How OTT Media Makes TV Advertising More Targeted and Cost Effective.

In this TV campaign for Yancey Brothers, we created hyper targeted ad messages for multiple audiences.

Here's How Streaming Services Like Hulu and YouTube TV Make It Easier For You To Connect With Consumers. 

Remember when television was considered a "broadcast medium?"

I know, it's an old fashioned notion, by today's standards. TV networks used to broadcast the same signal into everyone's homes. And advertisers ran commercials on whatever shows they thought their customers would watch.

Today, the technology and methodology have changed dramatically.

You can target TV advertising much more specifically, and only pay to reach audiences you want to reach.

It's all possible thanks to Over The Top Media, or OTT.

We interviewed a dozen Yancey Brothers mechanics for their TV commercials.What Exactly Is OTT?

Basically, it's an Internet-based system for serving up advertising. It works over streaming TV services like Hulu, Amazon, Netflix, Sling TV, and of course YouTube.

Let's say you want to watch a video, a sports event or a show. You log on to your streaming service, on a smart TV, a computer, or even your phone.

When you log on, you click on a profile. That profile enables the streaming service to recommend content—your favorite shows, the sports teams you follow, and so on.

But there's another benefit to that profile. It also enables the streaming service to target advertising messages. So now, instead of random advertising, you'll see messages that are more relevant to you.

How OTT Affects Production

Because of this hyper targeting, advertisers can focus messages much more specifically. So instead of a one-commercial-fits-all approach, you can tailor messages to different audiences. 

Yancey Brothers is Atlanta's oldest and largest Caterpillar dealer.

That means producing more commercials, but also commercials that are more effective.

Here's an example—a TV campaign we're creating for a local Caterpillar dealer.

Yancey Brothers is Atlanta's oldest and largest CAT dealer. They sell and rent all types of heavy construction equipment, including bulldozers, wheel loaders, skid steers, excavators, and more.

Here's the problem: they need mechanics. Heavy equipment mechanics are hard to find. So Yancey Brothers is using OTT advertising to reach a wide range of potential candidates.

Instead of one commercial, we're creating multiple spots, each one targeted to a specific group—seasoned professionals, ex-military technicians, recent high school graduates, etc.

The campaign is still in development, so I'll be sharing that in a future post. In the meantime, thank you to Greg Dewalt at Yancey Brothers and to my friends at Propellant Media for the commercial project.

If you'd like to know more about OTT, Propellant Media is the place to find out.

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