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Promotional content is no longer intended to be used for direct response advertising. OTT (Overthe Top) ads offer a modern, more effective alternative to traditional promotional content. It’s a great way to advertise for established retailers. It’s similar to a search engine or social media. This allows for audience targeting. This is exactly why commercials have an advantage over traditional television advertising. On ott advertising you can learn more.

You might be wondering why OTT ads are a key part of digital marketing strategy. Remember that internet marketing is all about using the World Wide Web as well as digital technologies to promote products and services. OTT operates on a very similar principle. It streams content (movies/web series, TV content), via smart TVs or streaming devices to mobiles. The common element is? Internet. It would not be fair to ignore OTT ads as part of digital marketing strategy. Forbes also has a post about it, which establishes a link between the two.

However, we don’t intend to focus on this. Let’s talk about OTT ads today and how they offer online retailers a great opportunity.

OTT is a popular term

Covid-19 has made it difficult for people to move around. OTTs offer the greatest entertainment as they allow everyone to watch TV from their home. This has resulted in more OTT ads being shown to subscribers than the Instagram feed. So you can predict where your consumers are moving. OTT ads can be a smart investment for retailers if they want to remain relevant in the market.

Targeting is simple

OTT allows retailers access to demographic data from streaming services. This can be combined with data from loyalty program mailing lists and used to perform cross device graphing. This data can be used to create OTT ads that target their customer list.

Let’s for example assume that you have obtained the geofencing details of your competitor. You can now get a better idea of the customers and purchases they have made. You can then promote the benefits to customers by targeting and/or using retargeting. This OTT advertisement will assist all involved in the job. This is exactly what you need to do to capture the market.