Article | June 11, 2021
What is OTT (over-the-top) marketing, and how is it molding the world? Why are marketers over-enthusiastic about executing it? Find out the ultimate guidance regarding OTT marketing.
There are several ways to receive a prodigious response for your business. Those are creative, technical, or economic methods that help grow your audience, find new leads, and so on. In the time of the pandemic, people cannot partake in outdoor activities the way they used to do. They are forced to be inside, and their medium of education, entertainment, or being aware is entirely different. One of the fastest-growing sectors is OTT which plays a significant role in making people's life entertaining and enthusiastic. It decreases the strain and gives them relaxation from their hectic life. Its market is currently valued at more than USD 101.42 billion, reaching approximately USD 223.7 billion by 2026.
Let’s have a look at OTT, OTT marketing in 2021, and the complete information about it, which makes it substantial.
OTT is a medium of providing television and film content over the internet. Nowadays, nearly everybody is streaming TV through OTT. There are various popular video streaming platforms like; Netflix, Amazon Prime, Disney plus, Hotstar, etc. The video, music, podcast, and audio quality has been revamped remarkably by the OTT adoption.
What is OTT Marketing?
OTT advertising is the conveyance of promotions through online video streaming. This incorporates associated TV publicizing (or CTV promoting), which runs video advertisement interferences, banner ads, sponsored content, and more.
Here are some survey reports that state how OTT marketing is booming.
A report by Conviva, a streaming media research firm, informs that video streaming grew by 20% in March across the globe, which included a high 26% increase in the U.S.
In the OTT Video segment, the number of users is expected to amount to 300 million users by 2025.
The average revenue per user (ARPU) in the OTT video segment is projected to amount to US$275.49 in 2021.
User penetration will be 83.7% in 2021 and is expected to hit 88.1% by 2025.
The largest segment is OTT video advertising, with a market volume of US$40,641 million in 2021.
How OTT Marketing is Different From Traditional T.V Marketing
TV advertising has been everywhere for a long time. It has been a prevalent medium for marketers to allocate their advertisement financial plan. Nonetheless, it has been changing drastically for as far back as a couple of years with a huge shift from traditional cable TVs to over-the-top (OTT) devices like smart TVs, phones, tablets, and many streaming sticks (Roku, Amazon Fire, Google Chromecast, AppleTV).Those are Internet-connected and can download videos from content delivery networks (CDN) and ads from online ad servers. The rise of online video utilization makes a massive inventory for video advertising.
However, focusing on alternatives was still exceptionally restricted and fundamental. Focusing at the individual level was unheard of. Many, if not all, viewers frequently watched similar advertisements on TV, paying little attention to their inclinations or interests. The viewers should turn on their TVs to a specified channel at a specific time to watch content and accompanying commercials. The advertisers could pick the station, program, and time based on ratings and audience data provided by a few significant research firms. This choice interaction had a few connections to the target audience hence;, it was not exact or quantifiable. There were a ton of evaluations, projections, and expectations for return on investment (ROI). The objective was essential to arrive at the majority, fundamentally whoever had their TV on. The location and engagement activities of viewers were not known or reported. These limits gave advanced OTT advertising numerous benefits.
Marketing Funnel for OTT Streaming Services
To be successful in OTT marketing strategy, it is essential to comprehend the buyer’s journey and to understand this; we need to focus on OTT marketing funnel that assists in visualizing where the buyer is from, how he became your user, and when he showed his experience into your brand. The funnel is divided into three parts:
TOFU (Top of the funnel)
MOFU (Middle of the funnel)
BOFU (Bottom of the funnel)
TOFU (Top of the funnel)-This is the first step where the user gets aware of your brand or services. You will find many leads, but it doesn’t mean that they will certainly buy from you. They are at the first stage, where they are figuring out their problems by doing research. Therefore, don’t come with too much information to resolve their issues. They will become annoyed therefore; you have to provide specific & concrete information to your leads.
MOFU (Middle of the funnel)-Once a lead passes, its first step enters the second step of funnel called middle of the funnel, where your leads express their interest towards your brand or services and consider using your product.
