Lights, Camera, Action… Over-the-Top?
Welcome to the wild world of OTT marketing, where the competition is as fierce as the plot twists in your favorite binge-worthy series. In this article, we’re diving into the essentials of OTT marketing, taking the ride from content creation to campaign engagement.
Popcorn, Please! Understanding OTT Marketing
Grab your popcorn and settle in because OTT marketing has taken center stage. Unlike your Grandma’s TV commercials that interrupted her soap operas, OTT marketing requires a a bit of finesse. We’re talking about crafting campaigns that slip seamlessly into the streaming experience, leaving viewers wondering if they just watched an ad or a plot twist. I know you’ve seen ads looked like the show had started up again.
Sidenote – Speaking of Granma’s commercials, I still remember the great jingles from my childhood for ads. Chevrolet, Oscar Meyer, Nationwide, Ricola, the list goes on. Why doesn’t anyone use jingles anymore? It’s one of those things that doesn’t make sense.
Creating Binge-Worthy Content: More Addictive Than Your Favorite Snack
Ever binged a series so hard you forgot to eat? That’s the power of binge-worthy content. It’s like the Lay’s “betcha can’t eat just one” ads from the 60’s – nobody can eat just one episode. From cliffhangers to characters so relatable you feel like they’re your new BFFs, creating binge-worthy content is an art form, and ads need to step up to match it. My current faves are the Chewy ads. “The peanut butter box is here! The peanut butter box is here!” AND their “Vase or VAHze” commercial. Pure gold.
Personalization and Recommendation Algorithms: The Matchmakers of Streaming
Forget about Tinder—recommendation algorithms are the real matchmakers. They know your viewing habits better than you know yourself. But hey, if Netflix can suggest a show you didn’t even know you needed, maybe they should start offering dating advice too? “Because you liked Masters of the Air and The New Look you’ll like Cindy or Chad. You heard it here first.
Social Media Shenanigans and Real-Time Engagement (RTE)
In a world where everyone’s a critic, social media is where the real drama unfolds. From Twitter wars to Instagram influencers. OTT marketers aren’t just promoting shows—they’re starting conversations, creating memes, and trying to create the elusive Buzz. The latest trend is RTE or real-time engagement, which uses participation, interactivity, gamification, and augmented experience along with layers of live data and commentary. That’s a subject for another article.
Measuring Success: More Than Just Counting Views
In OTT marketing, success isn’t just about counting views— Measuring success involves a multifaceted approach that goes beyond traditional metrics like reach and frequency. Key performance indicators (KPIs) encompass various aspects such as audience engagement, retention rates, and conversion metrics. Metrics like completion rates, click-through rates (CTR), and viewer interactions provide insights into content effectiveness and audience interest. Data analytics play a crucial role, enabling marketers to refine targeting strategies, optimize content delivery, and personalize viewer experiences. Ultimately, success in OTT marketing hinges on delivering compelling content that resonates with the target audience and drives desired actions while continuously adapting strategies based on real-time data feedback. But even if your campaign flops you can laugh about it later, right? After all, failure is just success in progress…or failing forward, or some such? Not really. It’s still failure and you’ll be a loser. Just do it right the first time.
The Final Cut
From binge-worthy content to engaging campaigns, OTT marketing can be a rollercoaster ride so grab your popcorn, cue up your favorite streaming service, and get ready for 100 channels of glorious, interactive, entertainment.
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