The recent advancement in technology has led to few people using the traditional televisions and have shifted to digital ones. The number of users who still use traditional televisions is much low and this means advertising through it would not give the best results. The recent advertising campaigns are carried out through over the top advertising that gives users access to streaming services. Many devices can be used for steaming including smart televisions and applications installed on devices like mobile phones and gaming consoles. Over the top advertising is a perfect way of advertising due to having a lot of users who use such services.
The service providers usually choose a video and attach an advert on the video which is viewed for several times before the video completes streaming. The users access the content for free and as such the streaming service providers are paid by advertisers for using the content to market their services. Unlike traditional adverts which would only appear after a set time these adverts do not depend on time slots. Over the top advertising allows service providers to target their audience depending on factors like age and location. If the services are meant for some demographic group the advert would be placed on content that is preferred by those specific people. If they want to create awareness about their service in given countries or locations, the ads are attached onto videos watched in those places.
The nature of targeting the audience makes this type of marketing effectiveness and also cost-effective for the advertisers. The budget set aside for advertising can be realized through making a given number of adverts and choosing the frequency of its appearance. Over the top advertising has another strength in that the content is available to anyone and everywhere at any given time. The internet which is used to stream the content is not affected by factors such as time, location and many more. Service providers get a wide range of potential customers for their services from the many people using the online platforms.
Unlike the traditional means, one can keep track of the progress of their advertising campaigns much more accurately. The businesses can get a report on the campaign such as the number of users who viewed their advert. The the report gives details about the videos on demand and this will be used to advantage to increase the number of views. While making the adverts most firms ensure to keep them short and informative as most users would not skip it if it was short. When a video is played for several times, the adverts are also replayed meaning more views for that advert.