​Streaming video has revolutionized content consumption, offering advertisers innovative avenues to engage audiences. Over-the-Top (OTT) and Connected TV (CTV) advertising enable brands to deliver targeted messages with measurable outcomes. To effectively leverage these platforms, it's crucial to understand the latest trends and adopt strategic approaches.​

Recent Trends Shaping the Streaming Landscape

Rising Subscription Costs: In early 2025, Netflix announced price increases across its subscription tiers in the United States. The ad-supported plan rose from $6.99 to $7.99 per month, the standard ad-free plan increased from $15.49 to $17.99 per month, and the premium tier went up from $22.99 to $24.99 per month. These hikes may prompt viewers to seek more affordable or ad-supported alternatives, influencing advertisers' budget allocations.

Growth of Free Ad-Supported Streaming TV (FAST): The market for free, ad-supported streaming services is expanding significantly. Revenue in the global FAST market is projected to reach $11.68 billion in 2025. This growth presents new opportunities for brands aiming to reach a broad, engaged audience.

Sports Streaming Expansion: ESPN is in discussions to acquire NFL Media assets, including NFL Network and RedZone, in a deal that could cost up to $2 billion. This potential acquisition could significantly enhance ESPN's streaming offerings and provide advertisers with new placement opportunities within the sports streaming domain.

Challenges for Some Streaming Platforms: Apple TV+ has faced challenges in capturing market share, with its shows accounting for less than 1% of total U.S. streaming service viewing, despite significant investments in high-profile content. This underscores the difficulty of maintaining audience engagement and subscription retention in a competitive market.

Key Strategies for Effective OTT & CTV Advertising

To maximize the impact of your streaming ad campaigns, consider these essential strategies:

1. Hyper-Targeting & Audience Segmentation
   OTT and CTV advertising facilitate advanced audience segmentation. Brands can utilize first-party and third-party data to target audiences based on location, interests, and purchasing behaviors, ensuring messages reach the most relevant viewers.
   
   
2. Leveraging Programmatic Buying
   Automated, real-time bidding for ad placements enhances efficiency and budget allocation. Programmatic ad buying ensures that brands connect with their intended audience at the optimal moment while optimizing costs.
   
   
3. Creating Platform-Specific Ad Content
   Design ads tailored for digital-first consumption:
   
   • Capture Attention Quickly: Engage viewers in the initial seconds to prevent disengagement.​
     
   • Clear Calls-to-Action (CTA): Prompt immediate actions, such as visiting a website or scanning a QR code.​
     
   • Test Different Formats: Experiment with various ad lengths and placements to identify the most effective approaches.​
     
     
4. Measuring & Optimizing Campaign Performance
   One of the significant advantages of OTT and CTV is access to detailed analytics. Brands should monitor key performance indicators such as:
   
   • Ad Completion Rates: Assess whether viewers watch ads in their entirety.​
     
   • Engagement Metrics: Track interactions like clicks, QR code scans, or app downloads.​
     
   • Conversion Data: Evaluate how ads contribute to website visits, leads, or sales.​
     
     
5. Retargeting & Sequential Messaging
   Integrate streaming ads into a broader marketing funnel. Retarget engaged viewers across devices and develop sequential ad messaging to guide them toward conversion:
   
   • First Ad: Introduce the brand or product.​
     
   • Second Ad: Highlight key benefits or customer testimonials.​
     
   • Final Ad: Feature a strong CTA encouraging immediate action.​
     
     

Future-Proof Your Marketing with OTT & CTV

OTT and CTV advertising offer powerful channels to reach modern consumers with precision and scale. By staying informed about industry trends and implementing data-driven strategies, brands can maximize their impact in the evolving media landscape.​

Ready to enhance your advertising strategy? Contact us today to learn how we can help you leverage OTT and CTV to drive real business results.