Search and social platforms, like Meta and Google, have set a high bar for campaign performance expectations. There are hundreds of emerging direct-to-consumer (DTC) brands in every product category, so how can smaller brands stand out? Many small and startup companies are turning to OTT/CTV advertising as a performance channel to drive real-world actions.
Ben Brenner, VP of Business Development & Strategy, was recently featured in Toolbox Marketing Magazine, where he shared some tips for small and startup advertisers looking to try out OTT/CTV advertising to grow their business.
1. Treat OTT like an extension of social.
Reusing spots produced for social is a great way to extend those resources and your spend. Instead of spending big bucks on production for OTT creative, brands can put that money toward buying more media.
2. Leverage both first- and third-party data.
More providers have converted their taxonomies to be CTV compatible, leveraging IP addresses or DSP IDs. From viewership data to purchase and search history data, browser history data to location visitation data—segments using each of these collection points can be leveraged on your OTT campaigns. Don’t forget about your data—nothing is more potent than first-party data.
3. Find a partner who can help activate, measure, optimize, and iterate.
For brands looking toward CTV as a performance channel, it is imperative to find a vendor or platform that offers complete transparency into what’s being bought and how, what’s being measured and how, and exactly how that measurement gets put to work—a partner who can put it all together.
Check out Ben’s full piece on Toolbox. Whether you’re just getting started in the OTT/CTV space or looking to take your campaigns to the next level, Digital Remedy is here to help. To learn more about Flip, our performance CTV platform, speak with a member of our team—and be sure to follow us on LinkedIn and Twitter for the latest updates.