The TV Done Grown Up

The good old days of the family grabbing the TV Guide, agreeing on a program and huddling around the television set are gone. The TV has evolved and its audience along with it. Now television is on-demand, giving the viewer the flexibility to watch what they want when they want, and here’s the kicker, on the device they want. The television, as we know it, is just a display box. This Darwinesque evolution is real, in its pure form, for an advertiser, it is survival of the fittest.

How does the advertiser survive? The answer is Over-the-Top television or OTT, sometimes referred to as connected TV. Advertisers can now place their ads on streaming programs and reach a better audience than before. I say better because now the audience is more targeted. It’s like duck hunting with a rifle instead of a shotgun. And here’s another win. The commercials can’t be skipped, and the viewer won’t change the channel. This is TV on demand. I want to watch a replay of the Tour de France. I am not going to channel surf during the break. And since OTT is still young, there are fewer ads.

 OTT works on smartphones, tablets and computers as well, and it’s not just a fad. It’s here, and it’s growing. The chart from eMarketer shows how OTT is continuing to grow. OTT is becoming popular; television sellers include it as part of all their ad campaigns to ensure the client who buys traditional television can also reach the “unplugged” viewer. The term “unplugged” or “cord cutters” refers to the viewer who is skipping traditional cable and streaming all their content.

 Advertisers, it’s time to evolve or become extinct. The advertiser who builds an OTT presence is the one that will last. Sticking to what has “always worked” or “everyone knows us” is the first nail in the coffin.

 So, how do you get OTT? Well, like any digital advertising, more companies are getting their hands into the OTT pool and muddying the waters a bit. A surefire win is to connect with your local broadcast television station. After all, OTT is television. Work with them on specific targets you want to reach and producing a few ads to rotate so your content does not get stale. Discuss a comprehensive ad schedule that includes broadcast and OTT.

 Remember, it’s not about what time the spot airs. It’s about who sees it. From now on, it’s always prime time.