Creating a Message That Resonates With Viewers in Your OTT Ads
August 23, 2023
OTT TV offers advertisers a unique avenue to connect with diverse, attentive audiences. But with the enormous amount of content out there, crafting an OTT advertisement that genuinely resonates is an art. Let's talk about how to shape a message that not only captures attention but also strikes a chord with viewers.
Creating OTT TV Ads That Resonate With Viewers
Understand Viewer Psychographics
Demographics provide a skeletal view, but psychographics goes a lot further. Psychographics is about understanding viewers' interests, behaviors, and preferences, and this offers deeper insight than generic demographics, which can trap you with stereotyped assumptions of what particular age groups, races, or economic classes want to watch. Ads tailored to specific psychographic segments are more likely to resonate than generic, one-size-fits-all messages.
Highlight Genuine Value
Today's viewers are savvy. They can differentiate between ads that offer genuine value and those that merely make tall claims. Ensure your message articulates the true value proposition of what you're advertising, whether it's the unique features of a product or the unparalleled experience of a service. Don't oversell or undersell yourself: just tell the truth, but in a way that hits the high notes.
Much like content on OTT platforms, ads that weave a compelling narrative tend to stand out. Instead of a direct sales pitch, consider crafting a mini-story that aligns with your product or service. A well-told story can evoke emotions, making the ad more memorable and impactful.
Simplicity Is Gold
While it might be tempting to pack multiple messages into a single ad, simplicity often yields better results. A concise, clear, and straightforward message ensures viewers grasp the core idea without feeling overwhelmed. Moreover, a focused message is easier to recall, enhancing ad recall rates.
Visual and Auditory Consistency
Consistency in visual and auditory elements aids in recognition. Adopt a consistent color scheme, font style, and music jingle across your OTT ads. Over time, these elements become synonymous with your brand, ensuring viewers instantly recognize and recall your advertisements.
Cultural Sensitivity Without Stereotyping
OTT platforms cater to a global audience, making cultural sensitivity paramount. Ensure your ads are respectful and inclusive, taking into account the diverse backgrounds of viewers. But remember that cultures vary, and avoid stereotyped assumptions about what your target group might like. People are often more creative and unique than you think, so take the time to study the psychographics mentioned earlier, so you actually know what a target group values.
Engage, Don't Interrupt
Traditional ads often interrupt the viewing experience. However, in the OTT space, there's an opportunity to engage viewers rather than merely interrupting them. Consider interactive ad formats or seamlessly integrating ads into content, ensuring viewers are engaged rather than annoyed.
Test, Analyze, and Refine
Lastly, always be ready to adapt. Regularly test your ads' effectiveness, gather feedback, and analyze viewer engagement metrics. This data-driven approach allows you to refine your message, ensuring it remains relevant and resonant with evolving viewer preferences.
OTT advertisements offer a promising avenue to connect with viewers, but only if the message truly resonates. By combining viewer insights with genuine value, storytelling, and simplicity, advertisers can craft compelling messages that viewers not only watch but also connect with. Your partner in all this is Lightcast.com. Contact us now to find out how our media management system can take things to the next level.