What's the Difference Between Video Targeting & OTT?

Video targeting and OTT are effective marketing tactics. While they are both visual mediums, they are entirely different when it comes to their distribution, purpose, and information received.  

Companies benefit from understanding the distinctions between these two. It helps them know what investments can benefit them, and how they can leverage their resources to achieve both. Here's what makes them so unique, as well as how you can pair them with additional campaigns. 

What is Video Targeting? 

Video targeting typically refers to short video clips that are placed in digital spaces. If you’ve ever visited a website that had a video appear in the corner of the browser, you’ll be able to picture what a video targeted ad looks like. Ad placement depends on the website allowing video ads to play, and analytics determines which ads relevantly match the person.  For example, a local restaurant might place a video ad on certain websites that its customers frequently visit. These short clips can also be placed on television or used in OTT ads. 

What is OTT? 

OTT advertising places your ad on streaming platforms, such as Hulu, Pluto TV, or YouTube TV. Viewers cannot skip these ads, so they have more recall or recognition. However, OTT ads bring advertisers better access to analytics, helping you understand viewing behavior and giving insight into which products pair with which ads. OTT platforms also aren’t limited by programming schedules and can present themselves whenever a viewer watches their program. 

Furthermore, OTT ads still target their viewers, as they can match ads to programs that draw in specific demographics. With advancements in geotargeting, it allows companies to target specifically in their area to reach local clientele. That makes OTT more accessible for smaller businesses.  

Strengthen Your Ads with Multi-Platform Campaigns 

Video ads and OTT ads become more valuable as part of a varied ad mix. By running your video and OTT ads alongside other ads, such as radio ads, you can reach customers in multiple ways. Being recognized through several channels helps your ads get noticed because customers recognize your brand.  

Radio ads give another layer of legitimacy to both video targeting and OTT ads because it provides richer information and helps you reach your audience when video targeting isn’t possible. 

Reaching your audience outside of TV keeps your brand top of mind. Additionally, having an omnichannel strategy produces a better ROI! 

For more information about how to implement a video targeting or OTT campaign, check out this blog on our Federated Digital Solutions site!