What is OTT?

OTT, or Over the Top, is the delivery of TV programming via the internet. OTT content can be viewed using a CTV device on a TV screen and it can also be viewed on desktop, tablet, and mobile.

OTT content can be accessed by paying for a monthly or annual subscription to streaming services such as Netflix, Hulu, Peacock, and many more. OTT can also be accessed by using ad-supported streaming services that are free.

Learn more about how GroundTruth connects you to your streaming audiences with GroundTruth’s CTV and OTT solutions.

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Overlay ads are small banner ads that can typically be found at the bottom of a user’s video screen. Users can interact with overlay ads and will typically be sent to another landing page if clicked. Video overlay ads take up the bottom 20% of a video and can be closed. Overlay ads can contain text or images, and are often found in YouTube videos.

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Out-of-home (OOH) advertising is any type of digital or static media that is shown outside a consumer’s home. Also called outdoor advertising, this type of advertising is shown on bus stops, billboards, park benches, community centers, etc. OOH media encompasses any type of ads experienced outside the house.

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What is Omnichannel Strategy?

An omnichannel strategy is a method crafted by a marketing team to create a comprehensive customer experience across all channels. Marketers use online and offline channels to create touchpoints with their customers, always keeping in mind the previous engagements so the company can strengthen the relationships they have with their customers.

At the core of omnichannel marketing strategies is to constantly exceed the expectations of the customer. In today’s world, where competition is fierce and expectations continue to rise, an omnichannel strategy not only allows companies to stand out, but it also provides the necessary information about their target audiences to constantly optimize their strategies and grow their business. 

Tips for Creating a Successful Omnichannel Strategy

Each individual company will need to determine what performance metrics will determine whether they have a successful omnichannel strategy. However, there are a few foundational elements that every company must remember when building their strategy. The key factors are: 

• Collaborative teams. A customer experience includes engagements with marketing, sales, customer service, and more. If each team works in silos, they cannot execute a successful omnichannel strategy. Everyone needs to know how the customer is engaging with each team across all departments at all times. 
• Understand your customers. A successful omnichannel strategy also requires a curiosity about who makes up your target audience segments, what resonates with them, how they engage with your company, and, importantly, how they evolve over time. A customer who has dined at your restaurant for 10 years requires different touchpoints than one who is trying your food for the first time.
• Prioritize the platforms that work. Omnichannel doesn’t mean that companies need to be everywhere. Brands only need to be where their customers are and ensure that each engagement works together. As you start to run your campaigns, evaluate the performance of each channel, and focus your energy where it’s performing best. 

Industries that Use Omnichannel Strategies

An omnichannel strategy can work for most industries, but there are a handful that tend to see the best benefits. They are: 

• Retail
• Hospitality 
• Healthcare
• Software

Omnichannel retail strategies offer companies a variety of opportunities with in-store engagements, in-app touch points, digital advertising, direct mail advertising, and much more. If you work in retail, QSR, or similar industries, it’s a great ideat to start thinking about implementing an omnichannel strategy. 

Examples of Successful Omnichannel Strategies

An example of omnichannel strategy is Dave’s Hot Chicken. As America’s fastest growing restaurant chain, they have mastered the art of creating an excellent customer experience. They combine exceptional customer service in their locations with a media strategy that connects them with loyal customers and new potential customers. 

By creating an omnichannel experience, they’ve been able to drive real business results, like increasing in-store visits, 2x their return on ad spend, and increasing average sales by 7.8% with just one campaign. 

GroundTruth Helps with Omnichannel Strategies

GroundTruth helps companies create seamless omnichannel strategies by providing first-party data to build audiences based on real-world behavior. We help companies focus on the right advertising channels and the audiences most likely to take action.

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What is On-premise Marketing?

On-premise marketing (also called on-premise targeting) allows marketers to reach consumers in real-time when they are in a precisely defined geofenced or ‘Blueprinted’ location. With on-premise marketing you can target users at specific locations (such as a mall, parking lot, point of interest or a competitors store) or areas within walking distance, to immediately impact present and future behaviors. For example, a department store targeting a user with a sale or coupon when they enter the store or a restaurant serving an ad to a previous customer when they are in the proximity of the restaurant. To make on-premise marketing possible, users must opt into location services on their mobile phone.  

Learn more about on-premise marketing at GroundTruth and discover the power of having a location-based marketing platform at your fingertips.

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