Top 7 OTT Advertising Agencies List for 2024

With the rise of over-the-top (OTT) streaming services like Netflix and Hulu, the way we consume content has undergone a drastic change. With this shift, advertisers have a golden opportunity to target their audience directly on the platforms they love.

OTT advertising companies understand the uniqueness of streaming services and can create targeted campaigns that resonate with viewers without feeling intrusive. While a growing number of agencies are vying for your attention, we’ve curated a list of the top 7 OTT advertising agencies for 2024.

What is OTT Advertising?

Traditional cable subscriptions are declining as viewers are more inclined towards streaming platforms. This shift has introduced OTT advertising to advertisers.

OTT advertising delivers commercials directly to viewers through streaming platforms via internet, bypassing traditional cable or satellite TV. Digital advertising leverages this streaming revolution to reach viewers on the platforms they frequently use.

Advertisers can target specific demographics, interests, and viewing habits to reach their audience. There is more flexibility in ad formats where you can use interactive ads and creative services that traditional TV commercials can’t match.

Types of OTT Advertising

OTT advertising offers a variety of formats to suit different campaign goals and budgets. Here are the most common types of OTT ads you can explore to maximize impact and resonate with your target audience.

Video on Demand (VOD)

VOD is one of the most popular formats. Many streaming platforms offer a vast library of content that viewers can access at any time. Advertising here provides a familiar yet better experience compared to traditional TV.

There are multiple advertising opportunities you can use:

• Pre-roll, mid-roll, and post-roll ads: These ad placements appear before, during, or after the on-demand content. Pre-roll ads are usually short (15-30 seconds) and grab attention at the program’s beginning. Mid-roll ads interrupt the content at natural breaks, and post-roll ads play after the program ends. Some platforms offer skippable pre-roll ads and allow viewers a choice, although engagement is usually higher with unskippable ones.
• Sponsored content: Some platforms allow brands to sponsor entire shows or movies and subtly include their message within the content itself. For example, a travel show sponsored by a luggage company can be a strategic partnership for both parties.

Connected TV (CTV)

CTV is the upgraded version of traditional TVs with smart features. It allows viewers to access streaming services directly through an external gateway. Roku, Amazon Fire Stick and Apple TV are a few examples.

Connected TV advertising can be:

• Display ads: These static or animated image ads appear along with the content, often on the program guide or while browsing apps. They’re subtle yet effective for brand exposure.
• Overlay ads: These interactive pop-up ads appear on the screen at the bottom. They offer additional information or a clickable link to a landing page.

Since viewers might be accustomed to traditional TV advertising formats, create ads that feel familiar but utilize the interactive capabilities of CTV.

Streaming Audio

The rise of podcasting and music streaming services has opened doors for audio-based OTT advertising. Brands can explore this opportunity through various options. Here, audio ads can be:

• Pre-roll audio ads: short audio ads play before listeners enjoy their chosen podcast episode or music playlist.
• Mid-roll ads: these ads are placed mid-episode or mid-song and can capture listener attention during a natural break in the content.
• Host-read endorsements: Partner with podcast hosts or radio personalities to create a more organic and trusted brand message.

Gaming Consoles and Apps

The gaming industry has become a massive entertainment hub. With millions glued to their consoles and mobile gaming apps, advertisers can’t ignore this potential. Here, ad formats can be:

• In-game advertising: This can take various forms, from subtle product placements within the game environment to video ads displayed during loading screens or between matches.
• Playable ads: This is an innovative approach. These interactive ads allow gamers to experience a demo of a product or service within the ad itself.

Advertising within gaming platforms allows you to target a highly engaged audience with experiences that feel easily integrated into the gameplay.

Why Choose an OTT Advertising Agency?

OTT advertising is one of the most famous digital marketing strategies nowadays. But there are a few factors and nuances that you may find confusing. That’s why partnering with a specialized OTT advertising service can be helpful.

Expertise and Experience

The OTT advertising space is dynamic and constantly evolving. A professional OTT performance marketing agency keeps pace with the latest targeting options, ad formats, and platform trends. Their deep understanding of the OTT ecosystem allows them to tailor campaigns that resonate with your target audiences across various streaming services and devices.

