What is OTT Marketing?

What is OTT Marketing? Why is OTT Marketing always mentioned in Vietnamese media lately? Let’s find out with CleverAds through the article below!

1. What is OTT Marketing?

OTT Marketing stands for Over The Top Marketing. OTT Marketing is a solution for advertising content such as images, messages, calling users, based on the Internet, but not belonging to any telecommunications service provider.

OTT Marketing is similar to traditional TV. The only difference is that OTT Marketing is streamed to the media through OTT platforms such as: Facebook, Instagram, Netflix, HBO Go, etc.

2. What are the benefits of OTT Marketing?

2.1. Massive reach, strong targeting

Today has 36 million won OTT users in Vietnam, compared to 180 million won users throughout Southeast Asia. With a huge number of users and a large Internet space for reaching target customers, this is a 1-0-2 opportunity for businesses to invest in OTT Marketing.

Moreover, with a reach spanning from Smart TVs to mobile devices, including all media channels, OTT Marketing promises to make a great contribution in bringing potential audiences to businesses Karma

2.2. Quality creation at minimal cost

OTT Marketing provides users with tons of marketing content with interesting messages, through different forms such as videos, podcasts, SMS, etc. Some forms of OTT Marketing like Netflix or Disney+ even produce original content only available through their service, which increases the unique value of OTT Marketing.

Businesses can also save money on this form of advertising. Because just buying a limited number of impressions for a specific audience can maximize the effectiveness of OTT Marketing.

2.3. Data analysis

Most OTT Marketing platforms provide data analytics services with their products. From there, businesses can identify the strengths and weaknesses of the communication process, understand the performance and ability to reach customers.

These include Facebook Analytical Tools, which help users see Conversion Rate and customer data.

3. How does OTT Marketing work and convey information?

3.1. How to deliver Content: What is OTT Marketing?

OTT Marketing is usually transmitted through everyday devices such as smartphones, tablets or personal computers. In addition, because it is similar to traditional TV, OTT Marketing content is often provided through the latest TV models.

Any digital media connected to the Internet, OTT Marketing can be covered.

Some popular applications of OTT Marketing: Video (Netflix, Apple TV, Facebook); Audio (Podcasts); Messaging (Skype, Messenger, SMS); VOIP (voice calling platforms like Zalo, Viber).

3.2. What are the steps to reach customers of OTT Marketing?

Step 1: Identify your target audience

Target customers are determined based on user registration data at communication channels.

Audiences are classified by high or low viewability, ultimately selecting the most potential customers and reaching them.

Step 2: Drive the campaign

In this step, marketing content will be delivered to people indirectly. Businesses can insert ads on direct linear channels, like between Facebook posts, or while users are watching a movie on HBO Go.

Here’s how OTT Marketing creates a seamless TV-like experience on digital.

Step 3: Analyze and report

After the campaign, the OTT Marketing operator will send the ad display results and generate a report for the business. From there, we can see the items about OTT Marketing that need to be improved or maintained, in order to achieve widespread popularity for your business.

4. The potential of OTT Marketing

This solution is currently making a big difference in the advertising segment of businesses, and in the future, revenue from OTT Marketing is expected to exceed 210 billion dollars in 2026.

As for Vietnam, according to Statista’s assessment, it has all the factors to develop OTT Marketing. In 2018, more than 54% of the population has regular internet access and this number is expected to increase further38% in 2023.

Vietnam is also reported to be the place where consumers are more likely to engage in action after being approached by OTT Marketing. More than a half(53%) OTT viewers in Vietnam respond after viewing the ad. This response is reflected in whether they have purchased online, in-store, or received a promotion or loyalty code, after viewing an ad.

5. Conclusion

Through the above article, CleverAds hopes to help you understand what OTT Marketing is, and why businesses should grab the opportunity to develop OTT Marketing right now!