8 Keys to Make Your OTT Ads Memorable and Shareable
November 29, 2023
The surge in demand for Over-The-Top (OTT) media services has opened up many advertising opportunities, and unlike traditional TV commercials, OTT ads can reach viewers across various devices and platforms. However, with great power comes great responsibility: the responsibility to capture the viewer's fleeting attention and make an impression with your OTT marketing.
8 Keys to Make OTT Marketing Ads Memorable and Shareable
1. Embrace Storytelling
Humans are hardwired for stories, and a well-crafted narrative can captivate an audience and leave a lasting impression. Use storytelling to evoke emotions, whether it's humor, nostalgia, or excitement. A storytelling arc with a beginning, middle, and end, even in a short ad, can create a more impactful message than a straightforward sales pitch.
2. Tailor Content for the Platform
OTT platforms aren't one-size-fits-all, and your ads shouldn't be either. An ad on a gaming console should leverage different storytelling techniques than one on a streaming service for movies. Customize your ads based on the platform and the content viewers are consuming.
3. Make Use of Interactivity
Interactive ads are revolutionizing the way viewers engage with content. By incorporating interactive elements, such as quizzes, polls, or choose-your-own-adventure-style narratives, viewers become active participants. This engagement makes the ad stand out and significantly increases the chances of the ad being shared.
4. Leverage Influencers and User-Generated Content
Partnering with influencers can give your ad an edge, as they bring their own loyal following to the table. Their endorsement can help your message resonate with a wider audience. Moreover, encouraging user-generated content as part of your ad campaign can enhance authenticity and expand reach, as people are more likely to share content they've had a hand in creating.
5. Ensure Cross-Device Compatibility
Ensuring that your ads render well across all screens — large or small — is crucial. An ad that looks great on a 50-inch TV but loses its appeal on a smartphone misses the mark. Responsive design and testing across devices are key to maintaining a consistent and memorable experience.
6. Optimize for Sound and Silence
Some viewers watch with sound, while others do not. Creating ads that are equally compelling with or without sound ensures your message is delivered regardless of how it's consumed. This includes using captivating visuals, on-screen text, or subtitles to convey your message.
7. Offer Value
People share content they find valuable. Whether it's a discount, a giveaway, or valuable information, offering something of value increases the likelihood of your ad being shared. When viewers feel they're gaining something, they're more likely to pass it on.
8. Harness the Power of Emotions
Ads that stir emotions are more likely to be shared. Emotions drive people to action; they prompt viewers to talk about the ad with friends or share it on social media. Aim for a genuine emotional connection with your audience.
By telling engaging stories, tailoring content for the platform, embracing interactivity, and ensuring cross-device compatibility, you can create ads that stand out and inspire viewers to hit the share button, and you can do it all on Lightcast. Visit Lightcast now to see how to propel your reach.