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OTT & Broadcast: A Match Made in Heaven

Both OTT and broadcast offer unique benefits and when paired together, it’s a match made in heaven. Nielsen reports that, rather than drawing viewers away from the traditional broadcast TV, OTT often serves as an addition. The end result is that advertisers have new opportunities to reach their target audience and develop more effective integrated campaigns.

Meredith Cunningham Published: October 24, 2017

Both OTT and broadcast offer unique benefits and when paired together, it’s a match made in heaven.  Nielsen reports that, rather than drawing viewers away from traditional broadcast TV, OTT often serves as an addition. The end result is that advertisers have new opportunities to reach their target audience and develop more effective integrated campaigns.

3 Benefits of OTT and Broadcast together

1. Extended Reach. Although broadcast continues to deliver broad reach, advertisers can expand their reach even further by adding OTT to their marketing plan. In addition to reaching consumers who no longer watch traditional linear TV (cord-cutters or cord-nevers), OTT reaches those who want more options (cord-extenders or -stackers). In other words, OTT is not replacing broadcast TV viewing — it’s just adding to their total video viewing time.

2. Refine Your Targeting. OTT advertising can be targeted as narrowly as ZIP code. As precision targeting continues to improve, OTT advertisers will be able to achieve greater efficiencies in reach and relevancy. It has cross-platform reach via TV, desktop, mobile, and is particularly effective for building brand awareness and increasing purchase intent. Combining the reach of broadcast with the targeting capabilities of OTT can be a formula for TV advertising success.

3. Drive Greater ROI. Data from the Advertising Research Foundation indicates that using more platforms, rather than attempting to choose one platform over another, is the best way to increase marketing ROI. This is referred to as the “kicker effect,” whereby marketers strategically combine media for up to 60 percent more return.

Video consumption and advertising opportunities continue to evolve, and so must advertisers. There are many options for viewers, and it’s becoming increasingly difficult to find your target consumer. When considering your TV advertising budget, remember both broadcast and OTT have important places in an effective integrated marketing plan.

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