BOFU (Bottom of the funnel)-Finally, your leads entered the third step of the marketing funnel, where they decide to be your customer. In this stage, the content you are providing should be persuasive and readily available.
OTT Marketing Platforms
There are various dominant OTT streaming providers growing unstoppably. Netflix, Xumo, Starz, Sling, HBO, ESPN, Hulu, Showtime, Amazon Prime, Fubo, etc. are some of them.
Why Is OTT Marketing Booming?
Marketers are enthusiastic about OTT advertising because advertisement directly reaches viewers through streaming devices and services. They experience these ads on their devices like; connected TV, Smart TV, Laptop, etc.
OTT focuses on niche audiences, and when marketers run ads on OTT platforms, it automatically gives you those target audiences. So. marketers don’t need to cater broad audience unlike, traditional T.V broadcasting. Instead, ads are shown to your specific audience interested in your brand; therefore, it minimizes your ad spend.
OTT Marketing Strategy
2021 has changed the way of marketing entirely, especially when you are looking for a specific audience. Modernizing your advertising has become the imperative footstep to woo your audience.
Here are some meaningful steps that have been mentioned which can make your business profitable.
Search engine optimization is the effective medium to be seen. With the help of SEO, you can be seen high when your viewers search for videos. Therefore, SEO Implementation is indispensable in this competitive advertising world.
Millions of people are using social media such as; Facebook, Instagram, Twitter, etc. Create your brand-specific pages and profiles and maintain daily posts to encourage your audience towards your services. In addition, you can approach your audience in a very innovative way by making polls & quizzes, interesting image-based posts, etc.
There is a considerable demand for memers across social media platforms. So, you can hire some famous memers to create engaging memes regarding one of your best video content.
Offers & promotions are always welcomed. It attracts audiences and raises their interest in your services. So approach them with attention-grabbing offers.
Display advertising is one of the best practices to persuade your target audience. In-display advertising, you should create some attractive, colorful graphical screen on the internet through logos, animations, videos, photographs, etc.
Users always try to find the website or landing page regarding your brand. If you are holding a website, you can easily convenience your niche audience to visit your uploaded content.
Push notifications have a 71% opt-in rate, an incredible opportunity to be adopted.
Email marketing is the result-oriented medium where your reach millions of people by saving your time.
Monitoring your analytics can give you the expected results. Numerous OTT platforms provide analytics. It helps to know about the ROI (return on investment) of your business.
OTT marketing is booming. It is now unstoppable. A study by Roku found viewers of streaming TV in the U.S. could exceed traditional pay-TV viewership in the next five years. The research predicts that 60 million families will watch content on their TV exclusively via streaming services by 2025, which would likely trump traditional TV viewership by then. It aids in providing personalized content for your niche audience. Most marketers are experiencing great ROI while investing in OTT.
Frequently Asked Questions
Q. What is over-the-top marketing?
Over-the-top advertising is advertising delivered directly to viewers over the internet through streaming video services.
Q. How to do marketing on the OTT platform?
Implementing memers marketing, push notification, SEO, affiliate marketing, and tracking analytics are the best sources to do advertising on OTT platforms.
Q. What are the benefits of over the top?
It quickly provides your audience with an unparalleled experience that enhances your lead generation and gives desirable results.
Q. What are the OTT marketing examples?
Display marketing, affiliate marketing, and social media marketing, are the best example of OTT marketing.
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Article | June 11, 2021
A human approach to content marketing begins and ends with being vulnerable. No, it is not the same thing as being weak. As Brene Brown says:
"Vulnerability is the core, the heart, the center of meaningful human experiences…. What most of us fail to understand...is that vulnerability is also the cradle of the emotions and experiences that we crave. Vulnerability is the birthplace of love, belonging, joy, courage, empathy, and creativity."
This is why being vulnerable is important to your content marketing: it helps create a connection. (If the COVID-19 pandemic has taught us anything, it’s that we need to be connected to other people. And we need to wash our hands more.)
If the thought of being vulnerable totally freaks you out, remember that no one is perfect. No one.
Here’s how to weave that human approach into your content marketing.