They provide you with comprehensive solutions for all your OTT advertising needs, including identifying your target audience, selecting the most suitable platforms, and ad formats. A programmatic advertising company has the best creative services to help you create captivating ads that resonate with the viewers on an emotional level and make your brand stand out.

Doing it all alone in OTT advertising might seem like a budget-friendly option at first. However, the lack of experience can lead to wasted resources and subpar results. An agency’s expertise helps you to get the most out of your investment.

Access to Advanced Tools

Extracting valuable insights from campaign data is important for optimizing performance and maximizing ROI. But decoding it all can be challenging with so much data flowing in from various OTT platforms.

Top OTT advertising agencies utilize advanced data analytics tools specially designed for OTT. These tools offer detailed audience segmentation, live campaign tracking, and performance measurement. You can identify viewers based on specific interests, viewing habits, and their purchase history. This is a golden opportunity for better audience targeting.

You can also ask agencies to conduct A/B testing by presenting viewers with different versions of your ad and measuring which one performs better. So you can deliver the most impactful message to your target audience.

Cost-Effectiveness

The upfront cost of hiring an OTT leads advertising agency might seem expensive and stressful. However, it can be a cost-effective decision in the long run. Agencies have simplified processes and good relationships with platforms, which means you’ll experience efficient campaign execution without wasting time and resources.

Agencies partner with OTT platforms to negotiate better rates on your behalf. The analytics tools also help minimize wasted ad spend by identifying what works and what doesn’t. This way, OTT advertising companies allow you to maximize your reach and save on your advertising budget.

Scalability

As your brand grows, your advertising strategies need to grow with it. Agencies are experienced at handling this change.

As your target audience segments grow, agencies can help you introduce your brand on additional OTT platforms and maximize your reach and impact. They can adapt your marketing strategy to incorporate new ad formats or explore innovative approaches like influencer marketing within the OTT ecosystem.

Agencies have the ability and expertise to continuously monitor the OTT space. They can identify new programmatic advertising platforms and targeting opportunities to stay ahead of the curve. They can also scale your campaigns up or down based on your budget and performance metrics.

Specialized Services Offered by OTT Advertising Agencies

In OTT advertising, a good agency brings specialized services to improve your brand message and reputation. There are many unique offerings you can expect from a top-tier OTT ads advertising agency.

1. Deep Audience Insights and Targeting

Most viewers prefer personalized experiences. Leading agencies explore advanced data analytics to understand your target audience more deeply. They analyze factors like demographics, viewing habits, and content preferences. So, you can publish hyper-targeted campaigns that resonate deeply with the viewers who matter the most.

Example: You can tailor your ad in a way that it resonates with viewers who fit your demographic and binge-watch cooking shows every weekend.

2. Creative Production and Development

OTT advertising is a visual medium that demands captivating content that stands out from the crowd. Top agencies have creative production teams that understand the nuances of OTT storytelling. They create video ads, interactive overlays, and engaging in-game experiences that integrate with the content viewers enjoy.

Example: Interactive ads where viewers can virtually test drive a car within the ad. That’s the kind of creative innovation that OTT agencies can bring.

3. Cross-Screen Campaign Management

The modern consumer lives in multi-screen era. A strong OTT agency understands how effective cross-screen marketing is. They’ll integrate your OTT strategy with other digital channels. This way, a cohesive brand experience can be created that follows viewers wherever they go.

Example: Your brand message transitioning from a mobile ad to a targeted OTT video ad, sharing brand awareness and driving conversions.

4. Advanced Attribution Modeling

Measuring the actual effectiveness of OTT campaigns can be difficult. Top agencies utilize advanced attribution models to track the impact of your ads across various touchpoints.

They go beyond basic metrics and analyze brand lift, website traffic, and conversions driven by your OTT campaigns. You’ll have a clear picture of how your OTT efforts are contributing to your overall marketing goals.

5. Continuous Campaign Optimization and Reporting

The OTT space is powerful, and a successful campaign requires constant monitoring and adaptation. Leading agencies don’t just launch your campaign and walk away. They continuously analyze performance data, identify areas for improvement, and refine your strategy in real time.

You’ll receive regular reports that detail the effectiveness of your campaign, so you can make data-driven decisions for ongoing optimization.

