OLV Advertising: Complete Strategy Guide for 2024

by The MNTN Team

7 Min Read

Globally, nearly 3.5 billion internet users consume online video content. The sheer size of that audience has made online video (OLV) advertising a remarkably powerful marketing tool for connecting with digital consumers. But what is OLV advertising, exactly, and how does it work? Here’s everything you need to know.

What Is OLV Advertising?

OLV advertising, as its name implies, involves delivering video-based advertising content to users via the internet.

Unlike traditional television ads, advertisers typically serve OLV content through various digital channels, such as websites, social media platforms, and streaming services. As consumers continue to shift their media consumption habits from traditional television to online platforms, OLV has become a critical component of modern marketing strategies.

OLV vs. OTT

The main difference between OLV and OTT is that OLV refers to video content viewed online on various devices, while OTT specifically refers to video content streamed directly to viewers through internet-connected platforms, providing a TV-like experience. In other words, you can consider OTT as a more specific type of OLV.

Learn more about OTT advertising.

OLV vs. CTV

Connected TV (CTV) refers to any TV that connects to the internet to access content beyond what’s available through traditional broadcasting methods. Some examples include streaming devices like Roku and Amazon Fire Stick, as well as smart TVs and even gaming consoles.

Like OTT, CTV is technically a branch of OLV, which refers to the broader online video ecosystem.

Learn more about CTV advertising.

Benefits of OLV Advertising

Integrating OLV content into your marketing mix can provide numerous benefits, such as:

Highly Targeted Research

Taking an OLV approach gives you precise control over who sees your content based on demographics, interests, online behavior, and even past interactions with your brand. Enhancing your level of targeting ensures that content reaches relevant viewers, increasing the likelihood of engagement and conversion.

High Engagement Rates

OLV advertising capitalizes on the inherently engaging nature of video content. By delivering compelling messages in video format, you can capture viewers’ attention and ensure your message is heard. The better your ads, the greater the emotional response and impact they’ll elicit.

Cost-Effective and Measurable

Given the control you’ll have over who sees them and how much you’ll spend on each of their placements, OLV ads are cost-effective. You’ll also be able to measure the results of each of your OLV campaigns and use the insights to tweak your content and maximize its reach.

Cross-Device Accessibility

One of the key advantages of OLV advertising is its ability to reach audiences across multiple devices. Whether viewers are on their smartphones, tablets, laptops, gaming consoles, or smart TVs, you can connect with them through their preferred medium. Cross-device accessibility can be particularly useful for lead nurturing or re-engaging past customers who haven’t purchased from you in a while.

Real-Time Optimization

OLV platforms typically feature robust analytics and reporting tools, allowing you to monitor your campaigns in real time. You can adjust strategies and bid amounts on the fly to ensure your content delivers the best possible results throughout its duration.

How Does OLV Advertising Work?

OLV advertising works by placing marketing assets within digital content that users consume online. You’ll target users based on demographic and behavioral data and then create engaging ads that you’ll distribute on websites, blogs, and social media using a targeted platform.

Types of OLV Ads

The most common types of online video advertisements are as follows:

Pre-Roll Ads: These play before the main video content begins, making them highly visible
Mid-Roll Ads: These are inserted in the middle of the video content when the user is already engaged
Post-Roll Ads: These play after the main content has finished
Overlay Ads: Semi-transparent banners that appear at the bottom of video content
Skippable Ads: Allows viewers to skip past them after a few seconds
Non-Skippable Ads: Must be watched in their entirety before the user can watch (or continue watching) their chosen content

Incorporating a mix of different OLV ads will maximize the reach and efficacy of your marketing campaign.

Types of OLV Platforms

Just as there are several forms of OLV ads, there are several different kinds of OLV advertising platforms, such as:

Subscription-Based Video On Demand (SVOD)

These platforms — including names like Netflix and Disney+ — offer content to subscribers for a recurring fee. While SVOD platforms have historically been ad-free, many have begun offering ad-supported tiers that run non-skippable ads in exchange for a lower monthly subscription cost.

Advertising-Based Video On Demand (AVOD)

YouTube and Hulu offer free content to viewers by supporting content with advertising revenue. These platforms are some of the most popular venues for running OLV ads, as they offer extensive reach and viewer engagement.

Transactional Video On Demand (TVOD)

Online storefronts, like Google Play and iTunes, allow users to pay for individual pieces of content, like movie purchases or rentals. Though these TVOD platforms are not commonly used for OLV ads, you can still target consumers through content previews or by placing banner advertisements within their user interfaces.

Premium Video On Demand (PVOD)

PVOD platforms provide early access to premium content, often for a higher fee. For instance, users can sometimes purchase or rent movies that are still in theaters through Amazon Prime Video. Some PVOD platforms offer advertising opportunities in the form of exclusive ad placements or sponsorships.

Learn more about SVOD, AVOD, and TVOD.

Types of OLV Devices

Consumers have plenty of options when it comes to streaming devices, the most popular of which include the following:

Amazon Fire TV Stick: Connects directly to televisions, allowing users to access various streaming services
Roku: Offers built-in smart TVs as well as external streaming devices
Apple TV: Provides access to various streaming services
Google Chromecast: Allows users to cast content from their mobile devices to their TVs
Smart TVs: Provide built-in internet connectivity and apps for streaming services
Gaming Consoles: PlayStation and Xbox consoles offer streaming capabilities

All of these devices grant users access to online content while also supporting OLV advertising.

OLV Marketing Best Practices

Winning at OLV advertising — as with most strategies — requires a holistic approach. You must know your target audience and tailor your video content to their preferences and behaviors.

As you plan your content, make sure your marketing assets are engaging, concise, and to the point. Close out every ad with a direct call to action (CTA) that tells people what it is you want them to do next. And since an increasingly large percentage of consumers are primarily watching videos using their smartphones, you’ll want to optimize your content for mobile, too.

Most importantly, though, you must listen to the data. Use analytics to track performance and consistently strive to make your campaigns better.

Best Alternative to OLV Advertising Platforms — MNTN Performance TV

MNTN Performance TV is a robust alternative to often-limiting OLV advertising platforms. It combines the targeting capabilities of digital advertising with the reach and impact of CTV, all while giving you access to premium inventory on top streaming services.

With MNTN, you can launch and manage campaigns across various CTV devices, measure what matters, and engage with audiences through their preferred mediums.

We’ll provide you with all of the support and resources you need to thrive, including Creative-as-a-Subscription™, access to premium inventory, and a dynamic reporting suite. You’ll also benefit from our growing selection of integrations and APIs.

Take the guesswork out of streaming advertising with MNTN Performance TV. We put you back in the driver’s seat of your Connected TV marketing journey.

Request a demo to get started.

OLV Advertising: Final Thoughts

OLV advertising can be a powerful tool in any marketer’s brand-building arsenal. It offers the ability to reach and engage audiences across various devices and platforms while also providing flexibility and targeting precision.

MNTN Performance TV builds on these benefits while putting even more power in your hands. Explore MNTN today, and take your digital marketing efforts to the next level with Performance TV.