Original Digital Video showing significant promise
to be a great media tool to have in your toolbox.
In a quick overview, Original Digital Video or (ODV) is defined as professionally produced content made by publishers, media companies, and online-only companies, that is consumed on ad-supported over-the-top (OTT) platforms. YouTube is probably the most notable example. Non-ad supported platforms like Netflix or Amazon, as well as network shows distributed on OTT platforms like ABC.com, Hulu, and HBO.com are not considered ODV.
ODV viewing among U.S. adults has been on a sharp rise since 2013 and the viewing audience has grown by the tens of millions and continues to grow each day. With these numbers steadily on the rise, this can no longer be considered a niche medium by mid-market companies. Advertising Investments in ODV have also been climbing steadily and are expected to surge even higher as marketers find that it can be a very valuable part of their digital media planning.
You’ll find that the majority of the audience skews younger with a higher concentration of Gen Z and Millennials with more than half of ODV viewers are 34 years of age or younger. They are the “cord cutters” without a pay TV subscription. They are tech savvy and indulge in devices such as smart watches, fitness bands, and voice-enabled home digital assistants. They describe themselves as more fun-loving, creative, curious, adaptable, adventurous, and forward-thinking than viewers of other types of digital video.
Because of the targeting options available in ODV advertising, it is a great fit for mid-market regional companies. Targeting capabilities can pinpoint down to a county or even zip code and within that specific geo can be narrowed down even further by demographics, behavioral, interests, in-market topics, keywords etc. The trickiest part in drilling this deep is being able to reach your audience without making them feel like your company is stalking them.
Because of the personal connection the audience has with their programming, they are more likely to be aware and familiar with a mid-market company or regional brands that advertise to them through this medium. They are also more likely to engage with these brands and show a much higher intent to purchase. Following the chain of events from brand awareness to familiarity to purchase consideration, ODV viewers have exhibited the highest conversion rates towards the regional brands that they are exposed to and have developed a familiarity with.
While the ODV audience seems to be open minded and direct, they also have very high expectations for brand communication. They want it to be fun and informative. A brand’s communications must provide not only a clear message, but entertainment value if they want to really peak their interest.
Studies show nearly half of this valuable audience is already receptive to learning about mid-market regional brands and eager to engage with them directly. Branded ODV content has become a particularly appealing tactic for mid-market companies to utilize, as a part of the strategy, to deliver brand messages and engage with consumers directly on a personal level.