Gartner Research

How to Put Over-the-Top TV Advertising to Work

Published: 13 February 2019

ID: G00377706

Analyst(s): Eric Schmitt

Summary

OTT advertising reaches more than half of all U.S. TV households, including younger viewers who can’t be found on cable or broadcast TV. To tap into this streaming video audience, marketing leaders must navigate a range of planning, execution and measurement challenges.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Assess the Potential of OTT Advertising
    • Typical OTT Campaign Objectives
  • Answer Seven Questions to Develop Your OTT Ad Strategy
  • Monitor Key Streaming Video Developments

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