Over The Top / OTT

So What Is OTT?

OTT is not random videos on YouTube, Podcasts, or Pre-roll, Mid-Roll, etc., even if the video is cast from a mobile device to a TV screen. Many companies still try to package in these other online videos which cost less, are skippable and easy to gain impressions. Kill Your Competition® has been successfully managing OTT for since 2017.

Our OTT & CTV Ads run on Hulu, YouTube TV and Network OTT such as Fox News, ESPN, SlingTV etc. for Live TV, Network TV Apps, and TV & Movie On Demand Networks.

Depending on your audience composition and if you want to be on Hulu versus Network OTT on Connected TVs, your CPM could be as low as $32 or as high as $48.

Hulu & YouTube TV & Network TV Apps

Successful Ad Campaigns on Hulu start at $5000 per month with a 3 month minimum. You should have at least 2-3 ad creatives. These campaigns can include IP and / or Foot Traffic Attribution. Foot traffic attribution allows you to see if they visited your location after seeing your ads on TV.

As of July 2022, YouTube TV outpaced Hulu + Live TV with 5 million subscribers. This Live TV option meant to replace cable, dish and satellite is the 5th largest provider of local live and network TV in the US. These ads can be placed through OTT buys, but much more cost effectively through Google Ads with more advanced targeting.

Successful Network OTT campaigns start at $3500 per month, and options may or may not include attribution. Don't let anyone fool you. No provider such as FreeWheel, Premion, CBS, Scripps, Cox Media Group, iHeart, etc has special relationships with the networks. They are all buying the same inventory.

The 3 big differences in Network OTT providers

Can they flight day and time specific such as Monday through Thursday 6pm to 11pm, or do you have to run a crappy 12 hour window 7 days a week?

Do they buy inventory programmatically or have a sell rate? If they are worried about big shifts due to local news, they are not securing inventory to guarantee it can run correctly or meet your audience, flighting and impression demands.

Source of audience demography. Is it behavioral (implied guesses)? Survey based (not verified demographics)? Verified using Experian, Comscore, IHS, etc.

Reporting & Amazon OTT

Both have Comscore, Experian, IHS Polk Automotive and Crossix data which is the leading healthcare data.

Amazon Fire OTT starts at $15,000 per month net minimum. It is currently designed for larger advertiser brands who are not concerned with attribution ROI.

We Protect your Brand

This is the most overlooked and unspoken topic on OTT. Many providers will not restrict your brand from running your ads in graphic violence, graphic sexual violence, graphic sex or nudity, graphic drug use, etc. You do not want your brand associated with these things, and media groups using the "excuse" of who cares if your customer is watching is non-excusable.

No Weird Hours for Impressions

Stop paying to run from midnight to 5am. Unless you are a criminal defense attorney, sleep study or mattress company, this audience is not for you. Run when your business's potential customers will not only be watching but can respond to the information you are giving them.

Attribution

Understand the impact of viewers watching your ads on OTT. We identify and match behavior to your website from matching the same IP addresses from every device in the viewer's home, remove duplicate visits and even track the foot traffic to your store if you have a physical brick and mortar location.

Crystal Clear Pricing

Know exactly what you will get from Kill Your Competition® in regards to audience, placement and pricing. OTT works just like TV or Radio with the 15% agency standard - ensuring 85% of your campaign meets the digital TV airwaves.

Pure OTT on Connected TV's

We will not bundle your campaign with cheap online video or air on devices such as mobile, tablets, desktops or laptops. Just TV screens where ad recall is the greatest.

Audience Focus Over Program

Instead of getting sucked into stereotypes that cable has helped develop over the years such as Hispanics only watch Spanish speaking TV programs, loads of women and people interested home improvement watch HGTV or more people watch CNN than Fox News, at Kill Your Competition®, we focus on facts and finding the audience you want and will best respond to your message. We also eliminate non paid ad supported OTT services should your product or service's target audience have income as a factor.