OTT Services
Pathlabs offers end-to-end media execution services for agencies. Our OTT (Over-The-Top) advertising solutions can help you reach your audience where they are: streaming their favorite shows and movies. Learn how our expert team and cutting-edge technology can help you achieve your advertising goals on this page.
Understanding OTT Advertising
As an advertiser, you're always looking for new and innovative ways to reach your audience. OTT advertising is a highly effective way for advertisers to reach their target audience on streaming TV services like Netflix and Hulu. It offers advanced targeting capabilities, allowing you to reach viewers based on demographics, interests, and behaviors. With OTT advertising, you can also track impressions, viewability, cross-device attribution, and completion rates, giving you a clear understanding of how your campaigns are performing.
If a user sees a CTV ad and goes on their mobile device to convert, you can track that conversion and attribute it to the CTV ad they saw earlier, providing a more comprehensive understanding of your campaign's effectiveness. This is a huge selling point for advertisers looking to maximize their ROI and reach their target audience across multiple devices.
Extending Your Reach Beyond Traditional TV
By utilizing OTT advertising, you can extend your reach beyond traditional linear TV and capture viewers increasingly turning to streaming services for their entertainment needs. In fact, according to a study conducted by iSpot, CTV ads can extend a campaign's reach by up to 20% beyond linear TV.
This increases brand awareness and engagement with your target audience, ultimately leading to improved ROI for your advertising efforts. With OTT advertising, you can reach viewers who have shifted away from traditional TV and are now consuming content on streaming services like Netflix, Hulu, and Amazon Prime Video. By reaching these viewers where they are, you can build stronger connections with your audience and increase the effectiveness of your advertising campaigns.
Benefits of OTT Advertising
OTT advertising offers advanced targeting capabilities and first-party CRM data that allows you to reach viewers based on demographics, interests, and behaviors, ensuring that your ads are seen by the right people at the right time.
Pathlabs' OTT product guarantees brand-safe and fraud-free advertising by delivering ads to engaged real viewers. This leads to higher ad viewability, lower ad blockage and skipping, and greater ROI. With Pathlabs' OTT advertising services, you can maintain a positive brand image in a safe and trustworthy environment.
By reaching viewers who are actively engaged in streaming TV, you have a greater chance of capturing their attention and driving engagement with your brand. This can lead to improved ROI for your advertising efforts.
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OTT Statistics and Trends
Rapid growth in OTT usage
The size of connected TV (CTV) ad spending in the U.S. is projected to grow to about $24B in 2023 ($23.9B according to Statista and $24.2 according to eMarketer). That represents a 26.5% to 26.7% increase over 2022. Reports also predict that spending will continue to increase through 2025, with connected TV ad spending reaching $22.14 billion. This growth underscores the increasing importance of incorporating OTT advertising into an advertiser's overall marketing strategy.
Highly engaged users
The average completion rate for OTT ads is 95%, compared to just 45% for traditional linear TV ads. This high completion rate, combined with the advanced targeting capabilities of OTT advertising, can result in better engagement and ROI for your advertising efforts.
Innovid. (2020, February 10)
Reach cord-cutters and cord-nevers
Streaming viewership has surpassed cable and broadcast TV, despite being relatively new. According to recent statistics, on-demand video streaming gained an additional 25 million viewers in the previous year, approaching nearly the entire population. This indicates that cord-cutting is becoming increasingly popular and widespread, making streaming a major player in the entertainment industry.
Learn how CCF increased profitability by 30% while reducing staff costs by 20%.
Pathlabs was challenged with streamlining CCF’s digital media execution process.
Because Pathlabs uses best-in-class technology to drive down the cost of media for its clients, CCF was able to deliver better results than its client’s small campaign budget would have otherwise allowed.