Targeted Advertising: Reaching the Right Audience on OTT Platforms

To reach the right audience, start by tapping into the rich viewer data that streaming services are capable of collecting. Every time someone watches a show, pauses it, skips over something, or likes or dislikes a show, these actions get tracked. Then, use your platform's analytics tools to access these details and also note where your viewers are, what devices they're watching on, and what time they like to watch. Combine this with basic demographics, such as age or city, and you've got a clear picture of who's watching.

Next, create detailed audience profiles by grouping your viewers based on shared traits. For instance, you might have one group of ads that target “teens aged 13-17 who watch anime.” Go beyond age, though, by including behaviors, like sorting your frequent binge-watchers from those who watch two hours every night and like variety. Or, group people by interests, like viewers who search for music videos. Aim for specific but not overly narrow profiles.

Select ad formats that suit the audience and the platform. For example, YouTube frequently uses skippable pre-roll ads because they've got a lot of viewers who prefer having control: that's why they're on YouTube and not a traditional cable or even streaming service.

For live sports, mid-roll ads that appear during natural breaks in the game make sense and don't annoy your viewers. Interactive ads work well for viewers who like to explore a product. Match the format to the profile: teens might respond to short, flashy ads, for instance, while their parents are likely to prefer informative ones about family products.

Deliver your ads when viewers are most receptive by analyzing your platform data on peak viewing times. For instance, if data shows you that young adults are streaming dramas on Friday nights, you'll want to schedule ads for a new drama series during that time.

Use dynamic ad insertion (DAI) to place ads at natural content breaks, and for live streams, sync the ads with event pauses, such as between songs in a concert. Timing ads well reduces the annoyance that your audience is naturally prone to when their experience gets interrupted, and it also tends to increase clicks. People are just more likely to engage when they're relaxed and focused.

Test and Refine Your Campaigns

Finally, run some small test campaigns to see which audience profiles respond best to which ad types. For example, you might test a sneaker ad on two groups: “teen athletes” and “fitness-focused adults," and use platform metrics, like ad completion rates, to measure how both groups respond. If teens watch the ad all the way to the end, but adults tend to skip it, that tells you something about the ad is hitting with one group and not the other.

There's a lot you can do to improve your ads, but having the right platform with the right help and analytics is key. Contact us at Lightcast.com today and let us show you what you're missing.