DID YOU KNOW THAT OTT EFFECTIVENESS CAN BE MEASURED?
BY HEIDI MCIVOR ALLEN
WHAT IS OTT IN MARKETING?
ADVANTAGES OF OTT SERVICES
BEHAVIORAL TARGETING EXAMPLES
- Online Grocery website bringing back consumers who haven’t purchased but targeting them for a specific product.
- Food Manufacturer who was giving away product samples but didn’t complete the form.
- Kitchenware Ecommerce site advertising to people who have added products to their cart but didn’t check out.
- Automotive manufacturers who knows that a user is in the market for a type of car.
CHALLENGES OF OTT ADVERTISING
However, there are still challenges that advertisers face when it comes to OTT advertising. One of the biggest challenges is measuring the effectiveness of OTT ads. Traditional TV advertising relies on metrics such as ratings and impressions, but these metrics may not be as relevant in the OTT landscape. The great news is some measurement is now available for OTT.
The first option is OTT with Visit Tracking. Of the people we serve ads to, we can layer in On-Site Visit Tracking to your business to show you of the people who saw your OTT ad, who then visited your location.
HOW DOES THIS WORK?
Our OTT behavioral targeting categories are created from first-party data where we have collected mobile device IDS, then we mapped those IDs to a corresponding IP Address. If that IP Address is served an OTT ad on their Connected TV and then that person goes to your client’s location with their mobile device active, it is recorded as an on-site visit.
Talk about great ROI.
ANOTHER GREAT WAY TO MEASURE ROI IS WITH SOCIAL MIRROR OTT
Just like traditional Social Mirror where we can mirror a social post or video, we can also mirror any social video post and create an OTT ad and run it on connected TV’s. The ad features the client’s logo, business name, description and a QR Code. QR Code scans are captured to show that the commercial DID have engagement.
So now OTT can be measured for effectiveness outside of traditional metrics like calls, sales or appointments.
The rise of OTT services and streaming platforms has transformed the way we consume entertainment and media, and advertisers have had to adapt their strategies to reach audiences in this new landscape. OTT advertising offers advantages such as targeted advertising with measurable data.
WHAT YOU WILL GET WHEN YOU SIGN UP FOR OTT SERVICES WITH MCIVOR MARKETING
- All Devices including Connected TVs
- AI & Behavioral Targeting (combined)
- 33,333 Impression Minimum
- $1,500/month minimum order for success - 3 month commitment
- UTM Tracking codes for conversion tracking for smaller devices
All for $60/CPM! Contact us today to get started increasing your ROI with OTT Ads!
WHAT YOU WILL GET WHEN YOU SIGN UP FOR SOCIAL MIRROR OTT SERVICES WITH MCIVOR MARKETING
- AI & Behavioral Targeting (combined)
- Geography Targeting: by city or zip code
- 25,000 impression minimum per month Social Mirror ads look like your social media display or video posts but appear on other websites and apps, linking back to the social media platform and your website, and run across all devices using our targeting strategies
- These engaging creatives help maximize campaign performance and are available for all major social networks including Facebook, Instagram, Twitter, LinkedIn, Pinterest, and TikTok
Starting at $1,500 a month. Contact us today to learn more about social mirror ads and how they increase your ROI!
What Business Services Does McIvor Marketing Offer?
We are so glad you asked! From setups to start-ups, to businesses in growth and transformation, McIvor Marketing specializes in a variety of services to meet your needs. Our Phoenix based digital marketing agency can help with website design & development, logo design, branding, off-line marketing design and strategy, paid search management, social media management, email marketing, display advertising and more!
Not ready to dive into hiring a full-time marketing director? Maybe you’re just curious about how your marketing is performing. We can help you set up trackable ways to measure your marketing ROI with a project-based digital audit to gauge current performance. We can also help you get your social media advertising portals set up. We also offer training on Google Analytics, Facebook Business Manager, Facebook Ads, Google Ads, Canva, as well as how to plan content and brainstorm ideas to help you grow through research.
Check out our full list of services and reach out with any questions.
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