Content consumption has evolved, so brand placement strategies must evolve as well. Over-the-Top (OTT), Connected TV (CTV) and streaming audio have emerged as powerful channels for reaching audiences where they are most engaged. These channels deliver video and audio content directly over the internet, bypassing traditional cable and satellite providers, and offering advertisers new creative flexibility and precision in targeting.
At Able&Co., we believe in the transformative potential of OTT, CTV and streaming audio because they allow brands to connect with consumers in more meaningful and impactful ways. By delivering personalized, data-driven experiences, these formats enhance brand visibility and drive measurable results. In part one of this blog series, we looked at how and why the digital marketing landscape is changing. If you’re looking to stay ahead in the competitive landscape, incorporating OTT, CTV and streaming audio into your marketing strategy will deliver remarkable results.
The ABCs of OTT and CTV
OTT is the delivery of video and audio content directly to a highly-targeted audience via their internet-connected devices. Popular OTT platforms including Netflix, Hulu and Spotify, allow users to stream content on demand via any internet-connected device, whether it’s a smartphone, tablet, or CTV.
CTV allows viewers to access a wide range of content beyond traditional broadcast channels, including streaming services, on-demand videos, and internet applications like Roku or Apple TV.
Streaming audio ads, on the other hand, are digital audio advertisements delivered via OTT streaming platforms like Spotify or Pandora and played before or during audio content such as music or podcasts.
This powerful trio offers advertisers unparalleled control over targeting, allowing for personalized ad experiences based on viewer behavior, preferences and demographics. As audiences increasingly migrate from traditional TV and radio to online streaming services, these digital formats provide the opportunity to engage with consumers in a more relevant and impactful way. With the ability to measure viewer engagement and adapt campaigns in real time, the possibilities for creative, data-driven advertising are vast. Advertisers can and should incorporate all three into their media strategy to maximize their reach.
We view these forms of advertising as a dynamic evolution in the digital landscape, offering a revolutionary approach to reaching a highly targeted audience by delivering individualized content, rather than generic traditional distribution channels. With the average household now holding 17 devices or more, this strategy enables us to target individuals with precision and adaptability. CTV and OTT are not exclusive to B2C; they cater to all sectors by delivering tailored messaging based on first-party data, ensuring that ads reach the right audience without interference from bots. We appreciate this method for its ability to produce tangible results, offer in-depth tracking and refine strategies in real time.
Unlike traditional broadcast advertising; which often involves buying ad slots based on broad audience demographics; OTT, CTV and streaming audio ads are more cost-effective. They allow for precise audience targeting and operate on a cost-per-thousand-impressions (CPM) model, meaning advertisers only pay when their ads are viewed. This strategy results in improved resource allocation and higher return on investment, as campaigns can be optimized continuously based on performance data, ensuring that each ad dollar is spent wisely. The transition to digital platforms marks a strategic evolution in advertising, equipping brands with powerful tools to connect with consumers in more meaningful ways.
Creative Still Matters
A strong creative foundation is essential for the success of any OTT, CTV, or streaming audio campaign. This advertising strategy is best suited for storytelling, a proven creative strategy for highly targeted marketing campaigns like OTT, CTV and streaming audio. When customers are engaged with the story you are telling, they’re more likely to have a positive experience, keep coming back and generate word-of-mouth referrals.
Our creative experts work closely with your team to ensure alignment and clarity in your messaging. Our team then researches and identifies key messages, providing actionable suggestions that help you occupy valuable mindshare in your market. With a strong creative foundation, the campaign stories we create for you will resonate and drive meaningful results.
Client Success Stories
Check out how Able&Co. has successfully leveraged these platforms to deliver outstanding results for our clients across different industries.
California Closets
For California Closets, North Carolina, South Carolina and Virginia’s leader in interior organization solutions, we have harnessed the power of OTT, CTV and streaming audio to deliver highly targeted and effective advertising that meets homeowners right where they live — at home. This approach allowed us the flexibility to adjust content to play off events in targeted markets, like holidays, festivals and golf tournaments. The ads were designed to target affluent females and featured imagery of clean, colorful and elegant closet storage solutions while narrating the benefits of working with California Closets.
Our primary objective was to generate awareness and engagement, leading to increased web traffic, keyword searches, social media engagement, online conversions and foot traffic to brick-and-mortar locations. The campaign ran from April 1, 2023, to January 31, 2024, in five key markets, achieving remarkable results. For example, in Raleigh, an investment of $36,215 resulted in $1.92M in revenue, a staggering ROI of 5,191%. Similar success was seen across other markets, with Richmond generating a 1,988% ROI and Wilmington seeing a 1,328% ROI, demonstrating the effectiveness of our targeted approach and the compelling creative that resonates with their audience.
The Jim Allen Group
For The Jim Allen Group, the local experts in Triangle real estate, we consistently leverage the full potential of OTT, CTV and streaming audio across their various campaigns.
Become Local Relocation Campaign
In the “Become Local” campaign, we used local photography, custom video and compelling copy to celebrate the Triangle area, highlighting the unique features of each town and city. The primary goal was to boost brand awareness, drive website traffic, online engagement and generate warm leads.
Targeting out-of-market people most likely to consider moving to a new area, the campaign delivered 280,506 total impressions, with 123,842 CTV impressions at a 98.9% completion rate and 23,956 audio impressions at a 97.8% completion rate. Website engagement and conversion rates exceeded expectations, underscoring the campaign’s success in fostering affinity for Triangle-area towns and recognition for The Jim Allen Group.
Sold It In A Snap Campaign
Our “Sold It In A Snap” campaign for The Jim Allen Group leveraged custom animated visuals and a strategic combination of OTT, streaming audio and cross-device retargeting to effectively reach homeowners with single-family homes in the Triangle area valued between $350,000-$750,000 – prioritizing younger members of the audience likely to sell their current home and move within the next year. The campaign achieved 620,143 impressions, 335 direct clicks and 227 website, social and search engagements, with a 96.9% completion rate on streaming audio and click-through rates exceeding industry averages. Key placements on platforms like Paramount, Samsung TV+ and iHeart Radio ensured large, but targeted reach, while the campaign’s multi-channel strategy demonstrated strong downstream impact, driving significant engagement and conversions.
OTT, CTV and streaming audio ads have become indispensable tools for connecting with audiences in impactful and personalized ways. These versatile advertising platforms allow for precise targeting and real-time campaign optimization while providing an unparalleled opportunity to engage consumers on a wide range of connected devices.
At Able&Co., we’ve successfully harnessed these powerful channels across diverse industry verticals, including real estate, eCommerce, healthcare, IT, interior design and construction, among others. Our expertise lies in crafting compelling, data-driven campaigns that resonate with audiences and drive meaningful results. Let us help you lead the charge into the future of advertising—contact us today to get started.
