OTT Ads – Start to Advertise on Streaming Platforms

OTT advertising refers to ad content delivered via internet-connected devices: smart TVs, streaming sticks like Roku and Apple TV, gaming consoles, smartphones, or tablets. Instead of going through traditional cable or satellite providers, viewers get their shows directly from the internet. This is what makes OTT platforms so appealing: they offer flexibility, control, and content on demand.

The term “OTT” stands for “over-the-top,” and it covers everything from subscription-based services like Netflix (with no ads), to platforms like Hulu or Amazon Freevee that run OTT ads during streaming. These platforms allow advertisers to reach users in a setting where they’re deeply engaged – watching movies, bingeing series, or following live sports events.

What sets streaming advertising apart is its ability to target. Thanks to digital tracking and viewer data, brands can show specific ads to specific audiences, based on viewing habits, interests, and even geographic location. In short, OTT advertising gives brands a way to be part of the viewing experience, without the limits of traditional TV.

Marketers know how challenging it can be to measure video campaign performance compared to display or search ads. But that’s not the case with OTT platforms. Most of them come with built-in analytics, reporting dashboards, and access to performance data, making it easier to track results and prove ROI.

When planning OTT advertising campaigns in Europe, it’s crucial to know where viewers actually spend their time. According to a recent report on SVOD usage in the EU, just three OTT platforms, Netflix, Amazon Prime Video, and Disney+, account for 85% of all viewing time across the region.

Netflix leads the pack with over half (53.4%) of total viewing time, followed by Amazon Prime Video at 19.4% and Disney+ at 12.1%. While these three dominate, a few local and regional services also hold a measurable share. Canal+ SVOD captures 3.5%, HBO Max 2.8%, and platforms like Sky Go, Viaplay, and Movistar SVOD each hold around 1%.

In Germany specifically, the trend closely mirrors the broader European market, with Netflix and Prime Video being the most widely used streaming platforms. However, local services like Joyn and RTL+ are also gaining traction, particularly because they offer ad-supported content, making them relevant channels for streaming advertising.

One of the biggest advantages of OTT advertising is how flexible and data-oriented it is, especially when compared to traditional TV. Advertisers can choose from a variety of ad formats and targeting options to better connect with specific audience segments across OTT platforms:

Behavior-Based Targeting: Most OTT platforms collect data on what types of content users watch. This allows brands to show ads that reflect actual viewing habits—for example, home improvement brands reaching viewers who regularly watch renovation shows.

Interest Targeting: Streaming users often follow specific genres or themes. Someone who’s into fitness content will likely see ads for gear, supplements, or training apps.

First-Party & CRM Data: Platforms like Amazon Freevee or RTL+ use their own user data to personalize ad delivery. At the same time, brands can integrate their own customer data to retarget known users.

Retargeting Across Devices: If someone visits your site but doesn’t convert, you can still reach them with OTT ads.

Location-Based Ads: Whether you’re promoting a local service or a chain with multiple locations, ads can be shown to users in specific regions or cities.

Pricing for OTT ads usually works on a CPM basis, cost per 1,000 impressions. That means you pay each time your ad is shown to a certain number of viewers, not for clicks or conversions. Rates vary depending on the platform, audience targeting, and ad format, but in general, streaming advertising is more affordable and measurable than traditional TV spots. Many OTT platforms also offer flexible budgets, so brands of all sizes can test campaigns without massive upfront investment.

• People are more focused while watching long-form content, which increases the chance your ad will be seen and remembered.
  
• Unlike traditional video ads, OTT advertising uses real-time viewer data (interests, behaviors, location) for precise targeting.
  
• You can reach users not just on one screen, but across TVs, laptops, tablets, and phones.
  
• Many OTT platforms support ad formats that can’t be skipped, ensuring full message delivery.
  
• Compared to web banners or social media ads, OTT ads appear in a more premium, less cluttered environment.
  

From view-through rates to conversions, streaming advertising offers detailed metrics to help you track ROI.