What Is Meaning Of Amazon Ott?

By Author: Tim Hughes
Total Articles: 8
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What’s the Meaning of OTT?

OTT (over-the-top) advertising refers to brand advertising on streaming TV and movies over the internet not owned by a traditional cable or provider.

This type of advertising is becoming more and more viable because of changing consumer behaviors away from traditional TV and toward digital streaming media. For brands, it’s also becoming more viable because we’ve seen various programmatic networks (such as Amazon’s OTT) become more sophisticated with targeting, attribution, and scaling capabilities.

OTT video advertisements stream through cable boxes, gaming consoles, and other connected devices, like the Amazon Fire TV stick. OTT video inventory bridges the gap between traditional television and modern digital media by allowing advertisers to apply programmatic targeting precision to streaming media.

OTT has become mainstream in recent years, especially for younger audiences, whose viewing habits have shifted from cable viewing to streaming services. About ...
... 60% of young adults say the primary way they watch TV is through streaming services.

“Consumers are moving to OTT channels. So we need to start from the perspective that OTT can work; we just need to understand how to use it to advantage.”

What is Amazon OTT Advertising?

Amazon over-the-top (OTT) advertising refers to video advertising placements across streaming TV and movies over Amazon’s DSP network.

Amazon’s Fire TV has 37 million monthly active users, making it a leading OTT platform. Amazon has seen the usage of ad-supported Fire TV apps increase over 300% in the last year. In addition to Prime Video, Fire TV includes over 50 third-party, ad-supported apps, including AMC and Pluto. Each of these apps gives advertisers more opportunities to reach their target audience via OTT ads.

These non-skippable, full-screen ads let advertisers reach millions of people across Fire TV’s growing inventory. Advertisers can target specific Amazon audiences, but keep in mind that these ads are not clickable, so success metrics should focus on brand awareness rather than clicks or direct conversions.

Amazon DSP lets advertisers programmatically buy video placements. Programmatic advertising uses data to decide which digital advertising spaces to buy and how much to pay for them. Amazon OTT advertising lets advertisers leverage the programmatic advertising and audience targeting features of Amazon DSP — with full-screen video ads.