How to Buy OTT Advertising as a Wellness Organization

October 4, 2023

Wellness brands, if you’re wondering how to buy OTT advertising, you’ve reached the right corner of the internet (welcome, we come bearing gifts of paid media strategies!). When it comes to wellness marketing, things can get pretty competitive. Getting creative with how you advertise your wellness brand will help you expand your reach. But how do you stand out as a wellness brand in such a saturated market?  

It all starts with the digital media advertising space! 

Wellness brands are jumping on the trend of OTT ads, with over-the-top advertising rapidly rising in popularity. Ad revenue for OTT ads will reach nearly $162.2 billion by 2026. Think about it this way—with a growing rate of consumers cutting the cord and switching to streaming services, advertisers are taking notice. Now is the optimal time to advertise with OTT ads that reach a wide range of viewers (including your target audience!). 

To bring in the best results for your ad dollars, the newest strategy is to rethink traditional advertising and embrace digital media buying. That’s where OTT ads come into the playing field to reach viewers on a more personalized and granular level. Get ready to take your wellness brand and visibility to new heights. That’s the power of a data-driven OTT advertising strategy.  

If you’ve never had experience with buying streaming ads, this guide will help you get started!

The Strategy Behind Buying OTT Ads 

As you start to build your wellness marketing strategy, you’ll want to consider incorporating digital media buying and OTT ads. (If you’re wondering, what are OTT ads, go read this first!) These ads are delivered through an internet-based streaming service (such as Hulu, Amazon Prime, Netflix, etc.) available across devices. Consumers are watching streaming services on their mobile devices, computers, gaming consoles, smart TVs, and connected TVs. With OTT ads, you can quite literally reach viewers through multiple access points throughout their day.  

Buying ads for streaming devices is a big departure from the process of buying traditional TV ad spots. With traditional TV, you’d have to contact a sales representative or advertising manager for each of the stations you’d like to work with or go through a large broadcast agency. The cost of traditional TV ads varies based on the broadcast area, time slot, and length of your ad. For OTT ads, you’re paying for either CPM (cost per thousand impressions) or CPCV (cost-per-completed-view, charging only when a user watches the video). 

With streaming services, there are three main ways you can buy OTT ads:  

Buy Directly From Streaming Providers  

The first option is buying directly from the source from platforms and publishers. This would make sense for wellness brands who know they only want to be on a specific platform. When purchasing, they can decide where, when, and which audiences will see their ads. This option would only be recommended for a brand with an internal team of experts who understand exactly where their target consumers are and where their ad dollars are best spent. 

Negotiate Through a Private Marketplace  

An alternative method to buying OTT ads is through advertising resellers that sell streaming ad space. These resellers, sometimes known as third-party vendors or brokers, purchase bulk advertising slots from OTT platforms. They then resell these slots, often in smaller quantities or bundled with other services, to advertisers. For brands that don’t want to navigate the complexities of direct negotiations with OTT platforms, resellers can simplify the process. However, it’s worth noting that buying through a reseller may have drawbacks, such as potentially less transparency about viewer metrics, or a markup in costs.

Work with an OTT Paid Media Specialist 

Working with a paid media specialist skilled in the programmatic buying approach for OTT ads offers unparalleled advantages. Programmatic buying refers to the automated purchasing of advertising space using real-time data and algorithms to maximize results for advertisers. By leveraging this strategy, a paid media agency can provide precision targeting, tapping into real-time data to ensure ads reach the most relevant audiences. This approach enhances efficiency and allows the specialist to optimize and adjust campaigns based on performance. Additionally, advertisers gain access to multiple OTT platforms via a single interface, benefiting from transparent reporting, cost efficiency, and dynamic ad customization. This expertise ensures integrated, scalable, and data-driven campaigns, maximizing the potential of OTT advertising in the evolving digital landscape.

Why Wellness Brands Benefit From an OTT Advertising Strategy

Learning how to buy OTT advertising or partnering with an experienced agency that can ensure optimal results, gives your wellness brand the power to incorporate buyer-specific strategies into your marketing toolkit. Open up a world of possibilities and stand out in the competitive wellness industry with OTT ads that reach your ideal consumers across markets and platforms they most frequently spend time. 

Having a solid OTT advertising strategy provides many benefits for wellness brands, such as: 

  • Cross-Channel Targeting: target and retarget the same viewers on multiple channels, including search, social media, and video 
  • Audience Segmentation: get granular by using data points to show ads based on things like a user’s past purchases and demographics 
  • Expanding Reach: tap into the potential of reaching consumers that use OTT streaming services and fit into your target audience 
  • Boosting Engagement: seamlessly integrate OTT ads into the viewing experience and more engaging to the consumer than traditional TV ads 
  • Real-time Monitoring: using metrics including clicks, impressions, and click-through rates, brands can see how well campaigns are doing and make changes in real-time as needed 

It’s no secret that streaming platforms are only continuing to grow and gain more loyal viewers. Capitalize on this momentum and find the right OTT advertising strategy that works best for your wellness brand and its ideal consumers. How your brand purchases OTT ads, whether it’s directly from streaming providers, through a private marketplace, or programmatically with an experienced paid media agency, will depend on your specific campaign goals and budget. 

If you’re not sure where to start in buying OTT ads, we can help! 

At Cultivating Media, we know the ins and outs of digital media buying with specialized experience in wellness marketing. We’re familiar with the streaming landscape, so you can take the guesswork out of creating your winning OTT advertising strategy.  

Ready to turn viewers into consumers? Contact us to learn more about our services to break through the competition and rise over the top!

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