wtf is
WTF is OTT?
TV ads on streaming.
In plain English
Over-the-top advertising: commercials on streaming services like Hulu or Roku, bought without a cable company.
Why you should care
Rarely gets the click. Often gets the branded search later.
Why it's hard to measure
Nobody clicks a TV ad. They watch it, they carry on with their evening, and three days later they search your name. That search shows up in your reports as organic or direct, and the ad that caused it gets no credit at all.
What to watch instead of clicks
- Branded search volume before, during and after a flight
- Direct traffic in the same window
- Total leads, not leads attributed to the channel
This is also why cutting OTT looks like an SEO problem a few weeks later. We wrote a whole post about that with real numbers. Related: the halo effect.
Related
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