Vocab
What is OTT?
OTT (Over-The-Top) is any video streamed over the internet
I don't understand OTT
Explain how CMG has COMPETITIVE AD SEPARATION.
We won’t run back-to-back with someone else in the same industry. I.e. if you’re an Auto Dealer, we will not run before or after another Auto Dealer. This helps you stand out.
We have priority direct access to the publisher's ad server, where the inventory is stored. This gives us access to three times more networks, fixed CPMs, and a direct one-to-one connection to the inventory.
True!
Should I expect Clicks?
No. A high majority of our delivery is on ConnectedTVs, which makes it less likely for a user to click as that’s not usually an option on that device.
What is a Cord Cutter?
Someone who canceled their cable/satellite subscriptions.
Are there is not enough people using OTT?
Over 50% of U.S. households don’t have cable anymore. Cord Cutters and Nevers are growing audiences expected to comprise of nearly 144 Million adults by 2025, accounting for over half of the U.S. population
Explain how CMG has a RECENCY CAPPING STANDARD
We default to 1x15 minutes, meaning once a household sees an ad from your campaign, they won’t see it again for another 15 minutes. This avoids oversaturating your message and provides a properly paced campaign
We use programmatic buying ONLY for our Complete OTT product because it is much more cost-effective. This allows us to secure inventory at the lowest price, ensuring the best value for our clients.
False.
Is there a maximum # of creatives accepted in a flight month?
No
What is a Cord-Stackers/Shaver?
Someone who has a cable/satellite AND streaming services but reduced their cable plan.
Does OTT work well with other media?
Research shows that you an boost ROI by spanning ad campaigns across multiple platforms. On average, brands can increase return on investment 19% by adding on an additional media tactic to single platform approach. (Source: ARF 2018)
Which of the following is not one of CMG's OTT Selling Points
A. Fraud Free
B. Brand Safe
C. Broad Targeting
D. Cut out the Middleman
C.
We are able to get very targeted
We have big technology on our side - we are able to use credit card info, location data, and interest data to create audiences.
True!
Over __ % of the US population has cut the cord.
Over 50%!
What is CTV (Connected TV)?
A device that is connected to a TV that streams content (a type of OTT). EX - Roku, Apple TV, Amazon Fire TV, Xbox, PlayStation, Smart TVs with internet.
I am already buying OTT with my cable representative.
- Geo & Targeting is limited to their coverage area
- They may be adding in shorter length clips to supplement inventory
- What does reporting look like? Our OTT product has transparent reporting able to prove delivery / share insights.
Explain how CMG has THE MOST LOCALIZED SCALE
We can run as little as 10 zip codes, and as much as the entire country. It depends on what your client wants, but we can do anything they’re looking for from a geo perspective. Combine that with our behavioral targeting, we can reach your ideal customer in your ideal location.
Our Ads are Skippable.
False!
What devices do you serve on? (hint - there are 4)
ConnectedTVs, Mobile, Desktop, Tablet
What is Cross Device Graphing?
Cross-device graphing links users to their devices through login activity. This ensures accurate frequency capping by recognizing a single user across multiple devices, preventing them from seeing the same ad too many times.
I don't see the potential for ROI.
We offer conversion tracking pixels to give you the ability to connect consumers viewing an ad with the completion of an intended action such as signing up for a newsletter, downloading content, or making an online purchase
Explain how CMG is able to "CUT OUT THE MIDDLE MAN"
We have direct relationships with networks, giving us priority access over programmatic buyers. This means faster delivery with no extra steps.
76% of premium video inventory is only available through direct access—only 24% is accessible programmatically.
True
What is your VCR Benchmark for Complete OTT?
95%