The Basics: OTT (Over-the-Top) and Connected Television (CTV)
Over-the-top (OTT) and Connected Television (CTV) have taken the marketing industry by storm. More and more people are moving away from traditional platforms like cable television and moving toward streaming, smart TVs and other formats that are OTT or CTV oriented. In this article, we will explore what OTT and CTV are, why there is a push toward it and why legal marketers should be paying attention.
What is OTT and Why Does it Matter?
According to Digiday, OTT is “the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service.” Streaming services like Netflix changed the game of how people watch television. These services allowed people to get rid of cable (cut the cord) and watch television in a whole new way on a variety of mediums including tablets, desktops and mobile devices. It also opened the door to a new type of advertising. One of the most exciting aspects of OTT is that it is delivered over the internet. Digital marketing is data rich for advertisers, combine that with the reach of television shows, and you have a marriage made in heaven.
The Difference Between OTT and CTV
Connected television or CTV is slightly different than OTT in that it refers to content that is streamed on a television through a smart TV. Smart TVs allow you to access apps or use streaming services through devices like the Apple TV and game consoles. Connected TVs can stream OTT content; thus it is a medium for bringing you OTT content. According to Edison Research, 64% of people in the United States now own a Connected Television.
Many marketers worried that OTT might have limitations in that streaming was limited to on-demand videos or television shows. Now, however, people can live stream sporting events, music programs, news and more.
Legal Marketers Guide to OTT
Advertising on television is nothing new to the legal industry, but many marketers have steered firms away from traditional TV ad buying to digital campaigns. OTT truly marries the power and reach of television with the ability of digital to provide a significant amount of data about potential consumers. This helps to make ad buying very specific toward consumers most likely to retain the firm’s services. To be successful in ad buying under OTT, a buyer should have experience in both digital and traditional television buying. The marriage between the two is still in its honeymoon phase, but it is ready for the long haul. As more and more people cut the cord on satellite and cable, those providers have moved into the OTT arena. Many offer streaming on Video On Demand services without the commitment of a cable contract and most people are still getting internet through large cable providers such as Spectrum, Verizon and others.
Learn More About OTT and CTV
This is only the beginning of OTT content. Consumers like the flexibility of watching television when they want and where they want. Legal marketers need to be paying attention to these trends and what the future holds. If you want to explore more ways to grow your firm and acquire more cases, contact Amicus Media Group today for more information about OTT and CTV. We are experienced buyers in both traditional television advertising and digital markets. We offer comprehensive marketing campaigns that reach the clients most likely to retain your services. We use strategic media cash buying to choose specific programming targeted toward the most responsive markets. Contact our team today for a Special Report on Guaranteed Performance Media. Call us toll-free at (888) 700-1088.
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