TV[R]EV’s latest report, “Local OTT: What You Need to Know” is exactly what it says it is — what you need to know about local OTT.
The pandemic has made it imperative for brands to make more regionally targeted buys as states open up and shut down on unpredictable timelines and the only way to get the right ads to the right people at the right time is via locally targeted buy. Unfortunately, the local market has gotten tricky. The shift from linear to OTT has hit local audiences too and advertisers need to reach both audiences without overlap, no mean feat with the current infrastructure.
That said, local OTT is growing: an analysis done by MadHive of over 50,000 campaigns across all major DMAs comparing the first six months of 2019 and 2020 revealed a surge in reach for OTT ad audiences, with local OTT ad impressions up 78% year over year.
Fortunately, the more forward thinking local broadcasters and MVPDs have created solutions that allow advertisers to reach local viewers on linear broadcast and cable as well as OTT, while ensuring those viewers are not inundated with the same ads over and over as they move from linear to OTT and back again.
How they do that—achieving incremental lift while maintaining unduplicated reach, how it is bought, sold, measured and planned—is the subject of our report.
As always, we did our research by talking to the people in the trenches, over one hundred executives at brands, networks, broadcasters, MVPDs, media agencies and ad tech firms who are living this every day, and can give us the lowdown on what’s working, what isn’t and what’s coming down the pike that’s got them excited. These interviews are done off the record, so what they tell us is the real deal, not the official corporate approved spin.
Rounding out the report is a series of in-depth interviews with our sponsors, industry thought leaders like TEGNA’s Tom Cox, MadHive’s Adam Helfgott, Effectv’s James Rothwell and Beachfront’s Chris Maccaro who provide insight into how their companies are helping advertisers to reach the local audiences they need to reach.
There will be a video series along with the report, so keep your eyes peeled for that too, they start running this week.