OTT Targeting: 8 Best Ways to Reach Your Audience
by Cat Hausler
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In the ever-expanding world of streaming services, FAST (free, ad-supported streaming) platforms are making serious waves, with 47% of U.S. households diving into FAST services weekly. That’s according to a new survey from Kantar, which revealed that FASTs are now the fastest growing type of streaming platform. This may come as no surprise — as SVOD services continue to increase their prices, consumers are looking for ways to cut costs on their streaming fees. Streaming overall is doing well as a channel, of course, with a staggering 93% of American households (or 120 million) having jumped on the streaming bandwagon in Q3 — a 3% increase from the previous quarter.
As paid streaming services scramble to keep up with their free counterparts, they’re shifting their focus to include sports, live content, and kids’ programming. But despite their efforts, live content still seems to be the domain of linear TV: Only a meager 3% of paid streaming subscribers and 4% of free service users are actually content with the live channel offerings. Ultimately, while the streaming universe keeps expanding, it looks like paid services are going to have to find new ways to appeal to price-conscious streaming viewers — or risk falling behind.
What Performance Marketers Need To Know About CTV Creative
Now more than ever, marketers can’t expect their ad campaigns to succeed on the strength of one splashy TV commercial every quarter. If you want to see blockbuster performance, you need to match your CTV creative with a performance marketing mindset.
CTV Advertising’s Growing Pains Will Also Be Its Gains
CTV advertising has come a long way in the last few years, evolving from a brand-new way to reach consumers into one of the fastest growing ad channels in the biz. So naturally, such explosive growth has come with some growing pains.