Top OTT Advertising Agencies for 2024

OTT is a booming industry, and so is OTT advertising. This also means numerous agencies are offering comprehensive solutions for your OTT advertising needs. Among all the options, you need to choose the right partner who understands the landscape better. Here are the top seven OTT advertising agencies you can check out.

1. Propellant Media

Propellant Media is your one-stop shop for OTT advertising. Our expertise in various industries makes us a perfect strategic partner that goes beyond campaign execution. We offer a unique blend of services that help brands succeed in the OTT advertising space.

Here’s what sets Propellant Media apart and why we might fit your brand perfectly.

1. Omnichannel Expertise:OTT advertising exists within a larger marketing ecosystem. We don’t operate in a silo. Our team of experts will work with you to develop an OTT strategy that complements your existing digital marketing efforts and creates a cohesive brand experience across all touchpoints. Your brand message can go from targeted social media advertising to a captivating OTT video ad. This strategy strengthens brand safety and awareness and drives conversions.
2. Location-Based Targeting:Propellant Media does not just consider basic demographics when creating your ideal OTT audience base. Our geofencing technology allows us to publish hyper-targeted campaigns that reach viewers based on their physical location. We target audiences who frequently visit your competitor’s stores with a creative ad for your brand. This location-based targeting helps you increase the impact of your OTT advertising budget.
3. Data-Driven Optimization:We are dedicated to continuous optimization based on data-driven insights. Our team of analysts continuously tracks campaign performance, identifies areas for improvement, and refines your strategy in real-time. You’ll receive regular reports to make data-driven decisions to optimize performance and increase ROI.
4. Transparency and Communication:Propellant Media prioritizes open communication and transparent reporting. You’ll always be kept in the loop and receive regular updates on your campaign’s progress and performance.

We have a deep understanding of the entire OTT spectrum. Our expertise includes:

• Video on Demand ads
• Connected TV advertising
• Streaming audio ads
• Gaming consoles and apps advertising

We use cutting-edge technologies to increase the impact of your campaigns. These are:

• Programmatic buying platforms to secure the most competitive ad placements across different platforms.
• Advanced data analytics to track campaign performance, identify areas for improvement, and optimize strategies.
• Attribution models to measure the actual impact of your campaigns across all touchpoints.

By partnering with us, you’ll get a team of digital marketing experts who can guide you through every step of OTT advertising.

2. Over The Top Marketing

Explore Over The Top Marketing for a complete OTT advertising solution. They are experts in handling the nuances and complexities of OTT advertising. OTTM brings a range of services to the table, where they help brands unlock the full potential of OTT ads.

Their team stays updated about the latest trends, targeting options, and ad formats to ensure your campaign has the most effective strategies for maximum reach. They work closely with you to understand your brand goals, target audiences, and budget. Based on this information, a customized OTT strategy will be created keeping in mind the overall marketing objectives.

OTTM has a team of creative storytellers who specialize in designing engaging video ads, interactive overlays, and in-game experiences that resonate with viewers on a deeper level. They use advanced targeting methods to reach viewers with laser precision.

You’ll have a dedicated account manager who will work as your primary point of contact. This manager will understand your brand goals closely and be readily available to answer your questions and address concerns.

OTTM’s commitment to deep industry knowledge, custom-tailored strategies, creative content development, advanced targeting, and data-driven optimization makes it a valuable partner for any brand looking to explore OTT advertising opportunities.

3. Crowd Fire Solutions

Crowd Fire Solutions specializes in white-label OTT/CTV advertising. Agencies and marketing consultants can offer this marketing channel to their clients without the hassle of managing it themselves.

They allow you to present OTT advertising solutions to your clients under your own brand. You can offer advanced creative services to your clients without having to build your own department or manage campaign execution. They use advanced targeting options, like addressable data and long/short-form content targeting, to help your clients’ ads reach the most relevant viewers.

With Crowd Fire Solutions, you can offer clients a holistic marketing strategy that blends OTT advertising with social media marketing and paid search for a better, more impactful campaign. They also provide detailed reports that track campaign performance so you can show the value you deliver to your clients. There are no minimum spending requirements, which means you can offer this service to businesses of all sizes.

