After wrapping up the work day and cleaning up dinner, my husband and I will settle onto the couch and begin to debate over what we want to watch tonight. It is a regular occurrence in our home and I am guessing it feels familiar to you as well. What has been Americans’ nightly ritual of watching TV in the living room has gone mostly unchanged over the past half a century.
However, what is changing rapidly is what content we are watching and how we are accessing it. Viewership has shifted from one episode at a time to “binge watching.” With more and more frequency, we are accessing on demand content via smart TVs and streaming devices, circumventing traditional antenna, cable or satellite in favor of separate subscriptions to Netflix, Hulu, Sling and a host of others known as “Over the Top.”
Over the Top viewership has grown exponentially over the last five years with average daily consumption up more than 90% across all age groups according to Nielsen. Furthermore, over 63% of Over the Top viewership is occurring in the living room on a TV screen. Reaching audiences via OTT has become an integral part of the broadcast and cable TV media mix.
OTT combines the efficiency of digital targeting in a full screen, episodic “TV like” environment. We can focus on audiences versus demographics layering first and third-party data to put the right video message in front of the right user. OTT delivers the best of TV while allowing for targeting down to the zip code level and layering factors such as children in the home, pets in the home, household income, and purchasing intent. Our partners offer best in class targeting and transparency. We want to ensure that our clients impressions are served in a brand safe environment, in full episode content with fewer, mores personalized ads. We receive real-time reporting based on device, platform, completion rate and hours of engagement, applying those insights to drive greater efficiency for our clients.