Frequency and Timing: Using Data to Optimize OTT Ads
December 6, 2023
Advertisers are no longer shackled by the rigid schedules of traditional broadcast television. OTT TV platforms provide a level of flexibility and precision that, when harnessed effectively through data analytics, can significantly boost the performance of advertising campaigns. Understanding and optimizing the frequency and timing of your OTT ads is crucial to maximizing their impact.
Why OTT TV Ad Frequency Matters
Frequency refers to the number of times an ad is shown to a particular viewer over a certain period. While a higher frequency ensures that your ad is seen multiple times, potentially increasing brand recall, there's a delicate balance to strike. Excessive repetition can lead to ad fatigue, which causes irritation and disengagement among viewers.
To optimize frequency, advertisers should lean on data analytics to gauge the ideal number of ad impressions. By analyzing viewer behavior, you can identify the frequency that leads to the highest conversion rates without tipping into overexposure. For instance, data may show that the third or fourth ad exposure is where the viewer is most likely to engage, indicating an optimal frequency cap, but that after seven or eight views, engagement drastically drops off. That tells you where the sweet spot is.
Timing Is Everything
The timing of an ad can be just as crucial as its frequency. Placing ads during certain parts of the day or during specific user activities can lead to higher engagement rates. For example, ads for breakfast products shown in the morning or fitness product ads displayed around the time of typical workout sessions work will typically be more effective.
OTT platforms collect a wealth of data that allows advertisers to understand when their audiences are most active and receptive. Leveraging this data means ads can be scheduled to coincide with peak viewing times for specific demographics or content types.
Using Data to Understand Viewers
OTT platforms offer a trove of viewer data, from demographic information to viewing habits and preferences. Use this data to create detailed audience segments and tailor the frequency and timing of ads to each segment's behaviors. This targeted approach ensures that ads are not only served at the optimal time but also in the most appropriate content context.
With advancements in machine learning and predictive analytics, it's even possible to forecast the best times and frequencies for ad placement. Predictive models can analyze historical data to predict future viewing habits and ad performance, allowing for proactive adjustments to ad scheduling. These tools can also help identify emerging trends and shifts in viewer behavior.
Refining to Perfection
A/B testing, or split testing, is an invaluable method for optimizing ads. By running two slightly different ad schedules simultaneously, advertisers can compare the results and determine which strategy yields the best outcome.
Creating feedback loops where ad performance data is continually analyzed and used to adjust campaigns is also key for sustained success. Don't view frequency and timing optimization as a set-it-and-forget-it process but as an ongoing effort that evolves with viewer habits and preferences.
Optimizing the frequency and timing of OTT ads is not about guesswork; it's about using data to make informed decisions. You need a powerful streaming provider to partner with; one with options that let you make the most of your data. Visit us at Lightcast now and take control.