How Are DTCs Taking Advantage of OTT Platforms in 2020?

December 14, 2020

The explosion of OTT streaming services has been essential to TV’s evolution in recent years. Notably, OTT platforms continually empower audiences to watch their favorite TV shows exactly where, when and how they want. This year, OTT has also proven to be an emerging area for direct-to-consumer (DTC) advertisers.

Many of these forward-thinking, data-driven DTCs are increasingly embracing experimentation, employing test-and-learn strategies in order to know which streaming buys work “best” for their specific brands (and which ones do not). With the right targeting strategy, OTT can be an excellent driver of performance. It can also be an important channel for reach extension, where you can engage with audiences that you could not reach through linear platforms alone. Understanding impression delivery and the most efficient and effective platforms for driving outcomes can shape the optimal TV media mix for DTC advertisers.

In our latest eBook, “Driving DTC Forward: TV Insights for an Unprecedented Year,” we analyzed billions of impressions across key DTC verticals that aired on TV from January-September 2020, examining performance and impression delivery on TV inventory—including linear and OTT platforms. Which days and times are driving the highest (and lowest) levels of response, impressions and more for the analyzed brands across OTT?

Below are a few of our most fascinating findings. All insights are represented against the overall average for performance and impressions delivery.

  • 4 PM was the most cost-effective hour. Notably, its cost per response (CPR) was 15% cheaper than the average cost!
  • While impressions peaked mid-week (Wednesday was 19% above average), Monday was the day driving the highest levels of performance. Its response rate was 7% above average.
  • Many DTC brands won’t be saying “TGIF!” Friday proved to be both the least cost-effective day (7% more expensive than the average cost) and the one with the lowest response rate (4% below average).

For more insights into DTCs across OTT—plus, insights on local linear, national linear, programming genres and more—download the full eBook here.

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