OTT, or "over-the-top," is a term that describes the delivery of television and other content over the Internet instead of using traditional channels. Netflix, Hulu, Amazon, Youtube – we've all used them before, and these along with other OTT providers are becoming the standard for media consumption in the 21st century. In the old days of advertising, you used to go down to the local TV station and order a flight of 30-second slots on whichever show or program that you felt would align with your target audience demographic. Traditional TV networks used a best-guess coverage, or viewer "ratings" system to estimate how many eyeballs viewed your spot, and that was it.
Fast forward to today, where the number of people paying for cable TV is declining year over year, and advertisers are following the customer online. OTT, social media, and streaming services are commanding more and more of people's time, and they offer rich customer data and precise targeting for advertisers. Advertising with OTT TV providers like Hulu offers a new level of tracking and accountability, with guaranteed impressions and non-skippable ads, that traditional TV models can't match.
As an award-winning multi-media agency, Shark Communications produces broadcast and OTT commercials. With the rise of smart TVs, 5G networks, and more, we see TV viewership shifting rapidly to OTT and digital platforms. See below, a sneak peek of some concept storyboards slated for a 2019 launch.