Over The Top, (OTT), refers to video content that is delivered via connected devices over an internet connection. OTT is an appealing alternative to satellite or cable television for consumers as it can be more affordable and offers them a variety of on-demand video content.
OTT advertising is also an appealing alternative to traditional television promotion as the impact and value of the latter is difficult to measure. OTT has given advertisers access to granular data such as time of impression, device characteristics, etc. This makes OTT a very effective advertising channel for building awareness and generating leads through a variety of ad inventory. Ad completion rates on CTV of up to 98% make inventory in this immersive, full-screen environment highly valuable.
There are many different approaches to measuring the impact of OTT advertising including audience splitting experiments and geo-matched market tests. But all of these fall flat if advertising isn’t displaying correctly, as a poor user experience will negatively impact a brand.
How can DeviceAtlas help?
Reaching audiences at scale is the key to creating awareness for your brand, once the ad inventory is correctly adapted to devices. DeviceAtlas identifies OTT traffic from STBs, Smart TVs, and Games Consoles based on the User Agent and Client Hints.
We are constantly updating our database with new devices from these categories. Our high speed APIs ensure the scale and reliability to target and report on these devices at high speed and volumes.
Complexity in digital advertising and measurement often stems from devices having different specs and DeviceAtlas allows you to stay on top of a constantly shifting device landscape by allowing you to:
- Identify and verify OTT originated traffic
- Target campaigns to OTT viewers
- Provide additional targeting criteria for advertisers
- Decisioning criteria for ad delivery
- Cross device measurement
As the OTT landscape continues to evolve, you can turn to DeviceAtlas to help you navigate the changes. Sign up for a free trial now
to get started.