Over-the-top (OTT) advertising refers to the delivery of video content over the internet, bypassing traditional cable or satellite television providers. OTT platforms include streaming services like Netflix, Hulu, Amazon Prime Video, and others. OTT advertising, therefore, involves the placement of ads within the content streamed on these platforms. Here are some key characteristics and aspects of OTT ads:

OTT platforms often gather user data and preferences, allowing advertisers to target specific demographics and interests. This targeted approach can enhance the effectiveness of ads.

Unlike some online video platforms where users can skip ads after a few seconds, OTT ads are often non-skippable. This ensures that viewers are exposed to the entire ad, increasing the likelihood of message retention.

As OTT platforms offer premium content, advertisers often create high-quality, engaging ads to match the overall viewing experience. This may include visually appealing graphics, compelling storytelling, and professional production values.

Some OTT ads incorporate interactive elements, allowing viewers to engage with the content. This could include clickable links, surveys, or other calls to action, providing a more immersive experience.

OTT ads can reach users across various devices, including smart TVs, streaming devices, smartphones, and tablets. This cross-device targeting allows advertisers to maintain a consistent presence across a user's digital landscape.

Advertisers can track the performance of their OTT campaigns through metrics such as impressions, completion rates, and click-through rates. This data helps them refine their strategies and optimize future campaigns.

OTT ads can take various formats, including pre-roll ads (shown before the content), mid-roll ads (shown during the content), and post-roll ads (shown after the content). Advertisers can choose the format that aligns best with their goals.

DAI enables the delivery of personalized ads to different viewers based on their preferences and behavior. This technology allows advertisers to tailor their messages for specific audience segments.

OTT advertising has become increasingly popular as more viewers shift from traditional cable TV to streaming services. It offers advertisers the opportunity to reach a highly targeted audience in a more engaging and personalized manner.