Over-the-Top (OTT) Best Practices
OTT refers to services that distribute television and media content via the internet as standalone products, separate from traditional cable companies. Similarly, Connected TV (CTV) is a way to distribute content via the internet but is delivered either natively on a TV (i.e. smart TV) or an external device (i.e. Roku, Chromecast, etc.). Many OTT services are available to use on CTV, such as streaming a show from Hulu on a Chromecast.
Both OTT and CTV are expanding spaces for programmatic advertising that present new opportunities to reach a uniquely targeted audience. Specific best practices and recommendations are listed below.
Device Type (include): Connected TV, Set Top Box, Media Player
Placement Type (include): Video
Exchanges Currently Offering OTT Deal IDs (Subject to Change Without Notice):
Please let your Customer Success Manager know if you are interested in accessing this Deal ID inventory.
| ...buy OTT placements through a private deal ID
...add OTT to pre-targeting configuration and create separate line items targeting connected TV and game consoles via DeviceType, Brand, Model
...target pre-roll and mid-roll content via the “Playback Method” field
| ...use pre-existing targeting line items used for other targeting (mobile, tablet, etc.)
...target above the fold or post-roll
...use 3P Viewability vendors--they don’t work with CTV
| Audience Targeting
|| ...there is limited 1st and 3rd party data available in OTT, so expect limited scale if choosing to use it. IP Address based audiences are the most viable approach.
||...use user ID based audience targeting as they are not generally supported on OTT|
|| ...if using a custom bidding agent, use the publisher content and context information passed in bid request
|| ...use most contextual targeting. Signals such as content attributes, app name, app ID, full episode player, etc. have little or no coverage at all
|| ...use relevant KPIs to optimize towards, such as completion rate, CPCV
|| ...optimize towards irrelevant KPIs such as CTR, CPC, etc.
|| ...use VAST and high quality MP4
|| ...use VPAID, MRAID, FLV, WEBM these are not accepted on CTVs
|| ...use creative up to 30s non-skippable
|| ...use creative >30s or skippable ads
...declare a Video API in Buzz. The majority of CTV requests do not carry a Video API as they only support basic VAST.
| Frequency Capping
|| ...use IP Fallback Frequency Capping to ensure maximum coverage for frequency capping
|Brand Safety|| N/A
|| ...use 3P brand safety solutions, as most will not work in CTV due to lack of data