Understanding Programmatic Advertising:
Programmatic advertising automates the targeting and delivery of video ads on connected devices and Smart TVs. Over-the-top (OTT) and Connected TV (CTV) advertising blends traditional TV advertising with digital strategies, enabling brands to reach “cord-cutters” or new audiences beyond conventional television. This approach allows advertisers to precisely target and strategically deploy their ads for maximum impact.
OTT/CTV is Growing!
Video streaming has become a dominant force in entertainment and digital media, with billions of people worldwide tuning in across various platforms. As of recent reports, over 85% of internet users in the U.S. stream video content monthly, with services like Netflix, YouTube, Hulu, Amazon, and Disney+ leading the charge. The global video streaming market is projected to surpass $190 billion by 2027, fueled by the rise of mobile streaming, smart TVs, and on-demand content consumption. With more consumers cutting the cord and shifting to digital-first viewing, advertisers and brands have an unprecedented opportunity to engage highly targeted audiences through streaming platforms.
The Advantages of OTT/CTV Advertising
OTT/CTV advertising offers precise targeting capabilities, delivering video ads within long-format content on Smart TVs. Advertisers can reach specific audiences based on zip code, radius, or DMA level, ensuring maximum relevance and effectiveness. Key benefits of OTT/CTV advertising include:
- Large-Screen, Long-Format Targeting – Engage audiences with impactful ads on premium content.
- Geo-Targeted Video Advertising – Deliver ads to specific locations for localized reach.
- Customizable and Cost-Effective Budgets – Tailor ad spend to fit business goals.
- Exclusive discounted rates for non-profit organizations – Designed to support mission-driven initiatives with budget-friendly options.
- Behavioral and Demographic Targeting – Reach the right audience with data-driven precision.
With flexible deployment options, OTT/CTV advertising allows for fully customized campaigns that align with an advertiser’s creative vision, objectives, and budget.