You get the tools and expertise you need to manage all aspects of your clients’ OTT advertising needs. Here are some of the benefits you get by partnering with Crowd Fire Solution:

• Develop targeted OTT advertising strategies that align with your clients’ goals and target audiences.
• Choose the most impactful ad formats and access creative assets for maximum viewer engagement.
• Make your clients’ ad reach the right audience on the right platform without having to build the expertise in-house.
• Receive reports that detail the performance of your clients’ OTT campaigns.

4. Strategus

Strategus is another top OTT advertising company that uses cutting-edge tools and expert insights to improve your brand. They go in detail into the data to understand your target audience and create hyper-targeted campaigns that resonate deeply. You can identify the exact viewers who can most probably connect with your brand, so your ad reaches the right audience at the right time.

Their programmatic buying expertise allows you to explore the automated system to secure the most cost-effective placements for your ads across the vast OTT ecosystem. The creative team designs different ad formats to resonate with viewers and leave a lasting impression. You can publish OTT ads that feel like an extension of the show, not an interruption. These ads grab viewers’ attention quickly and strengthen your brand message.

Like the other agencies, you’ll receive clear and concise reports with detailed campaign performance metrics to track progress, improve your strategies, and demonstrate the value to your stakeholders. Strategus can also integrate your OTT strategy with other marketing channels. This means the ads you run on OTT platforms can also be integrated with social media platforms.

5. Admixer

Admixer is a full-stack AdTech solution provider for OTT advertising. This means they offer a complete range of tools and services to manage your entire OTT campaign under one roof. In a single platform, you’ll have everything you need for successful advertising, including campaign planning strategies, ad buying, and reporting.

Admixer prioritizes transparency in everything it does. You’ll have complete control and instant insights into your campaign performance to track progress and make data-driven decisions. They have a large global network of partners, which means you’ll have access to a diverse range of OTT platforms and engaged audience worldwide.

Their team of experienced professionals combines data analysis with strategic thinking to create winning OTT advertising campaigns. When partnering with Admixer, you don’t just rely on numbers but also on insights to develop targeted strategies that resonate with your audience.

Admixer offers a flexible approach to meet every need. Whether you’re an experienced marketer looking for advanced programmatic buying solutions or a newcomer looking for a complete OTT advertising package, they have you covered.

6. Brid.TV Marketplace

If you want control and flexibility of managing your own OTT ad campaigns, this agency is the one for you. Brid.TV Marketplace is ideal for tech-savvy marketers looking for a self-serve solution. Brid.TV Marketplace offers a user-friendly platform and an extensive network of quality OTT publishers across different audience segments and genres. You can reach a highly targeted audience directly through their favorite streaming platforms.

You’ll have complete control over your campaigns. This platform allows you to manage your OTT ad campaigns from scratch, including setting budgets, targeting parameters, launching campaigns, and tracking performance.

Brid.TV Marketplace eliminates the middleman, you’ll have access to premium publisher inventory at competitive rates. They have a transparent pricing structure, so you know exactly what you are paying for, with no hidden fees or surprises.

7. PrograMetrix

PrograMetrix is another exceptional performance-driven OTT advertising agency. They utilize programmatic buying to secure the most competitive ad placements across various OTT platforms. You’ll be able to reach a more specific audience based on their streaming habits and past interactions with your brand.

Your advertising strategy will evolve and adapt continuously to achieve maximum effectiveness over time, requiring continuous testing and improvement. You will receive regular reports on campaign performance and other essential metrics to make data-driven decisions.

If you want to target key decision-makers within your B2B niche, PrograMetrix has your back. They leverage advanced techniques like CRM data onboarding and business IP targeting. You can reach CEOs who stream industry-specific content with targeted OTT ads that show your brand’s expertise and solutions.

How to Choose the Right OTT Advertising Agency

With the OTT industry booming, you’ll find many advertising agencies vying for your attention. But you need to find the right one that suits your needs. This guide will help you take the essential steps to understand and choose the OTT advertising agency that perfectly aligns with your goals.

Define Your Goals

Having a clear goal makes the selection process easier. It helps you understand what you want to achieve with the OTT advertising campaign.

