Introduction:
Let’s be honest—nobody wakes up saying, “You know what I’d love today? More ads during my favorite show.” Yet here we are, in a golden era of streaming where attention is currency, and you’ve got about 3 seconds to earn it. Welcome to the world of CTV (Connected TV) and OTT (Over-the-Top) advertising—where your ads show up on platforms people actually watch, but only if you do it right.
This guide isn’t about throwing jargon at you. It’s a no-fluff roadmap packed with practical CTV & OTT strategies anyone can apply (yes, even you, brave marketer). But let’s be real: pulling this off without some behind-the-scenes magic is like trying to land a backflip on your first trampoline bounce. Let’s dive in.
Step 1: Target Like a Laser (Not a Shotgun)
Traditional TV ads? Great for your grandma. CTV & OTT ads? They’re all about hyper-targeting. These platforms let you serve ads based on user behavior, demographics, zip code, interests—even the type of car they drive.
Action Step:
Use audience segmentation tools to create tight, specific groups. Don’t target “Parents with kids.” Target “Parents with toddlers who recently searched for organic baby wipes.” Trust us, it makes a difference.
Step 2: Keep It Short, Smart, and Scroll-Stopping
Forget your 60-second masterpiece. Viewers tune out fast—think 15 to 30 seconds MAX. You’re interrupting binge sessions of “Succession” and “Stranger Things.” You better earn that intrusion.
Action Step:
Start with a hook in the first 3 seconds. Use bold visuals, a curiosity-piquing question, or a bold promise. Bonus points if it doesn’t feel like an ad.
Step 3: Creative That Doesn’t Look Like… Ad Creative
Your ad shouldn’t look like it belongs in 2012. People aren’t watching from their cable boxes—they’re on Roku, Hulu, YouTube TV, and apps with slick UX. Your ad should match the vibe.
Action Step:
Design your content to feel native. Think storytelling, real people, cinematic cuts. Oh, and test vertical AND horizontal formats—your viewers are everywhere.
Step 4: Frequency Capping—Because No One Wants Déjà Vu
Just because someone saw your ad once and didn’t convert doesn’t mean they want to see it 12 more times. You’re not subliminal messaging a pizza order into their brain.
Action Step:
Use frequency capping tools to limit how often your ad hits the same viewer. Ideally 2–3 times per campaign cycle. Any more, and you’re paying for digital eye-rolls.
Step 5: Retargeting—The Smart (and Slightly Creepy) Follow-Up
Let’s say your ad made someone curious, but they didn’t convert. Good news: you can bring them back. With CTV/OTT platforms, retargeting viewers who visited your site or interacted with your ad is totally doable—and smart.
Action Step:
Segment retargeting audiences by engagement level. For example:
- Watched 75% of your ad? Show them a stronger call-to-action.
- Visited your site? Hit them with a testimonial or case study.
Don’t overdo it—no one likes a stage-five clinger.
Step 6: Measure What Matters (Not Just the Vanity Metrics)
Sure, impressions and views look great on a pitch deck. But do they convert? The beauty of OTT and CTV is you can measure beyond “Did someone watch?” You can track website visits, form submissions, purchases—even store visits (yep, physical foot traffic).
Action Step:
Use attribution tools to trace the full customer journey. Optimize for outcomes, not just eyeballs.
Step 7: Platform Matters—Choose Wisely
Not all platforms are created equal. Hulu users binge differently than Roku users. YouTube TV has different ad formats than Peacock. Tailor your creative and targeting to the right platform—or risk looking out of place.
Action Step:
Audit where your audience spends time, and adjust the format, tone, and frequency of your ads for each platform. One-size-fits-all never actually fits.
Final Thoughts:
Executing these CTV and OTT strategies requires precision, timing, and honestly, a bit of nerd-level obsession with ad data. It’s not rocket science… unless you’re trying to launch ROI into orbit.
If you’re serious about squeezing every ounce of engagement out of your campaigns, then these strategies are your starting line. The finish line? That’s where professionals with the right tools and experience usually step in.
But hey—you’ve got this (probably).