CTV/OTT Creative Tips and Best Practices

Both CTV and OTT are expanding channels for programmatic advertising that present new opportunities for brands to reach key audiences. By combining the powers of the big screen with sophisticated targeting and emerging interactive capabilities, marketers have the ability to create next-level advertising experiences. When it comes to developing campaigns for these streaming TV environments, advertisers and agencies need to understand what creative elements and formats will drive the most engagement and impact among viewers—in addition to staying abreast on industry trends as well as consumer behavior and preferences.

Every brand has their own style, approach, and campaign goals. There are certain creative elements and tactics that can help improve OTT ad performance. Here’s some creative tips and general best practices.

Understand your audience.

Being more visible to audiences is key to increasing brand awareness, but advertisers must begin by understanding their target consumers—when and on which devices are they most likely to engage with your ads—then use that data to facilitate conversations at the times and places those audiences are most likely to respond.

Consistency is key.

Most people watch streaming content with a digital device in hand or nearby. Keep your logo and URL present throughout to tap into this ad channel’s direct-response nature and let viewers know who your brand is and where to go to learn more.

Lean into popular trends and events.

Consider the content that best resonates with your audience as well and how your brand ties in. Be creative in your thinking and look to leverage trending topics in entertainment to capture the attention of audiences in a fun (and timely) way.

Consider viewer behavior and nuances of the medium.

Don’t always assume your “TV ads” will be seen on TV screens. CTV ads have the advantage of playing with the same large landscape that the original ads were shot for in the first place, but OTT connected devices can also include laptops and mobile devices.

Implement a clear, yet intriguing call-to-action (CTA).

Because viewers can’t click to visit your site, you need to include a visual or audio call to action at the end of your ad. Incorporate an intriguing and compelling CTA in your ad creative to drive results.

Consider ad frequency.

Frequency of ad exposure has an effect on the opinion of your brand and overall impact of your campaign. Avoid oversaturation by setting frequency capping (but don’t make it super low). Reach is important but recall and actions only come with multiple exposures. Find your sweet spot.

Leverage automated content recognition (ACR) technology.

Automatic content recognition technology allows you to target mobile device users based on programming they are watching, or have watched, on the big screen. Use this tactic to reinforce your television advertising or as part of a conquesting strategy.

Invest the time, it will be worth it.

Test, test, test your creatives—and be patient. If you’re working on a long-term strategy, consider giving your campaign more time to develop. Using OTT ads as the centerpiece of a campaign allows for cross-platform content to be created for digital and retail experiences, featuring consistent concepts and brand messaging to boost brand awareness.

To learn more, check out our full OTT Creative Best Practices white paper or speak with one of our team members to get started today.

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