As streaming habits shift towards portability, Mobile Over-the-top (OTT) has emerged as an opportunity for advertisers. It delivers high-quality video content directly via internet-connected apps (think Netflix or Prime apps on your phone) rather than broadcast or cable, brands can now reach highly engaged audiences exactly where they spend their time, on their smartphones and tablets. Read on to learn how mobile over the top works and how to use it on your campaigns.
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Mobile OTT refers to the delivery of film and TV content via the internet to mobile devices, bypassing traditional distribution platforms like satellite or telecommunications providers. In the advertising world, this represents a sophisticated hybrid of the lean-back TV experience and the lean-forward precision of digital targeting. Thus, brands can use mobile over the top to present large-scale, cinematic narratives while leveraging the exact data signals that make digital marketing highly efficient.
Some characteristics of mobile OTT are:
Mobile OTT engages consumers through distinct visual and interactive mechanisms. Common types of mobile OTT include in-stream video ( pre/mid/post-roll), interactive/shoppable ads, and display banners within streaming apps.
In-stream video ads are the standard format of mobile OTT media, mirroring the familiar structure of linear television commercials but enhanced with digital precision. These ads are embedded directly into the streaming video player and run sequentially alongside the primary film or show. They are categorized based on the structural placement within the viewer’s session.
Interactive and shoppable ads deliver top-of-funnel brand storytelling and immediate digital conversion. Unlike traditional television screens, smartphones and tablets provide an intuitive touch interface that allows viewers to engage directly with the commercial creative.
App-based display banners provide a non-intrusive mechanism to maintain continuous brand visibility without disrupting the core viewing experience. These ads do not live inside the video player itself. Instead, they are served within the graphical interface of AVOD and FAST services. App-based banners are scalable and serve as an exceptional tool for retargeting.
Once advertisers choose the best type of ad for the campaign, it’s time to select the right distribution channel for the ads. Below are the main options:
Mobile OTT is vital because it captures attention in a fragmented media landscape, offering the sight, sound, and motion of television with the data-driven intelligence of mobile tracking.
The technical execution of a mobile OTT ad happens in a matter of milliseconds. When a user hits play on a mobile app, an ad request is sent via an API or SDK, which then fills the slot with a relevant, high-definition video creative.
When a user opens a streaming application, the app’s underlying code triggers an ad request. This request initiates a real-time bidding auction. Within milliseconds, programmatic platforms evaluate the user profile, determine the value of the impression, and place bids on behalf of competing advertisers. The winning creative is selected instantly, and dynamic ad insertion is used to embed the ad directly into the main video stream.
Some aspects of the process include:
To evaluate the financial efficiency and performance of a mobile OTT deployment, you must monitor specific digital performance metrics.
Mobile OTT is most effective when a campaign requires high-brand lift or needs to reach cord-cutters who don’t own a television. It is the go-to choice for product launches, seasonal promotions, and storytelling-heavy campaigns that require solid engagement.
When a brand needs to convey emotional depth, demonstrate complex product features, or build a distinct identity, static banners or short text ads fall short.
Some of the benefits of including mobile over the top include eliminating fraud risk and enhanced interactivity. Ads run within a walled garden app, which reduces the risk of bot traffic. Moreover, mobile devices allow for click-through capabilities that traditional TVs lack. It also allows advertisers to deliver different creative versions to different users based on their specific interests or behaviors.
