs to be relatable. Think about what your customers care about, such as safety, quality, and durability and speak to those concerns in your ad. Show real-life examples of your work, include testimonials or even demonstrate the roofing process. Remember, storytelling is powerful. Instead of just listing your services, tell a story about how your roofing helped a family feel safe during a storm or increased a home’s value.

Test and optimize

Once your ad is live, the work doesn’t stop. Use the analytics tools available through your OTT platform to track performance. Are people watching your ad all the way through? Are they clicking through to your website? Use this data to adjust your targeting, messaging and even ad placement. The beauty of OTT advertising is that it’s flexible, if something’s not working, you can change it.

Hypothetical case study: Roofing with a twist

Let’s say you own a roofing company in Austin, Texas. You’ve done well with traditional marketing, but you’re curious about reaching a new, younger audience. You decide to run an OTT campaign targeting homeowners aged 30-45 who are streaming content on Hulu.

You create a series of ads showing off your modern roofing options, including energy-efficient materials that are perfect for the hot Texas climate. The ads feature testimonials from local clients and highlight a recent job you did on a historic home in Austin. The campaign runs for a month and by the end, you’ve seen a 20% increase in traffic to your website, with several new leads specifically mentioning the OTT ads.

This is just one example of how OTT advertising can work for roofers. By targeting the right audience with a message that resonates, you’re not just increasing brand awareness, you’re driving real results.

Why OTT advertising is the future for roofers

The roofing industry might not seem like the obvious fit for high-tech advertising, but that’s exactly why OTT is such a game-changer. As more people cut the cord and shift to streaming, traditional advertising channels are becoming less effective. By embracing OTT advertising, you’re not just keeping up with the times — you’re getting ahead of the competition.

Think of OTT as the next frontier in roofing marketing. It’s an opportunity to reach customers where they are, on the devices they’re using every day. Whether you’re looking to grow your business or just stay top of mind with your existing customer base, OTT advertising offers a powerful, targeted way to do just that.

So, are you ready to take your roofing business to the next level? Dive into OTT advertising and see the difference it can make. The roofs you build last for decades, why not ensure your business does too? Learn more and sign up for your free trial.