This webinar, featuring Caroline Allie, Vice President of Media Strategy at C-4 Analytics, tackles the pervasive hype surrounding OTT (Over-The-Top) and CTV (Connected TV) video advertising. When impressions cannot be "clicked," the fundamental question is: How do you really know OTT is being impactful? We dive into the data to prove the effectiveness of this channel when integrated correctly.
It is crucial to distinguish between the delivery method and the device:
OTT (Over-The-Top): The video content delivered via the internet without traditional cable providers (e.g., Roku, Fire TV, Hulu, Peacock).
CTV (Connected TV): The device used to consume the content (e.g., smart TVs, tablets).
Viewership is soaring, with a 65% increase in consumption year-over-year and 80% of U.S. households using at least one CTV device. The fragmented market of providers is excellent for advertisers, offering numerous opportunities to reach consumers.
OTT moves beyond traditional ad delivery due to three core drivers:
Unskippable High-Impact Ads: OTT offers non-skippable 15- or 30-second spots consumed on a large screen in a highly engaged environment.
Advanced Targeting: You can layer the same in-market audiences used on lower-funnel search and social campaigns onto video, ensuring you are not wasting money on non-intenders.
Efficiency: This channel is extremely cost-efficient, sometimes up to 40% less expensive than broadcast television in certain markets.
The power of OTT lies in its integrated approach. Video is an assist conversion designed to build brand awareness and drive intent, which is then captured by search.
Conversion Lift: There is a 52% increase in conversions when a customer is exposed to both search and video. Video drives the brand awareness that makes search campaigns more efficient.
Proof in Metrics: Clients running this strategy see massive results:
Decreased Cost Per Click (CPC): One client saw a 47% decrease in CPC on search campaigns.
Increased Branded Organic Search: Another saw a 40% increase in branded organic searches, a direct reflection of the brand awareness driven by video.
Cross-Channel Strategy: The message must be cohesive and consistent across all channels (search, video, social). Consumers are not siloed, and the message must follow them.
Be Dispuptive: Invest in compelling creative that is updated frequently to reflect monthly incentives. Creative should be optimized for the channel (e.g., shorter spots for social vs. 30-second spots for OTT).
The ROI on OTT is indirect but powerful. You are not looking for a direct click-to-sale.
Measuring Effectiveness: The measurement stick for effectiveness is the increase in branded organic searches and the decrease in the cost per click on your lower-funnel search campaigns. This proves the financial efficiency of the channel.
The Go-Forward Strategy: An aggressive approach combining search plus awareness (following the audience on channels like YouTube, streaming TV, and social) is where the most impact is found for Q4 sales and long-term customer acquisition.
For a deeper dive into these topics and to hear directly from Caroline Allie, AVP, Media Strategy, at C-4 Analytics, watch the full webinar below.