Over-the-top
Fast track (Summarised definition)
Content streaming services delivered directly over internet bypassing traditional cable or broadcast television, creating new advertising opportunities and audience engagement models for marketers seeking connected TV audiences.
Full lap (Full definition)
Over-the-top, commonly abbreviated as OTT, represents content streaming services delivered directly over internet connections, bypassing traditional cable or broadcast television distribution, creating new advertising opportunities and audience engagement models for marketers seeking connected television audiences.
The importance of OTT extends beyond content delivery to encompass advertising innovation, audience targeting, and media consumption evolution. OTT platforms enable businesses to reach cord-cutting audiences whilst providing sophisticated targeting capabilities and measurable advertising performance through digital advertising integration.
OTT characteristics include internet delivery, device flexibility, subscription models, and advertising integration that provide comprehensive streaming experiences whilst enabling targeted advertising and audience engagement across diverse viewing devices and consumption patterns.
OTT applications encompass video advertising, brand awareness, audience targeting, and content marketing that require streaming platform integration whilst supporting marketing objectives and customer engagement across evolving media consumption habits and advertising opportunities.
OTT benefits include precise audience targeting, measurable advertising performance, cord-cutting audience reach, and innovative advertising formats that enable effective marketing investment whilst providing access to engaged audiences through streaming content consumption.
OTT considerations include platform selection, content integration, audience targeting, and performance measurement that ensure effective streaming advertising whilst maintaining audience engagement and supporting marketing objectives across diverse OTT platforms and viewing scenarios.
For businesses seeking to reach streaming audiences and explore innovative advertising opportunities, OTT provides strategic platform for audience engagement and advertising effectiveness. Strategic OTT utilisation enables enhanced audience targeting, improved advertising measurement, and competitive advantage through streaming advertising that supports marketing objectives whilst reaching engaged audiences across evolving media consumption patterns.