Top OTT and CTV Advertising Platforms
OTT (over-the-top) and CTV (connected TV) advertising have gained massive popularity in recent years due to their ability to reach audiences in a highly targeted and measurable way. All thanks to binge-watching for becoming a worldwide phenomenon!
Today, it’s no secret that millions of viewers turn to video streaming services and connected devices for entertainment. As a result, these platforms offer a unique opportunity for businesses worldwide to connect with their customers in a highly targeted and effective way.
In this post, TeCuriosity offers you a clearer look at the top OTT and CTV advertising platforms and what sets them apart.
Whether you’re a small company or a larger enterprise keen to expand your advertising reach, TeCuriosity is ready to offer you valuable insights so that you can make rational decisions about your advertising strategy.
Let us dive in!
Why are OTT and CTV Advertising Platforms Important?
OTT and CTV advertising platforms have gained importance in recent years due to a significant shift in consumer behavior towards streaming and cord-cutting. According to a report by Statista, CTV advertisements have much greater engagement rates than traditional advertisements. CTV sees a whopping 94% viewer completion rate versus a mere 69% and 74% on mobile devices and PC, respectively.
This suggests an opportunity for brands to reach these audiences in a highly targeted way, providing more cost-effective and measurable results than traditional TV advertising.
Top OTT and CTV Advertising Platforms Today
Amazon Advertising
Amazon Advertising offers the ability to reach viewers on Amazon Prime Video, IMDb TV, and Fire TV. In addition, advertisers can choose from various ad formats, including display ads, video ads, and sponsored content.
Amazon Advertising provides advanced targeting options, including interest-based and behavior-based targeting, allowing advertisers to reach highly specific audiences.
Hulu Advertising
Hulu Advertising offers access to viewers on Hulu’s subscription-based service, which has over 41 million subscribers. Hulu Advertising provides advertisers with various ad formats, including standard ads, interactive ads, and even custom content. Hulu Advertising also offers advanced targeting options, including age, gender, location, and interests.
Roku Advertising
Roku Advertising allows advertisers to reach audiences on the Roku platform, which has over 50 million active accounts.
The platform offers advanced targeting options, including demographic targeting, interest targeting, and behavioral targeting.
Google Ads
Google Ads allows advertisers to reach audiences on YouTube, which is the largest OTT platform in the world, with two billion-plus monthly active users. Google Ads offers many ad formats, including skippable and non-skippable video ads. The platform offers advanced targeting options, including demographic targeting, interest targeting, and behavioral targeting.
Apple Search Ads
Apple Search Ads allows advertisers to reach audiences on Apple TV, which has over 100 million active devices. Apple Search Ads provides a variety of ad formats, including search ads and app ads. The platform offers advanced targeting options, including demographic targeting, keyword targeting, and location targeting.
Tubi Advertising
Tubi Advertising allows advertisers to reach audiences on Tubi, a free advertisement-supported streaming service with over 33 million monthly active users. The platform provides a variety of ad formats, including standard ads, interactive ads, and sponsorships. The targeting options include demographic targeting, interest targeting, and behavioral targeting.
Peacock Advertising
Peacock Advertising allows advertisers to reach audiences on NBCUniversal’s Peacock streaming service, which has over 54 million sign-ups. The platform provides a variety of ad formats, including standard ads, interactive ads, and sponsorships. The targeting options include demographic targeting, interest targeting, and behavioral targeting.
Factors to Consider While Choosing A Platform
Reach
Each platform offers a unique audience reach. Google Ads and YouTube have the largest audience reach, as their monthly active users cross the two billion mark.
Amazon Advertising and Hulu Advertising offer access to viewers on popular streaming services, while Roku Advertising provides access to over 50 million active accounts on the Roku platform.
Targeting
Each platform offers advanced targeting options. Amazon Advertising and Hulu Advertising offer demographic, interest-based, and behavior-based targeting. Roku Advertising offers demographic, interest-based, and behavioral targeting. Google Ads offers demographic, interest-based, and contextual targeting, while Apple Search Ads provides keyword targeting and location targeting.
Ad Formats
Each platform provides a variety of ad formats. Amazon Advertising, Hulu Advertising, and Roku Advertising offer standard ads, interactive ads, and sponsorships. Google Ads and YouTube offer skippable and non-skippable video ads, while Apple Search Ads offers search ads and app ads.
Budget
Each platform has a different pricing structure, and the cost of advertising on each platform can vary depending on the targeting and ad format chosen. Advertisers should consider their budget when selecting a platform.
Reporting and Analytics
Each platform offers reporting and analytics tools to measure the success of advertising campaigns. Advertisers can track metrics such as impressions, clicks, and conversions to optimize their campaigns and maximize their return on investment.
It’s A Wrap
The future of OTT and CTV advertising is bright. With the continued growth of streaming services, OTT and CTV advertising are likely to become even more important. So, advertisers need to keep on their toes!
OTT and CTV advertising platforms provide brands with a unique opportunity to reach audiences in a highly targeted and measurable way. So, as an advertiser, make sure you consider the opportunities presented by these platforms and use them to reach audiences in a highly targeted and measurable way.
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