By Alan Wolf, YSN
There’s a brand-new video posted here on YourSourceNews and on YouTube that explains OTT in a nutshell.
What, you may ask, is OTT and why should I care? As the video explains, OTT, or Over the Top, is streaming video that’s delivered directly to viewers via the Internet, without a set-top box. If you live in one of the 64 percent of U.S. households that access it, chances are you get your video content via Netflix, Hulu, Amazon Prime Video, Roku, Vudu, Amazon TV or some other streaming service.
Besides its growing ubiquity, advertisers in general (and AVB Marketing in particular) have taken a shining to the medium for its greater impact. As AVB Marketing’s Dan Evans noted in a YSN column earlier this year, OTT ads are 67 percent more effective at driving purchase intent per exposure, and are especially effective with BrandSource members’ target consumers. Specifically, major appliance shoppers are 37 percent more likely to be motivated by OTT ads, Evans said, while that number jumps to 48 percent for those looking to purchase furniture or bedding.
What’s more, with this form of digital advertising BrandSource members can control where and when their content is delivered, and AVB Marketing can more precisely target viewers who are shopping for dealers’ products.
OTT advertising has become even more relevant during the current stay-at-home COVID crisis, and the number of users is expected to continue growing long after the virus is vanquished, suggesting that the future of TV is cable-free.
As Evans said, OTT is a truly important tool for anyone’s media belt, and the program that AVB Marketing has developed for BrandSource members is second to none. For more information, contact him directly at Dan.Evans@avb.net.
BrandSource, a unit of YSN publisher AVB Inc., is a nationwide buying group for independent appliance, mattress, furniture and CE dealers.