Over-the-top ad delivery presents new opportunities for marketers, but also new challenges in terms of measuring success. In the past few years, OTT advertising has grown rapidly as more and more consumers cut the cord and turn to streaming services for their entertainment.
While OTT offers many advantages for advertisers, including targeting capabilities and addressable inventory, it also brings with it a new set of metrics that can be difficult to wrap your head around.
What Is OTT Advertising?
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What is OTT advertising? OTT advertising is a form of digital advertising that delivers ads to users on connected TV and streaming platforms. It works by embedding ads into the content that users are already watching, similar to traditional TV advertising.
The key difference is that OTT advertising is targeted and trackable in a way that TV advertising is not. This means that marketers can target specific audiences with laser precision and measure the performance of their campaigns in real-time.
Why Is OTT Advertising Growing?
There are a few reasons why OTT advertising is growing in popularity. First, the number of cord-cutters and streaming service users is rising. This increase in streaming viewership presents a new opportunity for marketers to reach their target audiences.
Furthermore, OTT advertising is measurable in a way that traditional TV advertising is not, since its campaigns are directly targeted at specific viewers instead of at anyone with their TV on a specific channel. This data-driven advertising approach appeals to many marketers who want to see the ROI of their campaigns in real-time.
OTT advertising also offers a more immersive experience than traditional digital advertising, which can make ads more effective. For example, interactive video ads have boosted viewing time by 47%.
What Are the Most Important OTT Advertising Metrics?
So, you may wonder what the best metrics to track for your OTT campaign are. Here are five of the most important ones:
1. Video Completion Rate (VCR)
The video completion rate is the percentage of people who watch your ad all the way through. This is an important metric to track because it shows you how engaging your ad is. If people are not completing your ad, it means that they are losing interest and may not be taking in your message.
How to Improve Your VCR
There are a few ways that you can improve your VCR. First, make sure that your ad is relevant to your target audience. If it is not, people will tune out. Second, keep your ad short and to the point. The average OTT ad is 15-30 seconds long, so ensure that your ad can get its message across in that time frame.
Most importantly, use creative techniques, such as using interactive video, to keep viewers engaged.
2. Cost per Completion (CPC)
The cost per completion is the amount that you spend on your ad divided by the number of people who complete it. This metric is important because it shows how efficiently your ad reaches its target audience.
How to Improve Your CPC
There are a few ways to improve your CPC. First, make sure that you are targeting the right audience with your ad. Second, use creative techniques to make your ad more engaging and less likely to be skipped. Finally, test different ad lengths to see which performs best for your campaign.
3. View-Through Rate (VTR)
The view-through rate is the percentage of people who see your ad and then watch the video it was promoting. This metric is important because it shows how effectively your ad drives viewers to your content.
How to Improve Your VTR
There are a few ways to improve your VTR. First, make sure that your ad is relevant to the video it is promoting. If it is not, viewers will be less likely to watch the video. And since you are only charged for your ad when someone watches it, this will also improve your CPC.
You should also focus on creating an ad that is visually appealing and catches the viewer’s attention. And your ad should have a compelling CTA (whether implicit or explicit) that drives viewers to watch the video.
Finally, make sure that you are targeting the right audience with your ad. If you target people who are not interested in your video, they will be less likely to watch it.
4. Click-Through Rate (CTR)
The click-through rate is the percentage of people who see your ad and then click on it. This metric is important, especially in performance marketing, because it shows how effectively your ad drives viewers to your website or landing page.
How to Improve Your CTR
The quality of your ad largely determines your CTR. One of the best ways to improve this metric is to test multiple different ad formats before you settle on one. You should also test different ad placements to see which performs better.
In addition, make sure that your ad is relevant to the landing page or website it is linking to. Viewers will be less likely to click on it if it is not.
5. Conversion Rate
The conversion rate is the percentage of people who see your ad and then take the desired action, such as making a purchase or signing up for a newsletter. This metric is important because it shows how effectively your ad drives conversions.
How to Improve Your Conversion Rate
There are a few ways to improve your conversion rate. But the most important is to make sure that your ad is relevant to the landing page or website it is linking to. If it is not, viewers will be less likely to take the desired action.
The next most important component is the user experience on your site or landing page. Make sure it is easy to use and navigate so that viewers can easily find what they are looking for.
If your OTT ad is well-executed but your website is not, you will not see the results you want.
Final Thoughts
Measuring the success of OTT ads can be tricky. But if you focus on the most important metrics, you will be well on your way to creating a successful campaign. CPC, VTR, CTR, and conversion rate are all critical metrics that you should track. By doing so, you will be able to improve the performance of your ad and see better results.