Some key areas you should consider are:

• Brand recognition
• Lead generation
• Sales and conversions
• Website traffic

Once you have a clear understanding of what your primary goals are, you can outline the secondary goals you want to achieve. These might be:

• Target audience
• Budget
• Campaign duration

Defining your goals will guide your agency selection process. Choose an agency with a proven track record of achieving similar objectives for other brands in your industry.

Research and Compare

Understanding the nuances of the industry is essential to achieve your goals with ease. There are many resources available that can help you explore your options. Use industry resources, online directories, and recommendations from colleagues or someone in a similar industry to create a shortlist of agencies.

Here are some major factors to consider during your research phase:

• Agency expertise in OTT advertising, targeting options, and ad formats.
• Whether their experience reaching viewers is similar to your ideal customer profile with specific demographics, interests, and viewing habits.
• Their portfolio, to assess their creative style and ability to design video ads and other OTT ad formats that you want for your campaigns.
• How they utilize data to inform campaign strategies and optimize performance.
• Most importantly, their pricing models. Some agencies offer fixed packages, while others operate on a performance-based model.

Questions to Ask

Once you’ve narrowed your list, schedule meetings or calls with the remaining agencies. This is your opportunity to explore more and assess their capabilities.

Here are some questions you should ask:

• What is your experience with OTT advertising in my industry? Can you provide some examples of past campaigns?
• How do you approach audience targeting for OTT campaigns? What data sources and targeting options do you use?
• What creative approaches would you recommend for my brand?
• How do you measure the success of campaigns? What metrics do you track, and how do you translate those into actionable insights?
• What is your reporting process? How often will you share updates on campaign performance?
• What are your fees and payment structure?

Asking these questions will give you a clear picture of the agency’s expertise, approach, and communication style.

Review Case Studies and Testimonials

Case studies and testimonials give you a better understanding of the agency’s track record.

Review case studies that highlight the agency’s past success in OTT advertising. Pay close attention to the types of brands they’ve worked with, the challenges they address, and the results achieved.

Check testimonials from satisfied clients. These reviews offer insights into the agency’s work ethic, communication style, and overall effectiveness.

Also, check if the agency received recognition for its work in OTT advertising. This can be a sign of their expertise and commitment to excellence.

Common Mistakes to Avoid When Hiring an OTT Advertising Agency

It’s normal to make mistakes when you are completely new to the industry. However, a right partner can save you from making the same mistakes. That’s why it’s important to choose a partner whom you can rely on.

Here are three crucial mistakes to avoid when you hire an agency:

Ignoring Agency Specialization

Although some agencies offer a broad range of marketing services, specialization is an important factor for optimal success. Don’t settle for an agency that views OTT as just another channel. The right agency should deeply understand every aspect of programmatic advertising.

They’ll understand the nuances of geo-targeting, demographic, and behavioral targeting specific to OTT platforms. They know the metrics that drive success in this unique space. A general marketing agency might struggle to understand these complexities, and this can lead to subpar campaign performance.

Overlooking Transparency

Transparency is another important factor when partnering with a programmatic advertising agency. Avoid agencies that are unclear about their pricing structures, reporting methods, or campaign management processes.

A good agency will be upfront about costs and fees and how they plan to utilize your budget. They should also provide regular, detailed reports that track campaign performance. Without clear communication and transparent reporting, it’s difficult to hold the agency accountable and optimize your campaign for maximum impact.

Not Setting Clear KPIs

Whenever you plan for a campaign, you should build a clear Key Performance Indicator that aligns with your overall goals. They act as a roadmap for your campaign. You can measure success and make informed optimization decisions with a clear KPI.

Without well-defined KPIs, it becomes challenging to assess the effectiveness of your campaign and understand if it’s achieving the desired results. Be sure to work with the agency to establish clear KPIs. So everyone can work towards the same goals and optimize whenever needed throughout the campaign.

Conclusion

Over the top streaming services are currently booming. Hence, the success of OTT advertising is undeniable. They offer brands a powerful opportunity to connect with the target audience through an engaging environment.

Select the right agency that understands what you are looking for or what your goals are. This ability builds confidence that you can rely on them without worrying about your campaign’s success. A collaborative partnership allows you to achieve long-term success in programmatic advertising.

Frequently Asked Questions