It’s no big news flash. Today’s consumer reality revolves around the internet. When it comes to the average American consumer’s shopping, purchasing, and entertainment viewing habits, the internet is at the heart of it all. No surprise, the Coronavirus pandemic immediately produced a boost in overall consumer internet usage, particularly for entertainment programming. Binge TV watching has become a particularly popular pastime in 2020!
In fact, approximately 50 million Americans have consumed a weekly average of 18.9 hours of OTT (over the top) TV programming in 2020 thus far.
Over the top (OTT) programming refers to film and television content provided via a high-speed internet connection rather than a cable or satellite provider or other over-the-air method. A “cord cutter” is someone who switches from a paid TV subscription, like cable, to an internet-based streaming service. Consumers often make this choice based on reduced costs, greater programming choices, and added convenience across their viewing devices.
Streaming content through various applications and multimedia devices (like Roku or Apple TV) makes connected TV (CTV) a compelling marketing strategy going forward. The global OTT streaming market has grown from $104.11 billion in 2019 to $161.37 billion in 2020 at an astonishing compound annual growth rate (CAGR) of 55.0%
The internet has unmatched potential for reaching today’s entertainment consumer. Not cable. Not satellite.
Our collective ‘new normal’ has been a boon for some companies in terms of increasing revenue and reaching new customers. No doubt, the pandemic lockdown was a breakthrough for OTT platforms. When the pandemic hit home in spring of 2020, record numbers of people decided to finally “cut the cord” and flocked to internet-based streaming services like Netflix, Hulu, Disney+, and many others for programming.
Is YOUR business taking advantage of this opportunity?
No surprise, research shows that U.S. consumers are spending 26% more time watching content on streaming services during the Coronavirus pandemic, which makes these platforms even more attractive to marketers. As we progress toward 2021, this uptick continues and shows no sign of letting up. You might say OTT entertainment programming is a runaway train that is only picking up steam.
If you are a business owner and currently managing your Google Ads in- house, your programmers can use of Google Ad Manager to deliver relevant ad experiences and tailor commercial breaks for every screen. This helps you find your consumers where they are – on the internet!
Let’s get up to speed! Google describes its Ad Manager tool as, “A complete platform to grow ad revenue and protect your brand wherever people are watching, playing, or engaging”. Google Ad Manager is integrated with Nielsen Digital Ad Ratings (DAR), which allows publishers to easily manage audience guarantee-buys with Nielsen DAR measurement. This simplifies workflows through auto-pixeling and providing consolidated reporting through Google Ad Manager.Are you utilizing a partner in capitalizing on every opportunity to reach today’s multimedia consumer?
Start educating yourself. Currently, the OTT advertising landscape is fragmented and offers little transparency regarding ad inventory and analytics across networks.
Reaching consumers in the OTT environment may seem daunting, but we are here to help. This approach is a critical part of tapping into today’s nimble, tech-savvy consumer in the midst of a continually changing world.
Need a place to start? The Guardian Owl Digital team can walk you through it. We are a Certified Google Partner and ready to help you get going!
If you’d like to learn a bit more about the world of OTT advertising, email us at firstname.lastname@example.org, and we’ll send you a free Google Advanced TV Guide.