The Biggest Misconceptions Surrounding OTT

June 9, 2020

Last week, we shared some real-world advice from leaders across the TV ecosystem about how advertisers can maximize their OTT strategies—whether they’re new to OTT or want to take their existing campaigns to the next level. Now, we’re addressing some of the biggest misconceptions that still persist about OTT advertising, including what it’s really capable of achieving for brands. Industry leaders share their thoughts below:

“The emergence of OTT and addressable TV has opened the playing field for TV buying by lowering minimum spend requirements, increasing targeting options, and providing a more seamless path for cross-screen retargeting. One misconception is that OTT is a lower funnel tactic used to supplement digital campaigns. In actuality, OTT is more of an upper funnel tactic than a performance lever. Another misconception is that it is difficult to measure incremental reach on OTT.” – Ken Norcross, Director of Business Development at Inscape

“OTT provides a unique opportunity to glean insights from your upper funnel channels that you can’t get from traditional TV … OTT offers us the ability to layer on additional audience and contextual targeting to our upper funnel campaigns. OTT plus linear combined offer us uninterrupted time to connect with our target audience and tell our story in a way digital cannot.”- Mary Rykaczewski, Director of Acquisition at Talkspace

“A main misconception is the belief that OTT is its own unique beast. At the end of the day, OTT is simply another execution of premium video … it’s all TV; the access point in which it’s watched is all that’s different.”- Justin Rosen, VP of Advanced TV Data and Research at Ampersand

Read the full Q&As with these and other industry leaders, learn the differences between each of the major types of streaming services and more by downloading our eBook, “Demystifying Streaming in the New TV Era,” here.

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