OTT (over-the-top) advertising refers to the delivery of television and video content through the internet, without the need for a traditional cable or satellite subscription. This type of content is delivered via streaming platforms, such as Netflix, Hulu, and Amazon Prime Video, as well as through web-based platforms like YouTube and social media sites like Facebook and Instagram.
OTT advertising allows brands to target specific audiences and demographics by placing their ads in front of viewers who are watching specific types of content. It also allows for more granular targeting and measurement than traditional TV advertising, as OTT platforms can provide detailed data on who is watching, when they are watching, and how they are engaging with the content.
Amazon Sellers can take advantage of OTT advertising by utilizing Amazon’s own OTT platforms, such as Amazon Prime Video and Fire TV. Through these platforms, Amazon Sellers can place video ads that are targeted to specific audiences based on demographics, interests, and viewing habits. These ads can be in the form of pre-roll, mid-roll, or post-roll spots, and can be purchased on a CPM (cost per thousand) basis.
Additionally, Amazon sellers can also use third-party OTT platforms to advertise their products. These platforms can help Amazon sellers reach an even wider audience, as they can target viewers across multiple streaming services.
To get started with OTT advertising, Amazon sellers should first identify their target audience and determine which OTT platforms their audience is most likely to be using. They can then create high-quality video content that is tailored to that audience and develop a budget for their OTT advertising campaign.
It’s also important to track and measure the performance of their OTT advertising campaigns, to ensure that their ads are reaching the right audience and driving conversions. Amazon sellers can use Amazon’s own analytics tools, such as the Amazon Advertising Dashboard, as well as third-party analytics tools, to track their ad performance and make adjustments as needed.
In summary, OTT advertising is a method of delivering TV and video content through the internet, without the need for a traditional cable or satellite subscription. Amazon sellers can take advantage of this by utilizing Amazon’s own OTT platforms like Amazon Prime Video and Fire TV and by using third-party OTT platforms to advertise their products. They should identify their target audience and create high-quality video content that is tailored to that audience and track and measure the performance of their OTT advertising campaigns to ensure they are reaching the right audience and driving conversions.