OTT Video
OTT providers and networks deliver live and on-demand streaming content directly to the viewer. OTT (over-the-top) advertising is delivered via an Internet connection. Utilizing this, Bake More Pies is able to target customers with digital precision: from age, income, interests, and purchasing intent.
We have established partnerships with leading OTT providers, and the ability to target your spots to top-rated and highest watched programming including Disney, ESPN, ABC, Good Morning America, and many more. We also have the expertise to launch OTT campaigns programmatically, allowing us to utilize a wide array of programming and demographic and behavioral targeting methods to reach the most relevant end user, as well as reach across all devices within a household to maximize reach and boost awareness.
When creating our OTT spots, we align with current incentives to match your websites and other marketing efforts to create a cohesive and complete message across all platforms. These short, non-skippable commercials are engaging, eye-catching and provide information about key vehicle incentives that you currently have in your store.
OTT vs Traditional TV
The number of homes with a paid TV service hit its peak in 2014 with 100.5 million. According to eMarketer, this number is projected to decline by 20% by the end of 2020 as more and more people decide to cut the cord. There is a massive shift in how people consume their video content on TV. As this change happens, we must adapt alongside it, to stay relevant and engaging.
OTT households have seen 25% growth, from 2017-2019. More recently, there has been an 11% increase from January 2020 – March 2020. The average OTT household watches over 100 hours of streaming per month. These households own 3 connected devices and subscribe to an average of 3 streaming services.
The OTT audience skews towards the 18-54 age range and is younger than the 55+ dominant age range of traditional TV audiences. This demographic is a perfect overlap for those looking to buy a new or used vehicle allowing for your message to be displayed to the most ideal audience.
OTT is also unique in that it runs not only with live-streaming content, but also within video-on-demand content, not confining it to a specific schedule and allowing visitors to view the ads on their time and not on a cable or broadcast provider’s set advertising schedule. OTT is also non-skippable, and with the spots being only 15 seconds in length, it minimizes the time for a viewer to step away from the screen as they are invested in watching their content.
With OTT you only pay for the actual impressions rather than just paying for access to a network’s audience size which ensures more bang for your buck. Another benefit to OTT video advertising is access to the performance and analytics of each spot, which allows us to gauge the effectiveness of each ad.
2020 insights about OTT (stats from ComScore)
We have seen a significant spike in OTT engagement since the start of the COVID-19 pandemic that is holding steady for now. OTT consumption saw major growth starting in early March 2020 through April 2020.
Consumption of OTT content grew by both total households and total hours. 69.8M homes used OTT in April 2020, an increase of 5.2M homes compared to April 2019. The average home viewed 102 hours of OTT content during that same month, an increase of 17 hours compared to April 2019.
Growth in reach of ad-supported services is outpacing that of non-ad-supported services, presenting a need and opportunity for advertising. Ad-supported services grew nine percent when comparing April 2020 to January 2020. Non-ad-supported services grew only five percent.
Total viewing hours increased 2.3 billion viewing hours across live TV, DVR, VOD, and OTT in April 2020 vs April 2019. Of this, OTT alone added 1.4B total viewing hours.
In April 2020, 21 percent of CTV viewing households are cord cutters (households who cut the cord within the past five years), up three percent from April 2019. 21 percent are cord nevers (households with no cable/satellite subscription in the past five years), up three percent within the same time frame.
The use of pure-play virtual MVPDs to view OTT content has seen a 70 percent year-over-year growth between the three-month average of February through April 2019 and 2020.
OTT Key Terminology
OTT
Stands for Over the Top. Refers to any content service that allows you to stream videos via the internet and not via satellite or cable.
OTT Video App
Any downloadable application, whether for smartphones, tablets, or TVs, that allows you to watch videos on that device using the internet possible.
OTT Streaming Service
A company that provides access to streamable videos for a monthly fee.
Intelligent OTT
An OTT service that uses artificial intelligence to monitor activity and make suggestions based on watching habits.
Set-top box
A device that enables digital video to be viewed.
Smart TV
An internet-ready TV, able to download OTT video apps and stream without a set-top box.
The software that enables a Smart TV to function, including Roku, iOS, Android TV and Fire TV.
Apple TV
An Apple product device that enables you to stream OTT videos through your television with an HDMI cable. Requires internet.
Amazon Fire TV
An Amazon product device that enables you to access Prime Video services, and other OTT video apps, through your television with an HDMI cable. Requires internet.
Chromecast
A Google product, HDMI plug-in dongle that enables you to stream OTT videos through your television. Requires internet.
Roku
OTT video-streaming company that creates streaming devices and Smart TVs.
PlayStation
Sony game console with the ability to download OTT apps and videos. Available from PlayStation 4 onwards.
Xbox
Microsoft game console with the ability to download OTT apps and videos using the Microsoft Store. Available with Xbox One onwards.
Video On Demand Terms
VOD
Stands for Video-On-Demand. Refers to any video that can be accessed at the user’s convenience, and isn’t restricted by program schedule.
SVOD
Stands for Subscription Video-on-Demand. A VOD model that grants access to a library of videos for a subscription fee.
TVOD
Stands for Transactional Video-on-Demand. Allows you to watch videos on a pay-per-video basis.
AVOD
Stands for Ad-based Video on Demand. Video revenue is generated through adverts before, during or after the video.
Streaming On-Demand
Enables you to view on-demand videos without downloading them. Requires internet access.
