Reaching the right audience: The power of OTT engagement

There's no doubt that today's media landscape is full of noise. There are endless channels and streaming platforms to choose from, and each is competing for a sliver of the audience's attention. All that noise can make it difficult for brands to determine which platform will be the most effective for reaching their target audience.

Traditional TV advertising was once the gold standard for mass reach; however, brands now face challenges in achieving the same level of broad reach as consumers shift to digital-first behaviors. This is where OTT (Over-The-Top) advertising comes into play. OTT advertising provides a way to deliver ads to viewers through streaming services, connected TVs (CTV) and digital video channels. Mintel’s Streaming Video 2025 report underscores the importance of leveraging OTT advertising, noting that, “Just 61% of consumers are watching traditional TV today — compared to 81% for streaming.”

As audiences shift from traditional TV to streaming, OTT advertising has emerged as a powerful solution for brands. It combines the broad reach of TV with the precision of digital targeting — ensuring brands connect with the right audience at scale. Unlike traditional TV, OTT provides flexible, data-driven advertising opportunities that are both measurable and adaptable, making it a smart investment for brands.

Why OTT matters for your brand

OTT goes beyond simple viewership; it’s about engagement and impact. Here are several reasons why brands are prioritizing OTT advertising in their marketing strategies:

• Expanded reach: OTT allows brands to engage with audiences who have moved away from traditional TV. By tapping into various streaming platforms, brands can reach viewers who prefer personalized content on their own terms.
• Precision targeting: One of the standout benefits of OTT advertising is the ability to deliver ads based on demographics, interests and behaviors. This level of targeting ensures that your message resonates with the intended audience rather than a generalized viewership.
• Measurable results: With OTT, brands can track a wide range of real-time metrics, including impressions, view-through rates, and conversions, allowing for more informed decision-making and agile campaign adjustments. This data-driven approach is especially crucial in today’s multi-screen world, where viewers are often engaged across multiple devices at once.

In fact, Mintel's Consumers and Screens: TVs, Smartphones, Tablets and Computers report notes that, "63% of adults engage in multi-screening while watching TV shows or movies. This behavior is common as consumers use additional devices like smartphones or tablets to maximize their limited free time and enhance their viewing experience." This dual-screen behavior presents both a challenge and an opportunity for advertisers, as OTT’s advanced targeting and measurement capabilities help brands optimize messaging across platforms, ensuring they capture attention even as consumers shift between screens.

Maximizing OTT: strategy, creativity, and performance

OTT is not just a channel — it’s a dynamic strategy that maximizes your brand’s impact. Here's how to effectively leverage OTT:

• Audience alignment: Use premium third-party data sources, first-party data and client-supplied insights to ensure ads reach the right audience, not just the largest. This precision is crucial for maximizing return on investment.
• Creative optimization: Craft compelling content tailored for the unique viewing experiences offered by OTT, including considerations for both horizontal and vertical formats to make the most of multiple platforms.
• Performance tracking: Use data from key KPIs to continuously refine strategies to optimize audience engagement, creative delivery and media placements, ensuring measurable success. Ongoing analysis ensures that campaigns generate measurable success.

Making every impression count

OTT bridges the gap between awareness and action. Whether you're tapping into high-quality audiences through CTV, or launching a full-funnel campaign across paid search, social and programmatic, Mythic's data-driven approach ensures your brand reaches the right audience, with the right message, at the right time. Our goal is to maximize your campaign's impact and optimize return on investment.

Our clients have seen, on average, a 20-40% reduction in the time taken to convert leads and a 50-80% decrease in the number of impressions needed for conversions when we added OTT to their media mix.

Ready to see how OTT can elevate your brand? Let’s talk. Contact us at newbiz@mythic.us.