Share your struggles
People who don’t know me well probably think I float through life on rainbows and sprinkles. If only.
When I graduated from college, I had zero resilience and was struggling with severe anxiety. Unfortunately, I had very little self-awareness, so I had no idea. My first “real” job was with a truly wonderful company, and of course I had the dragon-lady-boss-from-hell. I lasted five miserable months, during which time my anxiety went through the roof and I developed bulimia.
I recovered from bulimia after four years, but I didn’t get my anxiety under control until I fell down a hole into depression when I was 37 years old. Here’s how bad it was: If I was out running errands and noticed my car needed gas, I could not stop at a gas station unless I had already planned to. Spontaneously changing the “plan” was mission impossible. Didn’t matter if I drove past six gas stations. I couldn’t do it.
Eight years later, I am still on anti-depressants. I doubt I’ll ever go off, because it makes life manageable. (If I hadn’t been medicated during the early days of the pandemic, I probably would have ended up in the looney bin.)
Anyway, my point is that we grow the most as humans when we survive and overcome challenging times. My struggles have certainly helped me become the person I was meant to be.
Sharing our personal stories – especially the thorny, dark ones – make us human and relatable. If you are on anti-depressants, you and I are now connected by that shared experience.
Own your failures
I have failed as a wife, mother, daughter, sister, friend and business owner. I am sure I have failed complete strangers as well.
Here’s a short list of my failures as a business owner:
Doing work for free
Not charging enough
Failing to fire bad clients quickly
Ignoring the financials (profit and loss, balance sheet, expenses, etc.)
Hiring the wrong people
Working without a contract
Not getting a security deposit
I own every single failure, which is easy to do when you use the experience to learn and grow.
A few years ago, we created a social media marketing strategy for a small clothing brand, even though we didn’t have a contract in place. When we sent the invoice, they refused to pay it. Without a contract, we were SOL. I was furious at myself, but I am comforted knowing that karma is a total bitch.
When money is on the line, I tend to learn the lesson very quickly. Recently, I had a discovery call scheduled with someone who had not yet signed the contract. When I called her, I simply said, “We can’t proceed until you sign the contract.” She apologized profusely. We jumped off the phone, she read through it, signed it and called me when she was done.
No muss, no fuss.
An authentic, human approach to content marketing is being you.
A client once fired us because I sent an email that was “too direct.” He said he found it offensive.
Was I upset? Not at all. I laughed.
Then I read the email again. I scratched my head. I had someone on my team read the email. They scratched their head.
In near unison, we said, “Dodged a bullet!”
You can’t be everything to everyone, and frankly, I don’t want to be. I am known for saying it like it is and making you laugh at the same time. Not everyone appreciates my style, and that’s cool. We are all different.
And that is the beauty of using a human approach. You have no choice but to be you. As a result, you’ll only work with the people who get you. Would you have it any other way?
The next time you’re writing a blog, social post or email, I want you to do something for me. Read it and ask yourself, “Would my best friend recognize that I wrote this?” If the answer is yes, congrats: you are using a human approach to content marketing.
Article | June 11, 2021
On August 7th, Leslie To is sitting down with the folks at SEMpdx as part of their Engage VIRTUAL Conference to discuss the worst SEO mistakes that brands are still making in 2020. Leslie has over a decade of experience in SEO and is a regular on the SEO speaking circuit. SEMpdx is a non-profit organization that focuses on supporting the digital marketing community. She shares information on how these mistakes are inhibiting growth and provides insight on how to make proactive changes to your SEO strategy.
Article | June 11, 2021
Even in the search industry, which prides itself on agility and adaptability, the escalating menace of the novel coronavirus pandemic is something very different. Collectively, we are pretty adept at devising new strategies and tactics when Google rolls out a major algorithmic update. So, we are fairly well prepared to respond quickly and effectively to the coronavirus pandemic as long as we recognize that COVID-19 isn’t an algorithm change.
In fact, it is already having a bigger impact on user intent and behavior because the combination of a global pandemic and worldwide recession is changing our organic search results more than the Panda and Penguin updates did put together.