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.
Inventory: Open Exchange
Device Type (include): Connected TV, Set Top Box, Connected Device
Placement Type (include): Video
Exchanges Currently Offering OTT Deal IDs (Subject to Change Without Notice):
Please let Beeswax Support 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
||Use the following audience targeting as they are not supported on OTT: lookalike, remarketing, demo, age/gender, conversion tracking, in-market targeting, interest segment targeting|
|| If using a custom bidding agent, use the publisher content and context information passed in bid request
|| Use most context 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|
| Frequency Capping
|| If the user ID is passed in the callout, frequency capping can be used
|Brand Safety|| N/A
|| Use 3P Solutions, most will not work in CTV due to lack of data