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The Role of Retargeting in OTT Advertising: How to Keep Your Brand in Front of Viewers

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Anthony Torres
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3 min read

The Role of Retargeting in OTT Advertising: How to Keep Your Brand in Front of Viewers

Why Retargeting is Essential in OTT Advertising

OTT advertising is not just about first-time impressions—it is also about keeping your brand in front of viewers who have already interacted with your content. Retargeting allows brands to re-engage potential customers, leading to higher conversions and long-term brand recall.

This guide explores how retargeting works in OTT advertising, its benefits, and best practices for running successful campaigns.

What is Retargeting in OTT Advertising?

Retargeting in OTT advertising is the process of showing ads to viewers who have previously interacted with a brand—whether by watching an ad, visiting a website, or engaging with content.

How Retargeting Works in OTT

  1. A user watches an OTT ad but does not take action.

  2. The brand uses tracking pixels or audience data to identify that viewer.

  3. The viewer is retargeted with a follow-up ad on another streaming platform, smart TV, or mobile device.

This strategy reinforces brand messaging and encourages the viewer to complete the desired action (purchase, sign-up, etc.).

Key Benefits of Retargeting in OTT Advertising

1. Increases Conversion Rates

  • Retargeted viewers are 70 percent more likely to convert compared to first-time viewers.

  • Businesses can reduce wasted ad spend by focusing on interested users.

2. Enhances Brand Recall

  • The average consumer needs multiple ad exposures before making a decision.

  • Retargeting ensures your brand remains top-of-mind.

3. Optimizes Ad Spend

  • Retargeting lowers cost per acquisition (CPA) by focusing on viewers who have already shown interest.

Best Practices for OTT Retargeting Campaigns

1. Segment Retargeting Audiences for Maximum Effectiveness

  • Website Visitors – Retarget users who visited your site but did not convert.

  • Video Ad Viewers – Show follow-up ads to users who watched at least 50 percent of an OTT ad.

  • Abandoned Cart Users – Re-engage users who browsed products but did not complete a purchase.

2. Use Sequential Messaging

  • Start with an awareness ad.

  • Follow up with a retargeting ad featuring a stronger call-to-action.

  • Offer personalized incentives for higher engagement.

3. Optimize for Cross-Device Retargeting

  • Ensure retargeted ads reach users on different devices for a seamless brand experience.

  • Example: A user watches a streaming ad on a smart TV and later receives a discount offer on their mobile device.

Explore how The Trade Desk’s retargeting solutions improve OTT ad performance.

Final Thoughts: Why Retargeting Should Be Part of Your OTT Ad Strategy

Retargeting is a highly effective strategy for keeping your brand in front of potential customers, increasing conversions, and optimizing ad spend. By using audience segmentation, sequential messaging, and cross-device targeting, brands can improve engagement and ROI.

For tailored OTT retargeting solutions, Brandify’s data-driven ad strategies help businesses maximize their audience reach.

Get a free targeting plan within the hour for your business here: https://brandify.io/targeting-plan/

Press Release: https://www.prlog.org/13053451

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