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Digital Goes Over the TopAd Strategies for the Connected OTT Consumer
Presented by
Ryan Kuhl is the Manager of Advanced Advertising for Spectrum Reach. He leads
strategy efforts for their Advanced Advertising initiatives across most of Wisconsin. Having
spent the past 17 years in marketing, sales, and the digital media landscape, Ryan has
experienced the convergence of traditional and digital advertising outlets. He has made it his mission to help educate businesses about the
ever-evolving multi-screen landscape.
Takeaways
• Understand how OTT has revolutionized the Video landscape
• Create an effective marketing strategy for your OTT campaigns
• Questions you should ask every vendor (and yourself) about OTT
• They have the content! They are websites, apps or both
Over-the-top
Services Devices
• They connect you to the internet! They are hardware.
How did we get here?
Why should we care?
10 Connected Devices
There are currently 820 Million Connected Devices in the U.S.
73% of TV homes watched OTT in 2018
Premium video ad views grew 35%
Source: S&P Global Market Intelligence. Industry Data & Kagan Estimates. October 2017. eMarketer Q3 2018 Digital Video Trends, FreeWheel VMR Q317, eMarketer US Mobile Usage & Ad Spend Snapshot, HUB Research, The Battle for Share of Mind; January 2018. VAB Left to Your Own Devices Report via SNL Kagan
S is for subscription: sVOD
An all-you-can watch buffet for a monthly fee
Viewing on the go: More options than ever before
V is for virtual:vMVPD & VSPs
1.8
3.8
5.6
7.5
9.2
10.9
0
2
4
6
8
10
12
2016 2017 2018 2019 2020 2021
Virtual Service Provider Growth (millions)
Total VSP SubscribersSource: SNL Kagan, 2015 comScore, 2017
A is for ad-supported:aVOD
Ad supported platforms are free or at a lower cost than ad-free
Creating an effective OTT marketing strategy
Who’s watching?
Who are you trying to reach?
73% of US TV HH’s are corded and keeping it
Broadcast/OTT Corded
OTTOnly
Homes
SOURCE: GfK MRI Cord Evolution Study, July 2018. VAB, You Down With OTT Report, Q4 2018.
Use other TV services in addition to Pay TV
SOURCE: Gfk MRI Cord Evolution Study, July 2018
Not all video content is created equal
The OTT marketplace
Premium video ad view:Composition by deviceConnected TV commands 57% of ad views by device
17%
16%
41%
19%
7%
Ad View Composition By Device, U.S.
Desktop STB VOD OTT Device Smartphone Tablet
SOURCE: FreeWheel Video Monetization Report – Q2 2018
Impression delivery
Network delivery
Impression delivery
Keys to an effective strategy
DEFINEYOUR
AUDIENCE
CHOOSEYOUR
CONTENT
PLAN WITHBIG SCREEN
IN MIND
HARNESSDATA
CAPABILITIES
Questions you should ask every vendor about OTT• Content
Questions to Ask Yourself, Your Clients, Your Vendors:What percent of my buy will be live programming?What percent of my buy will be delivered on the TV screen? Do you require a click-through URL? Are you buying from a Direct Source with guaranteed inventory or are you buying from an
aggregator? How do you define Premium content? What are your CPM’s for the various buckets you are
recommending?What platforms will the majority of my ads run on and can you provide examples of the
programming aggregated within those platforms? Do the platforms and programming your ads are being delivered on align with your target
audience?
Questions you should ask every vendor about OTT• Targeting
Questions to Ask Yourself, Your Clients, Your Vendors: Can I pick and choose my network/show selection based on my target audience?
Will I be reaching cord-cutters, cord-shavers or cord-stackers? Is this group my target audience? Why?
Is reaching cord-cutters more relevant than reaching viewers with interests related to your business?
Questions you should ask every vendor about OTT• Scale
Questions to Ask Yourself, Your Clients, Your Vendors: Can you build good reach and frequency across delivery channels?
Is there a frequency cap on their campaigns? If so, what is it? Does it change if I’m targeting at the zip code level?
Can you create scale on specific networks or interest groups?
If zoning is possible, can you guarantee target audience or placement?
Questions you should ask every vendor about OTT• Transparency
Questions to Ask Yourself, Your Clients, Your Vendors: What is included in your reporting? How often is it delivered? Can you send me a sample report (Purpose is to verify that what you are being pitched lines up with what
current clients are actually getting)? Will my ads run evenly throughout the month or will I see spikes in delivery? Can you confirm Completion Rate? By Device? Can you see impressions delivered by network? And does it match what you were pitched? If so, how much is premium content?Will I pay a premium for non-premium content?Will I see delivery on a map if buying at the zip code level? If not, how will I see proof of performance?
