OTT Media Buying

What Is OTT Media Buying?

OTT (Over-The-Top) media buying refers to the process of purchasing and serving digital video content to viewers through internet-connected devices such as smart TVs, gaming consoles, and mobile devices, bypassing traditional cable or satellite providers. OTT media buying involves working with ad networks, exchanges, and supply-side platforms to target specific audience segments and place ads on video content across various streaming services, apps, and platforms. This approach allows advertisers to reach cord-cutting audiences and deliver personalized, targeted ads that are relevant to the viewers' interests and behaviours. OTT media buying is becoming an increasingly popular alternative to traditional TV advertising due to its ability to provide greater data insights and more precise targeting capabilities.

How Does OTT Targeting Work?

OTT (Over-The-Top) targeting is a method of delivering targeted advertising to users on streaming platforms. The process involves collecting and analysing user data such as demographics, behaviour, and context to create specific audience segments. Targeting can be achieved through device recognition, IP targeting, and content targeting.

The device recognition method identifies the user's device and uses data from past interactions to inform future advertising. IP targeting, on the other hand, delivers ads relevant to the user's location, while content targeting serves ads based on the type of content being viewed.

Furthermore, third-party data sources such as data management platforms (DMPs) can enhance OTT targeting capabilities. OTT targeting helps advertisers reach engaged audiences with personalised ads, increasing engagement and conversions.