Introduction: Your Audience Ditched Cable—Why Haven’t You?
Let’s face it: cable TV is the landline of video entertainment. If you’re still pouring money into traditional TV ads hoping your audience will catch your commercial between a rerun of Friends and a local news report, you might be… well, missing the point (and the audience). Viewers today are glued to streaming platforms—whether it’s binge-watching on Hulu, diving into documentaries on Netflix, or catching live sports via YouTube TV.
So, if your marketing strategy doesn’t include Connected TV (CTV) and Over-the-Top (OTT) advertising, you’re playing hide and seek—and your customers are winning by never seeing you.
This guide walks through how to harness the power of CTV and OTT to target modern viewers more precisely, more effectively, and yes—more affordably than traditional media. Let’s break it down like Netflix breaks your sleep schedule.
Step 1: Understand What CTV & OTT Actually Mean (Because Jargon is Boring)
CTV refers to internet-connected devices that let users stream content on their TVs—think Roku, Apple TV, Fire Stick, Smart TVs, and gaming consoles.
OTT stands for “Over-the-Top” and refers to any content delivered over the internet rather than through traditional cable or satellite. This includes apps like Hulu, Sling TV, and even ad-supported tiers on Netflix and Max.
Translation? These platforms are where your target audience is watching. And guess what? You can target them there—precisely, personally, and with better data than old-school TV could ever dream of.
Step 2: Define Your Ideal Audience (Spoiler: It’s Not “Everyone”)
Before you throw money at streaming ads, get crystal clear on who you want to reach. Platforms let you target based on:
- Demographics (age, gender, household income)
- Behavioral data (interests, online activity)
- Location (even down to ZIP codes)
- Device type (yes, even Smart TVs vs. game consoles)
Don’t aim for “everyone who breathes”—zero in on who buys.
Step 3: Create Thumb-Stopping Ad Creative (No Pressure)
This isn’t the place for boring B-roll and stock voiceovers. Viewers can and will skip or ignore your ad if it doesn’t grab attention in the first 5 seconds. Craft ads that are:
- Short and punchy (15-30 seconds is ideal)
- Visually rich (this isn’t radio, after all)
- Tailored to the platform’s vibe (your ad for a fitness brand on Hulu might differ from one on Pluto TV)
And remember, people are watching on massive 60” screens from the comfort of their couch. Make it worth their screen time.
Step 4: Choose the Right Platforms (Because You Can’t Be Everywhere)
There are a ton of OTT/CTV networks out there, but not all will fit your goals or audience. Some platforms cater more to cord-cutters, others to younger viewers, and some skew toward families or hobbyists.
Do your research—or better yet, pick platforms that allow for programmatic ad buys so you can test, optimize, and scale without locking yourself into a single network.
Step 5: Use Performance Data to Adjust (Like a Grown-Up Marketer)
One of the best parts of CTV and OTT advertising is the data. You’ll get:
- Impressions
- Completion rates
- Click-throughs (if interactive)
- Household-level insights
Use this data to refine your targeting, creative, and placements. It’s not about guessing—it’s about optimizing over time. And yes, it’s okay to admit your first version won’t be perfect. The trick is in the tweak.
Step 6: Don’t Skip Retargeting (Just Like Viewers Don’t Skip Their Shows)
If someone watched 95% of your CTV ad but didn’t act? That’s a hot lead waiting to be retargeted. Use follow-up ads across web, mobile, and other video channels to keep your brand top-of-mind.
Retargeting isn’t optional—it’s the secret sauce to turning views into conversions.
Final Thoughts: You’re Competing for Attention—So Market Like It
CTV and OTT aren’t just shiny new tools—they’re where your customers actually are. If you’re not showing up there, your competitors probably are. And we’re guessing you’re not in business to lose.
So, whether you’re ready to dip your toes in or dive headfirst into the world of connected ads, the opportunities are massive—but so are the details.
If the idea of navigating platforms, optimizing campaigns, and creating binge-worthy ads feels overwhelming… well, just know there are experts out there who live for this kind of thing. 😉